Singapore, has for some reason seen property prices climbing north again. I happened to browse through a Saturday edition (1st August 2009) of the Straits Times and found 21 property ads. So I read each diligently. What the developers are selling we can tell from their limited vocabulary which consists of the following:-
LUXURY
where luxury flows
eco-luxury residences
luxury resort living
luxurious urban sensibilities
luxurious indulgences
created for luxury
luxurious apartments
luxurious apartment sizes
holistic luxury
modern luxuries
luxurious hansgrohe fittings
EXCLUSIVE, UNIQUE, STATUS, PRIVILEGE, HIGH LIFE
exclusive freehold apartments
exclusive address for uber premium living
a private pool exclusive to each home
a limited edition development
unique ambience
uniquely themed
unlike anywhere in Singapore
unique leisure features
live the status in the city’s precinct
what the privilege within admire
where the high life awaits
a paradise of simplicity and class
modern opulence
REFINED, PERFECT, EXQUISITE
finally, refined living
refined finishing in renowned brands
perfect home for your dynamic lifestyle
enjoy perfection for a lifetime
exquisite interiors and quality finishes for luxe living
perfect retreat
sophisticated taste in mind
PEACEFUL, TRANQUIL, IDYLLIC
peace and quiet of hideaway
set amidst tranquility
idyllic haven
tranquil surroundings
NATURE, NATURAL, GREEN, LUSHNESS, VERDANT
be at one with nature
nature-inspired facilities
inspired by nature
natural lighting and waters running above the courtyard
home set amidst verdant landscapes
346,000 sq ft of lush, landscaped grounds
extraordinary greenery and surroundings
a refreshing green enclave
ICONIC, STYLE, DESIGN
iconic architecture
framed in brilliant architecture
the interior style of each unit is well thought out
specially designed with you in mind
lavished in celebrated brands
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In Shanghai, at the present pinnacle of all fantasy dream homes, that it quickly free falls into distaste, is the recently launched Star River (浦东星河湾) development in Pudong. It has ‘everything’: “opulent classical European architecture”; “unearthly beautiful gardens”, “artistic luxurious interiors”; “fully imported Italian marble and finishes”; a “leading 5-star hotel” within its gated premises; “international-standard club house facilities”; and “elegant shops with VIP service”.
Apartment units range from the big (215 sqm) to the humongous (592 sqm), retailing unbelievably between RMB 40,000 to RMB 70,000 per square metre. Take a look at its show apartments and you will be knocked flat by the sheer amount of marble marquetry, bevelled mirror, gold-leaf, ebony, onxy, chrome, leather upholstery, exotic timber, and fancy wallpaper surfaces that cover every single inch of its interiors. It’s not about its styling or decoration that one might object to, after all, it’s a matter of taste, but really, who on earth can come home to this disneyland every day, who can walk around without being suffocated by its make-believe, who can stomach its deep lack of self-irony? Something is seriously wrong here. Who would buy into this?
… Oh… hang on… 90% of them have been sold.