Heeton Holdings is eyeing avant-garde designs for its projects in an effort to rebrand itself and expand its portfolio.
Danny Low, executive director and chief operating officer of Heeton, said the firm is considering new ideas for its future developments in the Orchard Road area.
The boutique property developer has already started implementing this scheme with its iLiv@Grange, a condominium inspired by Philippe Starck and located at Grange Road.
Heeton expects that the units will fetch more than $3,000 psf on average.
iLiv@Grange is Singapore’s first luxury residential property that incorporates landscaping elements and interior design by Yoo – a collaboration between English developer John Hitchcox and Starck.
Its facade was courtesy of Italian architects Mercurio Design Lab.
With its curvaceous and smooth contours, Mr. Low said he believes iLiv@Grange is the company’s test bed for avant-garde and more unusual design ideas in the country’s growing property market.
"Even though we are a boutique player, we are conservative in some ways. We also want to make sure that whatever we do, it must be appreciated by buyers and of course, the market in the future," said Mr. Low.
"It is also something that we got out of our comfort zone to sign up two reputable designers from Italy and France, not something that many small firms like ours will take the risk," he added.
Aside from iLiv@Grange, the company’s other key boutique development projects include The Lumos in Leonie Hill and the Juluca in Pasir Panjang.
Future projects of Heeton also include the old Mitre Hotel site located at Killiney Road, which it acquired last year for around $121 million.
According to reports, the hotel was launched in 1948 but halted operations in 2002 when it failed to renew its license.
Heeton plans to convert the hotel into another boutique residence, which is likely to be launched during the first half of next year.