Joya Towers and Lofts leads pack

Joya Towers & Lofts, Rockwell Land Corporation’s latest vertical development has been receiving raves since its inception.. During the pre-selling phase of Joya from January to March 2004, about 20 percent of the available units have been sold. By the time Joya broke ground in Sept. 2004, plans were underway to expand the development. To date, Joya achieved close to 60 percent sales take up and has added 30 loft units to the original plan.

With a tag price of over five digits, you would wonder what Joya has to offer and why it is selling like hotcakes.

Rockwell has been touted as an innovator and has led the pack by introducing new concepts to the real estate market that just as easily proves to be a winning formula. The rest of the industry players tend to ride on Rockwell’s success.

In the case of Joya, the concept of integrating loft units to the master plan proved to be a hit. As soon as the market heard about Joya Towers & Lofts, Rockwell was flooded with calls from people inquiring about the lofts.

A loft is essentially a storage space that has been transformed into a living space. In Asia, it is what is called a shop house with the shop on the ground floor and living quarters on the second floor. What’s unique about the Joya Lofts is that the unit is sold bare, allowing buyers a free hand in designing the interiors.

Joya Lofts have a floor area ranging from 55 sq.m. to 148 sq. m. All the units have floor-to-ceiling glass-paneled walls that provide breathtaking views and allow natural light to illuminate the interiors. The first level may serve as a working space or a dining and living area while the mezzanine serves as the bedroom.

"Rockwell always has the buyer in mind. We don’t just create and build structures and sell them like one would a candy bar. We sell a lifestyle, a way of living. And you can see that signature in all the projects at Rockwell Center," said Val Soliven, AVP for Sales and Marketing.

She adds, "Joya Towers & Lofts offer more than just a place where urban denizens catch up on sleep. It offers room to breathe, a place to grow, an open space to let your imagination roam free. And because it is located in Rockwell Center, you can sleep soundly at night, knowing that you are in a safe haven."

Joya Towers & Lofts is a combined twin-tower and bi-level loft development on the East Side of Rockwell Center. It is scheduled for completion in 2008.