[dropcap size=small]S[/dropcap]iri House, the new kid on the block at Dempsey stands out as a curious amalgamation of the current retail and lifestyle concepts splayed across Dempsey Hill. The 3,000 square feet space houses a retail corner featuring commissioned pieces from Thai designers dripping with the same street cred as those found in the neighbouring Dover Street Market Singapore. Then there’s the shoe box-sized art gallery hosting a whimsical installation by Thai artist Kantapon Metheekul (better known by his moniker GongKan). A restaurant, fitted with plush interiors complete with chandeliers, occupies the same floor, as does a property showroom fitted with finely woven Jim Thompson wallcoverings, plush armchairs, and a mock view of Bangkok’s chaotic city lights.
The mastermind behind this lifestyle concept? Sansiri, one of Thailand’s largest property developers, which has in recent years shed its conservative image to roll out some of the more unorthodox residential concepts in the market.
In November 2017, the company unveiled plans to launch a Monocle-branded residential development in Bangkok, the result of a partnership with the media company fronted by Tyler Brule. “Monocle residence won’t be some gigantic development where thousands of rooms are being sold worldwide. This will be very exclusive. Perhaps 120 to 200 rooms,” said Srettha Thavisin, president of Sansiri Public Company Limited.
This isn’t the first time the company has broken new grounds in the industry. Three years ago, they launched 98 Wireless, a 77-unit luxury development with interiors designed by Anne Carson. Boasting a postal code shared with major embassies, expansive rooms fitted with Ralph Lauren Home pieces, and a chauffeured Bentley limousine service for residents, it’s no wonder the luxury residence has commanded some of the highest prices paid for residential property in Bangkok.
With a vast portfolio that ranges from condominium projects to super-luxe abodes, the 34-year-old company is already established as one of Thailand’s oldest and largest real estate developers, but it is looking beyond the domestic market to fuel growth. “25% of Sansiri sales annually come from abroad,” said Thavisin, and the debut of Siri House in Singapore this year – beyond the usual two-day roadshows – reflects its growing commitment to wooing the Singapore investor.
The sales gallery at Siri House is currently modeled after The Monument Thong Lo, a 127-unit condominium sited in Thonglor, Bangkok’s answer to New York’s Lower East Side. This showcase is expected to change very six to eight month, casting the spotlight on a stable of Sansiri developments that might appeal to the Singaporean investor.
According to Mai Timblick, Sansiri’s chief global branding officer, Siri House in Singapore is the first lifestyle concept to be launched by Sansiri. A flagship outlet in Bangkok is slated to open in March this year.
Siri House might attract footfall with its trendy dining and retail offerings, but at the end of the day, it’s a savvy lifestyle concept that hopes to have you sign on the dotted line for your next property purchase in Bangkok. After knocking back a negroni (which references Sansiri’s Thai roots with the addition of Thai red tea) or five at the bar, you might very well find yourself whipping out the cheque book.
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Siri House at Dempsey, Singapore. Blk 8D, #01-02 Dempsey Hill, Dempsey Road. www.sirihouse.com