"Loft apartments are the latest innovation in urban living. They are functional, practical, at the same time chic," Padilla said. Padilla led the opening of the Joya Loft model unit at the Rockwell Center before about 350 guests, mostly tenants and investors. "The lofts make the urban life on the East Side more exciting," he added. Joya’s lofts draw inspiration from San Jose, California’s chic Santana Row.
Located on the east side of Rockwell Center, the lofts are part of Joya at Rockwell, a twin tower residential condominium that’s number six in Rockwell Land’s residential projects on a 15.5 hectares of land in Makati where a Meralco power plant used to sit.
The newly opened loft model unit is a custom-built 122 sq. meter structure right outside Power Plant Mall. It is a two-bedroom unit with a handsomely furbished receiving area and floor-to-ceiling windows and glass wall panels. Above is a sort of balcony that overlooks the living room — it is actually a three-walled nest that serves as the master’s bedroom. This spot offers the best view of the house.
"The lofts cater to those who want to build a home that will fit their needs and wants. These days home, for many people, is where you could feel at home ," Padilla philosophized. He is convinced the A, B and upper C market of Rockwell will find the lofts the "ultimate living space" and will truly appreciate the concept of "owning a home and making it your own." The lofts are sold bare so buyers are free to design it to suit their needs and wants. One would therefore feel at home in it.
Padilla said they are pioneering the lofts in the Philippines. He believed the lofts could make for a new definition of home in the city. He was right. The market responded warmly, creating a niche among expats, overseas Filipinos and local businessmen. "Rockwell never sits on what’s working," he said.
The lofts are scheduled for competition in 2007. But they are almost sold out. According to Padilla, Rockwell has been selling 1 unit a day since they started pre-selling in January of this year. He said they had to find a way to add more loft units since 80 percent were sold right away. "Our buyers desire a home that’s more about living and less about survival, a home with space and light which guaranteed them eight hours of sleep, a safe environment, as well as great shopping and recreational experience," Padilla explained.
Joya at Rockwell boasts of its varied recreational amenties: outdoor swimming pools in a tropical landscape setting, a children’s playground and sundeck areas, a club room with a view of the pool, a games and billiards room, a two-story gym and fitness center, badminton and multipurpose courts.
"Rockwell is transforming the area into Makati’s haven within a haven," explained Padilla. The company might be reinventing urban living in the process. Planned for a balanced mixture of land uses – integrating places of residence with places of work, shopping, entertainment and leisure, Rockwell Center has approximately 50-percent land for greenery and open space. It is touted as an environment friendly development. The project has its own water treatment plant whereby recycled water is used for cooling towers and other non-potable uses.
Comprising the major component of Rockwell Center are five residential projects: Rizal Tower, Hidalgo Place, Luna Gardens, Amorsolo Square, and Manansala Towers. Located at the western portion of the site, the residential towers sit on a large exclusive garden block of 2.8 hectares.