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Manila Bulletin devider Business devider The Stock Market devider SM Prime unit completes Provence enclave as high-end demand climbs

SM Prime unit completes Provence enclave as high-end demand climbs

Published Feb 5, 2026 03:02 pm
SM Prime Holdings Inc., the Philippine integrated property giant, is expanding its footprint in the luxury leisure segment as demand for low-density residential spaces outside Metro Manila continues to climb.
Highlands Prime Inc., the company’s high-end mountain resort subsidiary, has completed Provence, a Southern French-inspired enclave situated within the expansive Tagaytay Highlands complex.
The 8.3-hectare development in Talisay, Batangas, represents SM Prime’s latest push to capture the affluent residential market seeking alternatives to congested urban centers.
Provence consists of 119 residential lots with an average density of 14 lots per hectare, reflecting a broader industry shift toward sprawling, open-air master-planned communities.
The site is located along Lakeside Fairways Drive in the Tagaytay Midlands area, featuring elevations that provide views of Taal Lake and the volcano.
Mary Eleanor Mendoza, senior vice president at Highlands Prime, said the project was designed to mirror the tranquility of the French countryside, a concept that has already seen strong traction among buyers.
Lot sizes in the development range from 240 to 451 square meters. Mendoza noted that the vision for the project has resonated with discerning investors, as evidenced by a substantial portion of the inventory already being sold.
The development is positioned as a year-round primary residence or a long-term investment vehicle rather than a mere weekend retreat. To support permanent living, the company has installed independent water supply infrastructure and full backup emergency power systems.
The community’s layout includes a central promenade, an infinity pool, and a multipurpose pavilion, all integrated into the 1,300-hectare Tagaytay Highlands estate.
The move comes as Philippine developers increasingly leverage improved infrastructure to market provincial properties to Manila-based professionals. Provence is accessible via the South Luzon Expressway, the Cavite-Laguna Expressway, and the Manila-Cavite Expressway, shortening the commute from the capital's central business districts.
SM Prime’s focus on lot-only upscale developments highlights a strategic pivot toward high-margin, low-maintenance residential products. By emphasizing exclusivity and the cool climate of the Batangas-Tagaytay ridge, the company aims to solidify its position in the premium mountain living niche.
Mendoza emphasized that the estate's combination of nature views and modern leisure amenities defines the signature brand of luxury that Highlands Prime intends to maintain across its portfolio.
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