Project Name: The Carrara
Development Company Name: Sevens Group (Taurus) Pte Ltd
Joint-Venture Partnerships: N.A.
Architect: William Chin, X.Pace Design Pte Ltd
Main Contractor: HES Construction Pte Ltd
CONQUAS Score: N.A.
Location: Rest of Central Region
Total Gross Floor Area (sqft): 21097.58733
Number of Residential Units: 6
Type of Area: Landed
Description of Project: The Carrara is Sevens Group’s latest collection of 6, luxurious freehold semi-detached homes along the prestigious and enviable location of Mountbatten Road. Each home is build to 2 storeys with a mezzanine, an attic, a pool and a lift. The exterior facade is cladded with a homogeneous tile heavily inspired by the marble quarries of Carrara in Central Italy, giving each home a strong, stylish and sophisticated outlook.
Official Project Website: https://thecarrara.sg/
URL for Virtual Tour: N.A.
Completion Status: Building Under Construction
Property Category: Landed Housing (non-cluster)
Landscape Aesthetic Values: Landscape is placed at the carporch, backyard and at the planter areas outside the bathroom which provide future owners with greenery which also strike a balance between hardscapes and softscapes.
Social & Cultural Values: N.A.
Liveability & Wellness: Turfing is carefully positioned at areas of the home, to soften the outlook of the façade.
Green Plot Ratio: N.A.
Landscape Replacement Area (LRA): N.A.
Biodiversity and Habitat Creation: N.A.
Design Concept: The incorporation of a mezzanine level paves way for a double volume concept. This concept creates a stately grand entrance as well as allowing for more liveable area without breaching the envelope control set out by U.R.A. Family rooms / areas are also incorporated, to have that open communal space in between the private spaces.
Exterior Aesthetics: The Carrara development is heavily inspired by the quarries of Carrara, Central Italy, being widely known for some of the world’s finest marble. The Carrara marble gives off a strong, stylish and sophisticated look, allowing the light to penetrate several millimeters into the stone before being diffused to give a lustrous texture.The idea of this design is to create an inward focus approach which puts emphasis on social
interaction while creating a tranquil transition between public and private space. Giving the users a unique sense of arrival as well as a sense of space & privacy. Relationship between architecture and landscape is subtly displayed, creating a sense of indoor and outdoor living.
The overall square shape form and windows at the side allows natural light and ventilation to reach in all remotest corners. This play of materials, space and forms flows seamlessly for each home inside-out, and outside-in making strong connections between architecture, landscape and interior.
Interior Aesthetics & Finishes: With the world transitioning to electric vehicles, each home will is future proofed with an electronic vehicle charging isolator. A traction home elevator is also incorporated to offer seamless accessibility to all levels of the home.
Facilities: A 1.2m deep elongated lap pool with a jacuzzi area, to allow for cool dips on hot sunny days. Electricial vehicle charging isolator points have been provisioned to future proof the home.
Maintainability: The exterior façade is cladded with a Carrara inspired homogeneous tile which is non-porous to maintain its longevity. Timber inspired homogeneous tiles are also used at the balconies and pool deck(s) as they are weather proof and anti-slip for easy maintenance and safety. Dark-toned, rough textured homogeneous tiles are also used for the car porch which can be easily cleaned from tyre grime or the occasional oil leaks from vehicles.
Design Considerations for Unit Layouts: Each home’s layout has been meticulously configured to ensure a seamless transition to each and every part of the home. The elongated lap pools have been build to its maximum length which runs parallel to the living and dining areas, giving its residents pool views throughout. The family area on the mezzanine level allows for another informal living room which overlook the formal living area below. The master bedrooms have been placed towards the rear of the home which faces the quieter streets of Bournemouth Road.
Ecological & Environmental Values: N.A.
Environmental Friendliness: N.A.
Green Mark Score: N.A.
Use of Technology: N.A.
Relevance to Community: N.A.
Marketing Objectives: Carrara is the first licensed development of Sevens Group with a gross development value worth over $55 million. This development is also to further anchor our position as the leading landed property developer and it gives buyers of our other landed listings (which are under 4 units and do not require a license) greater confidence in Sevens Group.
Primary Target Audience: Buyers are within the age range of mid 40s, Condominium upgraders, landed upgraders, high net worth individuals who are purchasing for their children, buyers who choose to live with in-laws and parents, buyers who yearn for more space in today’s hybrid work environment.
Marketing Strategy: Outreach to a vast network of real estate agencies, offering high commissions with incentives, offering interior design packages to potential buyers, working with media outlets (Edgeprop Singapore) on editorials and advertorials to hype the development. We are currently in discussions to do radio advertisement and electronic billboards at prime locations to garner traction to this development. Also working with our in-house social media department on Google and social media advertisements
Deployment of Marketing Technology: Google and social media advertisements, analysing who visits our advertisements and tweak the keywords for better targeting and positioning.
Promotions: We are exploring additional developer discounts, interior design packages, shopping / dining vouchers.
Value-added Services: Potential buyers can have some flexibility in selecting their internal finishes (i.e tile selections). We offer a 1 year defect liability period upon the day of handover.
Space Utilisation: Designing a landed layout at the second floor of our sales gallery at 33 Joo Chiat Place which is segmented into living, dining, dry kitchen, family room and master ensuite bedroom.
Practicality: Modern designs with designer light fittings, Vzug electrical appliances, Bravat sanitary ware to give potential buyers a guide of how their future home can potentially look like after interior designs and renovations.
Creativity: Refreshing the colour theme, toggling around with soft furnishings to give the sales gallery a renewed look.
Overall Uniqueness: To create a lasting impression when buyers visit our sales gallery, we subtly use extravagant wallpapers at eye-catching areas.