First impression: Apartment - Renew what seems old

When I researched, I learned that the first field this business is targeting is Residential and Urban real estate with unique architectural motto, environmentally friendly materials create classy and luxurious living space, contributing to the development and change of urban appearance in the locality.

Indeed, my first impression That is, among the many real estate and business awards that BCG Land has won, 7/13 awards are for architectural design, creating the best lifestyle. So why does BCG Land delve into design, architecture, and what is the relationship between BCG's design, architecture and lifestyle, and why is it awarded such an award?

King Crown Infinity Project – One of the most luxurious and exclusive real estate projects of BCG Land (Photo: BCG Land)

Developing housing projects, especially high-rise apartments and complexes, is nothing new in Vietnam, it has become too familiar not only to investors but also to residents and society. That familiarity is a favorable condition for real estate developers, because society and people have shaped a new lifestyle with apartments and new urban areas. However, on the contrary, it has also become a difficulty and challenge for investors because the rapid and numerous development of housing projects has created boredom because there is not much breakthrough in planning, architecture and apartment design.

In recent years, with the advent of new materials and technologies, buildings with aluminum and glass walls have appeared. Initially, this so-called new material created a sense of difference and modernity, but over time, with repetition, this material creates a feeling of coldness, insensitivity, and glare when reflecting sunlight, while also contributing to increasing urban effects, typically the phenomenon of heat island.

I do not mean to disparage these architectural styles, but to make the above comment just to emphasize one point, when residential real estate projects, especially high-rise apartments, develop to a certain level, they will become saturated and it will be very difficult to be creative, very difficult to create a breakthrough in architectural design. Over and over again, there are only so many styles. Meanwhile, almost only architectural design can create an impressive, unique style for each project.

The overall quality and value of a residential project is often assessed through the quality of construction, facilities, equipment and architectural design; if expanding to an urban area, it is also the environment and infrastructure (both social and technical infrastructure). Materials and equipment are almost the first factors. Especially the trend of the 4.0 revolution with digital technology, digital society, applications in construction such as smart cities, smart homes..., materials and equipment, technology cannot be underestimated, if not to say that from a certain perspective, it also plays a key role in creating convenience and lifestyle for residents. I am impressed with BCG Land's choice and determination to apply materials and equipment.

As analyzed, real estate developers are almost equal in choosing design companies and architects. But the difference, making the uniqueness of each project, each construction, even each house, apartment is in the design idea and the choice of design, architecture for their construction. Cooperating with an architect, design company, but how the construction is depends on the investor, in which the important thing is the philosophy, thinking, perspective and goal.

Therefore, I really like the “Manifesto” of Mr. Tan Bo Quan, Andy - Chairman of the Board of Directors of BCG Land: “Our aspiration is to redefine the lifestyle of the future. BCG Land pursues the goal of creating a new lifestyle. To fulfill the mission of redefining living standards, bringing projects with the best lifestyle, BCG Land has built projects that go hand in hand with nature conservation, development with the responsibility of protecting the environment and preserving it for future generations. That is our motto when implementing any project, how to make every step of the business leave a good impression in the hearts of the community, contributing positively to changing the face of the country”.

BCG Land always pursues the goal of creating a new lifestyle, building projects that go hand in hand with nature conservation (Photo: BCG Land)

Why do we need to “reshape our lifestyle?” Because for a long time, due to the urgent need for housing, we have mainly focused on solving “housing” and paid little attention to “living space”, that is, “how to live”, and even less attention to “living space”. The way that BCG Land is pursuing is to create a living space that is not only limited to four walls, but also and more importantly, the feeling when returning to “your urban area”, “your house” and then “your home”.

Writer Nguyen Thi Thu Hue, President of the Hanoi Writers Association, shared with us: We are grateful to the corporations and units that have built infrastructure and created beautiful projects. At the same time, we need to reorient cultural life, otherwise it will become a limp. It is not true that having a lot of money means having culture, having a lot of money to buy expensive villas and apartments... but lacking culture, having inappropriate views, causing inconvenience to people around.

Perhaps that is why BCG Land's King Crown Infinity Project was honored as "The most beautiful architecturally designed high-end complex project in Vietnam in 2021" at the Dot Property Vietnam Awards 2021, and was also honored as "The best high-end apartment project in Ho Chi Minh City" at the PropertyGuru Vietnam Property Awards 2021. Here, the creation of architectural curves and the arrangement of utility floors in the area make people not feel like a "normal apartment complex" as usual, but an artistic architectural work in a resort with cultural and artistic emotions.

Professor Dang Hung Vo concluded that in just the last 3 decades, the concept of luxury real estate has changed a lot, " the value calculated by money to create real estate is no longer the main value, instead, the values ​​not created by money such as location, convenience for life, cultural value, environmental quality, smart solutions account for a higher proportion. The values ​​not created by money will create the value calculated by money in luxury real estate " .

Perhaps that is why BCG Land was honored as “Vietnam’s Best Lifestyle Real Estate Developer” at the Dot Property Vietnam Awards 2022. And, among the awards that BCG won, I pay close attention to the King Crown Infinity Project which was honored with the award category “Best Luxury Apartment Project in Ho Chi Minh City” at the PropertyGuru Vietnam Property Awards 2021.

Why? Because of the design, from the floor plan to the interior arrangement for each space to maximize its function, the apartment is confined in a fixed and often narrow physical space. For many years, architects and investors have sought every way to be creative and optimize the apartment in terms of both physical and sensory space; therefore, they have almost "run out of ideas", now wanting to create "something" different is very difficult. Therefore, winning the "Best Luxury Apartment Project" award is not easy at all...

This is a testament to the philosophy and aspiration of BCG mentioned above, which is “reshaping the lifestyle of the future”, and “BCG Land pursues the goal of creating a new lifestyle”. In fact, this philosophy or aspiration is not pursued by only BCG Land.

It is always easier said than done, especially in the field of construction, architecture and more specifically real estate development. Specifically, in terms of design and architecture, if you want to create your own style, especially when that style has to shape the future, having an idea is difficult, convincing customers and residents is even more difficult, especially in the luxury segment that BCG Land pursues. Because it is not only an aspiration, a passion but must be materialized into an idea; then you must convey that aspiration and idea to the team of architects and designers...

Yet, all of this would be just an illusion if there were no “first” problem of “where is the money”. Because in reality, it is because of this “first” thing that many investors, in order to reduce costs, do not hesitate to “lift” the ideas and designs of previous projects to “apply” to the next project. And, it is from that reason that gradually makes the apartment buildings become boring because of the monotony... But BCG Land is different, this enterprise is willing to “spend”, invest both brainpower and money in the design stage; but that is also why the enterprise has achieved success. And the greatest success here is not only in the award, but higher, it is the recognition of society and prestige with customers.

That is why I really appreciate the sharing of writer Nguyen Quang Thieu, Chairman of the Vietnam Writers Association: “ We must find a way to make an apartment or condominium both ensure privacy, separation, and freedom, but also create a space of harmony and sharing with each other. We have extremely beautiful new urban areas, although I really like them, I will not live there because they are just oases. Urban living here cannot be separate but must be in the whole, in harmony with the whole city. Investors must gradually remove the “ messy space ” as public opinion has reflected”.

Second impression: Resort real estate – The most difficult thing is the compromise

BCG Land always has a vision to develop sustainable resort real estate projects from the design stage to the operation stage. BCG Land's projects aim to use renewable energy, use environmentally friendly materials and combine with local culture to carry out activities that bring unique experiences to visitors and minimize the impact on the natural ecosystem.

If in the housing and urban area segment, BCG makes a difference through design and architecture to conquer the luxury customer segment, then in the resort real estate segment, the investor still pursues this philosophy, that is, forming a living space, a cultural space with its own style. However, with the orientation towards luxury customers, focusing on foreign customers, it is not easy to have something new to attract them.

Combining with local culture to carry out activities that bring unique experiences at the Hoi An d'Or project (Photo: BCG Land)

Firstly , because these are people who have been to many places and experienced many levels, there must be something unique to convince them. Secondly, the customer base is very rich and diverse, so creating a common point to harmonize everything is not difficult, but very difficult. Thirdly, this customer base is often people who are fed up with work pressure and urban life, but they still demand to be served according to civilized, modern standards with enough sophistication and meticulousness. In short, it is necessary to meet the strictest needs to the point of being... picky. And, the first thing in BCG Land's development strategy, and also the key overarching factor, is still architectural design. 

Therefore, how can luxury customers experience, explore, enjoy and enjoy a space that blends Western and Eastern cultures, both familiar and new...; that is the important thing that this design style brings. This is difficult but must be achieved.

So, has BCG land done this and to what extent has it done? This is difficult to say, because architectural form can be expressed in words, but the feeling of that architectural space, especially as a living space, a cultural space, can only be felt fully by going there. However, it is possible to sketch out a few lines like this; take the Malibu Hoi An project as an example.

Feng Shui has a saying: First is the location, second is the world, third is the direction. That means the location is the top criterion. Our ancestors also said: First is near the market, second is near the river. That is for housing in general. What about real estate for tourism and resorts? In my opinion, the location is even more decisive. Simply so that tourists can enjoy the landscape, space, both geographical space and the most typical cultural space of the place they are visiting. Next is the convenience of travel, because travel is often considered one of the top factors in tourism, simply because convenient travel will help you reach many places, ensure health and create experiences, discoveries and inspiration for the trip.

Based on these criteria, Malibu Hoi An is a wise choice for the investor, because this is a location on the axis connecting the center of Da Nang city with the world cultural heritages in Hoi An. Therefore, it creates a very convenient connection to travel to famous tourist destinations such as Hoi An Ancient Town, Cu Lao Cham, My Son, Hue Imperial City and many beautiful beaches of Da Nang - Hoi An such as Ha My, Non Nuoc, My Khe, An Bang, Cua Dai...

Above, I mentioned that the combination of indigenous architecture and culture in the construction is one of the factors that create identity and uniqueness if it is skillfully and smoothly blended with modern Western architecture. There is a truth like this, in Ha Giang there are at least two types of quite unique architectural works, which are the rammed earth houses of the Ha Nhi and Mong ethnic groups and the stone fences of the Mong people. This architecture is very attractive to tourists, including foreigners and especially foreigners. However, tourists only come to admire and explore, but if they think about staying in those houses, it is a different story. Because the simple thing is that discovery requires uniqueness, while staying at least has to be associated with convenience.

Even the "home stay" model in the Northwest region of our country is considered a unique type of tourism that attracts visitors by preserving the lifestyle of local people. After the first years of booming development, it has now undergone appropriate changes.

In our country, the motto of combining tradition and modernity, Western culture and local culture is applied quite well by investors in resort real estate and brings success depending on the level. Specifically, how smoothly and skillfully is that combination to create a space that is both luxurious and modern, unique and imbued with local culture. Regarding this content, I would like to cite evidence from the investor BCG Land, typically in the Malibu Hoi An project.

Associate Professor, Dr. Architect Hoang Manh Nguyen, a leading expert on green buildings in Vietnam, shared: “ Talking about the future, we talk about architectural design and creating living spaces to create cities and sustainable urban development. The beginning of a city today requires many factors in terms of resources, livelihood organization, resource exploitation... Urbanization is not about migrating to the city, expanding the city but about sustainable development, towards sustainable green cities ...”.

For example, in the Malibu Hoi An project, the architects have carefully researched and cleverly combined the local Thanh Ha ceramic material into the roof surface; this not only has the effect of preventing heat and minimizing the greenhouse effect, but also creates a traditional beauty for the building and the entire project. Or in the shophouse subdivision of the Hoian d'Or project, local materials such as roof tiles and terracotta walls are also used to build the shophouses. Along with that, environmentally friendly green materials such as bamboo, wood, and thatched roofs are also used in the utility works serving the project. Therefore, Malibu Hoi An is considered a project designed in a modern style, but with a skillful blend of the liberal spirit of the American style and the harmonious beauty of indigenous nature.

BCG Land's Malibu Hoi An resort real estate project aims to use renewable energy (Photo: BCG Land)

Final words

Reading up to here, some people may say that I am advertising (PR) for businesses. I do not object, because if a business is good and I do PR, then there is nothing bad or wrong. Many universities even have departments that teach how to do PR and communication. Moreover, developed countries, the West, have taught and learned PR for a long time, not being "allergic" to PR like when people do not fully understand PR. On the other hand, society and the world are getting flatter, so there is more need for PR, to know, to choose, and especially to choose correctly, effectively, worth the money spent when buying a product or service.

But this article is not for PR purposes, but only the writer's feelings, some things are universally recognized, some things are personal, expressing personal feelings about new phenomena and can be considered new trends, including BCG Land. Because the function of our Vietnam Real Estate Research Institute is to research, debate, and especially summarize practices to recommend and propose, the purpose is also to contribute to promoting social development. If anyone reads this article and finds it a useful PR article to identify practices, then I feel very happy.

Source: https://baodautu.vn/thuong-hieu-tre-bcg-land-va-cam-nhan-ve-nhung-dieu-khien-nguoi-ta-phai-nho-den-d221284.html