Oxley Holdings: Winning with design intent

SINGAPORE (EDGEPROP) - Even in the face of stricter property cooling measures, Singapore-listed Oxley Holdings’ executive chairman and CEO Ching Chiat Kwong is undeterred. “It is definitely a challenge, but challenges create [room] for imagination,” he says.
Since April last year, the group has rolled out 10 residential projects in Singapore, each with its own distinctive style. This strategy bodes well for Oxley. At the EdgeProp Singapore Excellence Awards 2019 on Oct 18, it swept 12 awards, including Top Developer.
Oxley Holdings’ executive chairman and CEO Ching Chiat Kwong (left) receiving the Top Developer Award (Photo: Albert Chua/EdgeProp Singapore)
“We are honoured to have won the Top Developer Award as this is the first time and we faced strong industry players,” Ching says.
Its projects, 1953 and Riverfront Residences, also won multiple awards, including Design Excellence, Innovation Excellence, and Top Development, among others. Meanwhile, Affinity at Serangoon, Mayfair Gardens, and The Verandah Residences were recognised for Landscape Excellence, Top Development, and Marketing Excellence, respectively.
Ching reveals that to differentiate their projects, his team at Oxley carefully thought out the design intent of each project. “The design intent of each project [matches] with the site location, whether it is in the Central or Non-Central region. This is to create a certain lifestyle for buyers,” he explains.
This approach also helps Oxley to woo buyers as they become more discerning given the number of residential launches in the market. “Buyers are now savvy so they would want the design of a project to suit their lifestyles before committing,” he adds.

Unique projects

For instance, 1953, which clinched five awards, was conceived as an iconic landmark. Located at the junction of Balestier and Tessensohn Roads, the freehold, mixed-use development comprises 58 apartments and 14 strata commercial units spread across six conservation shophouses and a sleek six-storey residential block annex. The conserved buildings presented an opportunity for Oxley to pay homage to the area’s history while adding a modern twist.
Located at the junction of Balestier and Tessensohn Roads, 1953 was conceived as an iconic landmark (Photo: Oxley Holdings)