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Manila Bulletin devider Property and Living devider Shang Properties: Ushering in a new era of luxury living

Shang Properties: Ushering in a new era of luxury living

Published Oct 25, 2023 06:18 pm

Shang Properties ushered in a new era of luxury living with its refreshed brand identity on Oct. 17, 2023, at Shangri-La The Fort. The Philippines’ leading developer and maestro of Exemplary Life Spaces unveiled its new logo, branding, and upcoming luxury projects.

“Our brand refresh is a reflection of the changing world. Times have changed and consumers have different needs and desires. We recognized that we need to innovate and adapt to our market’s tastes. But what remains is our commitment to boldly moving forward, staying true to our promise of excellence, and setting higher standards in luxury living. In this new era of sophistication, we are not just changing with the times. We are leading the change,” said Wolfgang Krueger, Shang Properties’ executive director.

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An interactive photo op area featuring the refreshed logo.

Shang Properties’ new identity was unveiled through a brandfilm. It bannered its philosophy that paying attention to details, whether big or small, makes all the difference. In addition, it established Shang Properties as the leading brand in the premium real estate market with thoughtful architecture and development, exquisite taste, and the utmost regard for privacy and exclusivity.

To highlight its attention to detail, Shang Properties revealed its new logo, which features a clean and more streamlined look. The text has been updated to reflect a subtle tone of modern luxury and sophistication. This refreshed look better reflects Shang Properties’ design philosophy: that of uncompromising vision, elegance, and harmony in all details.

The Crane, a Shang Properties icon that has signaled power, strength, and permanence, has been retained to show the company’s lasting commitment to creating inspired spaces that are thoughtful and meticulously designed with harmony in mind. Likewise, Shang Properties pays homage to its previous logo with familiar elements and colors that have strong ties to the brand and its DNA.

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A toast to Shang Properties’ success, from left: Rose Morales (senior director - head of Group Sales), Andrew Den Oudsten (EVP of Operations), Sheila Sepulveda (chief HR officer), Wolfgang Krueger (executive director), Jayme Uy (marketing director), Atty. Karlo Marco P. Estavillo (COO), and Joy Polloso (EVP of Retail and Commercial).

Designing a well-appointed life
Shang Properties also introduced its latest properties, which are set to become the next coveted addresses.

Its latest project is Laya by Shang Properties, located in Pasig City. Residents can treat Laya's modern and thoughtfully designed spaces as their canvas, where they have the freedom to design for their own self-expression.

The program also trained the spotlight on its recently launched developments, including Shang Residences at Wack Wack, and the two projects under Shang Robinsons Properties, Inc., a joint venture between Shang Properties and Robinsons Land Corporation, Aurelia Residences, and Haraya Residences. The developer teased guests on two upcoming projects in Cebu and Quezon City.

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“Our refreshed logo and branding marks the beginning of a new era of sophistication. The luxury real estate market continues to change and evolve and we strive to be at the forefront of change. We want to redefine luxury and set new standards.” — Shang Properties’ Executive Director Wolfgang Krueger

Shang Properties' soiree was an afternoon that embodied elegance, much like the company's new brand identity and logo. Guests had the chance to walk through a gallery exhibiting residences and commercial spaces designed by Shang Properties, allowing complete immersion into its history and award-winning developments over the span of 36 years.

“Our refreshed logo and branding marks the beginning of a new era of sophistication. The luxury real estate market continues to change and evolve and we strive to be at the forefront of change. We want to redefine luxury and set new standards. Our journey is just beginning and we are honored to continue creating Exemplary Life Spaces,” said Krueger.

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