SM elevates intentional, inclusive luxury with Signature Series
Jessica Sy is cutting through the noise with a refreshing twist.
At the launch of the group’s premium residential brand called Signature Series by SM Residences, the head of Design, Innovation, and Strategy at SM Prime Holdings sidestepped the usual parade of metrics and trends, choosing instead to spotlight two defining pillars: commitment and inclusivity.
A natural evolution
Sy explained that the introduction of the Signature Series was the natural evolution of a group that has moved with Filipinos from their first paychecks to their first homes, and now, into spaces that can grow with their careers, families, and legacies. It’s a commitment, she said, to stand by Filipinos at each milestone, ensuring inclusive access to premium spaces that can help inspire and empower their aspirations.
“Signature Series by SM Residences is a commitment from the SM Group to be there for our market. This is something we are proud of, something we believe will have longevity, and will have an impact on the residents,” Sy said. “We’ve seen that our market is growing and evolving. We don’t want our market to feel that we are only there for you at the beginning of your career journey, but rather, we’re going to be there in the middle and in the later stages as well.”
“This residential line also reflects our belief that Filipinos are ready for a different kind of premium–one that is intentional, enduring and rooted in real meaning,” Sy added.
Inclusivity within exclusivity
Luxury for the SM Group, however, isn’t just about drawing lines, but also about raising the bar for everyone.
This is why inclusivity, even within exclusivity, is central to this new chapter, through which the SM Group seeks to set a “new mark” in Philippine real estate.
“We’re creating a level of exclusivity, but also inclusivity. We are creating a level of intentionality and deliberate actions in everything that we do. So when we say a new mark is set, we don’t think that that’s just going to be a mark in the SM group’s portfolio, but in the residential market,” Sy said.
“Inclusivity is important because we want people to aspire. We want people to be able to envision themselves in this lifestyle we’re creating. We want Filipinos to see themselves in a better life. So when we say inclusive, we want to make sure that there is something for everyone–that we are bringing up the whole market. We’re bringing up the whole demographic of Filipinos and allowing them to have something they can be proud of,” she further explained.
‘Seal of approval’
Echoing this sentiment, Jose Juan Jugo, SM Prime EVP and group head of Signature Series, sees this move as SM’s opportunity to set a new benchmark in luxury real estate, proudly defined by the company’s own signature.
After all, a “signature” is like a seal of approval–a personal guarantee that every material choice, design detail, and service touchpoint has been rigorously vetted to meet the highest standards.
“Signature means something that you put your personal seal of approval on. You sign something that you believe in, that you trust, that you have confidence in. Our projects are signatures because we fully trust these will be special, impactful, and meaningful,” Jugo added.
Signature Series by SM Residences 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 brand debuted with ambitious flagship projects, notably a sprawling, ultra premium 284-ha estate in Susana Heights, Muntinlupa City, and a strategically located premium property in Makati City.
