Oxley banks on Affinity at Serangoon

By Charlene Chin
/ EdgeProp |
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Despite the heavy rain on Saturday, 4,000 people braved the weather and flocked to the show gallery of Affinity at Serangoon. The turnout on May 26 and 27 marked the first weekend preview of the 1,052-unit residential project by Singapore-listed Oxley Holdings.
“We are extremely encouraged to see the overwhelming response by the public,” says Ching Chiat Kwong, executive chairman and CEO of Oxley Holdings. The developer had initially planned for another week of preview but the public reception led it to shift its launch earlier to June 2.
This move pits Affinity at Serangoon head-on with the launch of The Garden Residences, a joint project by Keppel Land and Wing Tai that comprises 613 homes. Both sites are on Serangoon North Avenue 1 and a 15-minute walk from each other. The two projects will be the first new launches in the heart of Serangoon in eight years.
Competitive pricing
The living and dining area of the two-bedroom showflat of Affinity at Serangoon (Credit: Albert Chua/The Edge Singapore)
Affinity at Serangoon is a 99-year leasehold project that sits on a 296,913 sq ft plot. The development offers a wide mix of homes, comprising 1,002 one- to four-bedroom units of 463 to 1,711 sq ft, 10 penthouses of 1,550 to 1,701 sq ft and 40 townhouses of 2,056 to 2,347 sq ft. There will also be five retail shops.
Indicative prices for one-bedroom units start at $738,000, two-bedroom units at $988,000, three-bedroom units at $1.3 million, four-bedroom units at $2.15 million and townhouses at $2.38 million. The prices are inclusive of discounts given to potential homeowners on the first day of the project’s official launch.
Affinity at Serangoon will be launched in three phases. “With the land price advantage of the site, we know that there will be strong takeup at the launch,” says Eric Low, executive director and deputy CEO of Oxley Holdings. He is confident that when other projects northeast of Singapore are launched, this “advantage” will persist.
Serangoon Ville, which sat on the site now occupied by Affinity at Serangoon, was one of three sites in the northeast region purchased by Oxley last year. The price was $499 million, or $835 psf per plot ratio.
Meanwhile, at The Garden Residences, one-bedroom units are priced from $788,000, two-bedroom units from $1.08 million, three-bedroom units from $1.38 million, four-bedroom units from $1.93 million and five-bedroom units from $2.58 million. The development’s preview was held one week ahead of Affinity at Serangoon’s, and saw a headcount of over 3,000.
Design concept and finishing touches
The 1,052-unit Affinity at Serangoon sits on a 296,913 sq ft plot and has 90m of water elements snaking across its grounds (Credit: Albert Chua/The Edge Singapore)
As Affinity at Serangoon sits on a large plot of land, DP Architects had the design flexibility to incorporate water elements that snake 90m across its grounds. There are three man-made islands that house a clubhouse, a gym, an al-fresco kitchen and dining area, and lounge decks. Aqua gym facilities are also available, alongside wading pools, spas and a 50m lap pool. Other facilities include a tennis court, a reflexology path, running trails and boardwalks that cut through a foliage of trees and shrubs.
Although it is a suburban project, Affinity at Serangoon was designed by Oxley as an upmarket development, says Eugene Lim, Oxley’s director of marketing and sales. All bedrooms are spacious enough to fit in a queen-sized bed and one bedside table, he adds. While most typical two-bedroom units elsewhere have compact master bedrooms, those at Affinity at Serangoon are able to fit in a walk-in wardrobe.
Targeting those who grew up in Serangoon
The three-bedroom premium unit features a kitchen island design and has sliding glass doors that can be closed during heavy-cooking (Credit: Albert Chua/The Edge Singapore)
“We believe this development will draw younger families, especially those who grew up in the area and want to start a family of their own, yet stay near their parents,” Lim says. “We have had strong interest from ex-owners [in Serangoon Ville] wanting to buy a unit for their children.”
The Serangoon charm will no doubt be part of the allure. “Affinity at Serangoon is situated in a very mature housing estate,” Ching says. Residents in the neighbourhood have easy access to amenities such as schools, food joints and public transport. The Serangoon Garden Market sells traditional hawker fare that has been around for three generations, he continues, and those keen to check out new eateries and cafés can visit the shophouses on Maju Avenue. There is also the Chomp Chomp Food Centre, a hotspot among locals that Ching also favours.
After the launch of Affinity at Serangoon, Oxley will be planning the launch of Riverfront Residences (a redevelopment of the former Rio Casa en bloc site), a 1,399-unit project fronting the Serangoon River.

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