Signature Series sets new mark in premium residences
The Philippine luxury real estate landscape welcomed a formidable new player as SM Prime Holdings Inc. launched on Wednesday its premium residential brand called Signature Series by SM Residences.
Building on a strong and solid track record across various property segments, SM Prime’s entry into the high-end residential market marks a natural progression of its portfolio, which now includes premium to ultra luxury developments in some of the metro’s most coveted addresses.
Project pipeline
With some 400 hectares earmarked for the Signature Series, the brand is poised to debut with two landmark projects.
The first is a sprawling 284-ha estate in Susana Heights in Muntinlupa City. Here, SM Prime plans to invest an initial P25 billion to develop residential clusters, neighborhood retail, civic spaces, and pocket parks. The second project is being planned on a 6,000-sqm prime lot in Makati City, in partnership with a reputable, high-end property developer.
Other locations in the pipeline include Manila, Pasay, Parañaque City, Taguig, Cebu City, Cavite, and Batangas.
“This moment feels like not just a leap, but rather a natural evolution. We’ve spent decades looking into our developments and seeing how we can develop better communities. This residential line (Signature Series) reflects our belief that Filipinos are ready for a different kind of premium—one that is intentional, enduring and rooted in real meaning,” said Jessica Sy, head of Design, Innovation, and Strategy for SM Residences and SM Prime Holdings.
“We believe that right now is our moment to enter into the premium market. We are doing it with discipline. For us, this is not just a reaction to a market that is changing, but it’s a plan that we’ve had for many years—a vision to uphold our duty to building upon what Filipinos deserve,” Sy said in her speech at the launch.
Capturing the growing affluent market
Jose Juan Jugo, SM Prime EVP and group head of Signature Series, said in his presentation that this strategic move not only captures the growing affluent market but also maximizes the value of SM’s extensive landbank, establishing the company as a comprehensive, full line developer.
According to Jugo, they want to continue servicing the needs of homebuyers and investors “when their needs evolve with greater wealth, with bigger families, with larger space requirements.”
“If we study the residential market in the Philippines, we see that the space for premium primary residential has not yet been addressed to its best capacity. Signature Series by SM Residences is entering this space to make a new mark, harnessing SM’s strong organization, resources, and commitment,” Jugo explained.
“One very promising aspect in the organization is the raw material is there—the land is there, nationwide. It’s a matter of us selecting the best properties available in our portfolio to develop into high-end primary residential communities. The opportunities are immense,” he added.
Creating true legacies
To capitalize on these opportunities, Signature Series will offer entry-level premium developments with prices starting at P15 million; upscale, at P25 million and up; as well as luxury and ultra luxury units or lots, priced over P65 million. The planned residential development in Susana Heights, Jugo disclosed, will be considered ultra premium, as it will offer lots with sizes starting at 750 sqm to 1,000 sqm, and prices beginning at P100 million.
“The Signature Series home, whether a horizontal development or a built-up apartment, is going to be designed with you in mind. Deliberate, thoughtful design and the best possible quality at every level—these homes are envisioned to be passed on from one generation to the next, creating true legacies,” Jugo concluded.
