Nuvoland always a unique proposition

MANILA, Philippines - If there is one thing unique about Nuvoland Philippines Inc.,  it is its refusal to go with the flow and at the same time its ability to stay attuned with the needs and wants of its target market.

In an interview with The STAR, Nuvoland president Rally Martinez said  that what sets apart the company from the rest is its focus on having a unique proposition in all its projects.

“We will never compete in terms of price or payment terms although our projects are still price competitive. We operate on a so-called value niche. We never enter into markets where we cannot make a difference,” he said.

Take Nuvoland’s first project, the Infinity at the Fort Bonifacio Global City in Taguig which is sold out and turning over soon. When it was launched in 2007, Martinez pointed out that there were no mixed-use buildings in the area. “We were the first to offer a mixed-use type of development. Look at the area now. Everybody seems to be doing it,” he said.

Meanwhile, the company’s second project, Nuvo.City in Libis, Quezon City, is the only one with underground parking and overlay of amenity floors.

Nuvo.City’s first building, Aspire, is sold out and will be turned over to the unit owners sometime 2012. The second building, Dream, which was just launched, will be ready for occupancy in 2015. “Our goal is to launch a tower every one-and-a half years,” he noted.

The basement-only access to the residential condominium buildings was designed not only to avoid creating new traffic in the area, but also to afford more security for the unit owners. 

While Aspire is mostly regular floors, Dream’s last 10 floors will be devoted to Skylofts. The second tower also gives buyers the option to acquire bigger units by combining two studio units.

Nuvoland president Rally Martinez

“Each tower will have different combinations, unique offerings. Right now, we do not know what the other towers at Nuvo.City will feature since we make that decision close to launch time. The preference of buyers change and we cannot just impose what we want on them. We find out what the market needs and wants and that is what we offer to them. What we do is always market-driven,” Martinez emphasized.

At the podium level of Nuvo.City, there will be amenity floors that offer residents sports and recreational facilities. “It is as if they have their very own sports club within their own city,” he said.

The office and commercial buildings of Nuvo.City will be situated in front of the development, or along the main road, while the residential towers will be situated at the back, to give the residents privacy.

As a boutique developer, Nuvoland does not want to be limited to a particular segment of the market.

“While Infinity was aimed at the mid-upper to upper segment, Nuvo.City is for the upper-mid. At Infinity, the selling price averages P115,000 per square meter partly because of its location, while at Nuvo City, Dream sells for around P90,000 per sq.m. and Aspire is at P80,000 per sq.m. Dream sells for a higher price than Aspire because it came in later,” Martinez explained.

Also as a boutique developer which develops projects on an “opportunistic” basis, Nuvo.City does not want to be undertaking projects left and right just to take advantage of demand. “We try to keep our track record of excellence and give 100 percent to each project. How can I introduce the personal touch if we just build and build. In fact, I am so hands-on that I take charge of minute details, such as picking up the tiles,” he stressed.

Another unique thing about Nuvoland, and Nuvo.City in particular, is its Lifestyle Center, a 1,800-sq.m. structure in Libis which serves as a one-stop shop for prospective buyers.

Martinez said that at the Lifestyle Center, there are six model units, all designed by some of the best interior designers here and abroad.

One Skyloft unit was designed by Ito Kish while another was by Isabel Berenguer-Asuncion. One Aspire unit, meanwhile, was designed by Pixie Olivares, and the other by J. Anton Mendoza. For the two Dream model units, Nuvoland tapped the services of Hongkong-based interior designer Joseph Sy. Two of the model units showcase how two studio units can be effectively combined.

“If you notice, we have given emphasis on the studio units because we want to show the buyers how best to design and utilize these units for efficient use of space. That by itself sets us apart from the others,” Martinez said.

For this one-of-a-kind developer, a collaboration among the Jimenez (GMA 7) and Belmonte (Philippine Star) families and Martinez, the future is brighter than ever.

Martinez revealed that they have an upcoming project – a resort community in Batangas in joint venture with the landowner – which will be launched end of this year.

Located within a 100-hectare property, Martinez would not reveal details of the project. “Suffice to say, we will be introducing something never seen before - single detached condos,” he said, without elaborating on the concept.

The launching of the Dream Tower

Martinez added that there had been offers for Nuvoland to go southwards but the matter is still under consideration.

Asked whether going public is an option, he said: “What for? What we want is organic growth. We have enough funds and we would like to keep things the way they are. We have an excellent and ideal partnership.”