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News
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Putting
a new face to an enduring landmark
from Philippine Daily Inquirer - August 31,
2004, by Charles E. Buban |
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VISUAL appeal and functionality interplay at
the Pavilion's design.
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THE OPENING of Edsa Central Shopping
Complex in the '70s marked the beginning of a concept called "midway point" wherein travelers either going to work
or back home could go some place halfway their destination to shop, dine or just relax.
Ever since then, Edsa Central has
become a people magnet, a fact that has contributed to the transformation of Edsa and Shaw. Boulevard intersection into
one of Metro Manila's busiest districts.
The area around the complex is no
longer just a large patch of grassy land and few office buildings like it was many years ago.
These developments have happened:
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New establishments have risen.
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The intersection is now very busy because of
the Edsa Metro Rail Transit.
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The volume of people has risen exponentially
inthe last few years.
Because of these, Greenfield Development
Corp., the property development firm that owns and manages the shopping complex has taken the bold step in providing a more
modern and convenient commercial hub.
Today, travelers, shoppers and bargain-hunters
alike will be delighted to see that Edsa Central is now bigger and better to serve the ever-growing market.
Major transformation
This is Edsa Central's major transformation
since it opened in the '70s. The 8-hectare property is being redeveloped through several phases among which is the major makeover
of the main mall, the three-level New Edsa Central Pavilion and the improvement of the Edsa Central Station, formerly
the MRT Station Mall.
As the primary focus of the initial
phase of the redevelopment, the Pavilion will carry the banner of the whole commercial complex, a reason Greenfield tapped
the services of one of the country's leading architects, WV Coscolluela and Associates.
One of the major hurdles that the
firm had to consider in the main mall's makeover was how to make use of the existing structure to minimize cost as well as
how to merge it seamlessly into the Edsa-Shaw station of tb.e Metro Rail Transit now known as Edsa Central Station.
"As you know, it's always
easier to plan from scratch, where ideas are more freely expressed. Having to do with plans with existing limitations are
always considered difficult and a big challenge for us architects," shared principal architect William Coscolluela.
Latest Trend
The design concept throughout the
Pq.vilion's close. to 23,000-square-meter total floor area follows the latest trend in shopping center design wherein there
is the balance between visual appeal and functionality.
"They must offer spacious ground
floor, provide tenants maximum exposure whatever level they may be located, impart new experience to shoppers, and people
must be able to conveniently navigate inside," explained Coscolluela. The design must give equal concern for both tenants
and shoppers.
Indeed, the new design provided
the Pavilion. a cavernous interior so that people can see more store facade [even those located at the second and third level].
An entrance feature was constructed complete with water features, planters and benches to serve as a rest stop for busy and
weary customers.
For effective customer traffic circulation,
escalators were provided on both ends of the Pavilion. |
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More than 3,000 sq m of space was provided to
the Food Central at the second level. |
On the second level, the Food Central occupies
more than 3,000 sq m of space. It is dotted with fast-food restaurants and stalls to give mallers a pleasant dining experience.
"Those who prefer an al fresco setting
can have their meal at the balcony that overlooks the entire Edsa Central or on the other side, the whole stretch of
the retail spaces at the lower level," revealed Coscolluela.
Linkage to MRT station
The linkage to the MRT station was also
given utmost consideration in the design of the Edsa Central Pavilion.
"The main mall's connection to the station
[Edsa Central Station] must be seamless so we employed design patterns not too different to the MRT station's designs,"
explained Coscolluela.
Considering the tight space, curve lines
were introduced in the interior space. of the Edsa Central Pavilion, which provided the spacious look.
"The curved roof with specially designed
trusses gave the interior the required grandeur: an airy, expansive, illuminated feel," shared Coscolluela.
The continuous frosted glass clerestory
on both sides helped provide brightness of the interior.
The air-conditioned structure was built
with reinforced frosted glass as windows and a curved ultra-high ceiling to give the mall fresh, expansive look.
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The new design provided the Pavilion a cavernous interior
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For better traffic circulation, escalators were provided.
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More developments
Aside
from the Pavilion, the spruced up Edsa Central Hub [the former jeepney park -area], Edsa Central Square [now the value center
where the former cinemas were located], Greenfield is also planning to build a new chapel inside the Pavilion, as well as
more shopper-friendly features such as pedestrian bridge link.
Areas to be redeveloped include the
Edsa Central Marketplace, the only traditional wet market at the heart of a commercial and business district.
Greenfield gradually realizes its vision
in building not only a shopping complex but a real business district -- to be called the Greenfield District -- to serve the
continually evolving - populace and to assist the government in its campaign for urban renewal.
With the redevelopment, the developers hope
the Edsa Central Shopping Complex will ceaselessly remain a major crossroad for shoppers and major value haven for years to
come.
It
rained hard in the morning of April 19, but fortunately drained mid-afternoon right in time for the Grand Opening of the Soho
Central Model Unit at the EDSA Central Mall.
The affair which
formally starts at 5 p.m. had guests arriving as early as 3 p.m. But with everything set and ready, the more than 500 guests
were immediately treated to cocktails whilst they marvel at the showroom- a two bedroom and a studio cum one bedroom residences.
Shown at the ribbon cutting ceremony are guests-of-honor Mandaluyong Mayor Ben Abalos
[second from left] with Mrs. Hilda Antonio along with Greenfield Development Corporation's EVP and Director, Jeffrey Campos
[left] and Meridien Development Group's and Century Properties Inc.'s Chairman, Jose EB Antonio.
The studio cum
one bedroom features a living, kitchen and dining area with toilet and bath, while the two bedroom flat unit consists of a
master's bedroom with closet space, a spare bedroom, adjoining living, kitchen and dining area and a toilet and bath. All
Soho Central units extend into a balcony.
Despite the unit's apparent minimalism in design and concept, both yield a distinct
style and a few pleasant surprises to the rigors of urban living. It gave guests a striking impression of the chic “
New York ” style of living. The spaces with its clean lines and uncluttered openness are punctuated by a few eclectic
design elements in bold and dramatic colors. Precious decorative treasures and intriguing pieces also accentuate both model
residences. The bedrooms become more intimate embodying a character all its own. The master's room is sophisticated and lucid
while the 2 nd bedroom designed as a kid's room is enriched in bright playful mood. Both kitchens are modern and stylish.
To give a more
comprehensive insight on the project and its master plan, guests were also presented an impressive audio visual presentation
in the viewing area of the showroom. Highlighting the affair was the ribbon-cutting ceremony which was graced by the presence
of guests-of-honor Mandaluyong Mayor Ben Abalos and Mrs. Hilda R. Antonio. Also in powerhouse attendance are Greenfield Development
Corporations' senior executives to include chairman Joselito “Butch” Campos , President Carlos Ejercito and EVP
and Director Jeffrey Campos. On the Meridien Development Group [MDG] and Century Properties Inc. [CPI] team, present were
Chairman Jose E.B. Antonio, MDG CEO Ricardo Cuerva, President Rafael Yaptinchay and CPI CEO John Victor Antonio. Other prominent
guests seen at the event were top notched PR Lady Becky Garcia, T.V. host and movie actress Dina Bonnevie, character actress
Jean Saburit and renowned architect Roger Villarosa.
The affair ended at pass 10 p.m. way over the mall's operational hours. But no one
seemed to mind. With an outstanding 40 units closed that day on top of the notable number of pre-sold units, who wouldn't
be in such high spirits. Indeed, a successful start to experience the allure of urban existence… the Soho way!
A Bit of New York in Mandaluyong
Philippine Daily Inquirer - February 13, 2004
A luxurious, 24-hectare sprawl amid lush environs with trendy shops,
restaurants, bars and cafes will soon be developed at the EDSA Central, corner EDSA and Shaw Boulevard , Mandaluyong City
.
In the heart of this ultra modern community will rise the the two-tower,
39-storey Soho Central, named after New York 's hippest neighborhood. For this vibrant community – a joint venture of
Greenfield Development Corp. and Meridien Development Group, exclusively marketed by Century Communities Corp. – entertainment,
fashion and arts will be just a heartbeat away.
Ready to meet the demands of 21st century urban living and keen on striking
a balance between work and leisure, the Soho Central concept makes everything and anything within comfortable reach –
and that includes transportation.
“The trend today in contemporary residential buildings is work-
and transportation-oriented development,” says Century Properties Inc.'s [CPI] young managing director John Victor
R. Antonio. CPI is one of the companies behind one of the country's high-end residential buildings, Essensa East Forbes at
The Fort.
Indeed, the Soho Central is planned, designed and developed with urban
realities in mind.
Easy
access
A
walkway will directly connect residents to the Shangri-La Mall and EDSA MRT station, much like the way New York buildings
are connected to the subway and shopping arcades. The MRT, Antonio says, will be the preferred transport of young executives
to avoid heavy traffic and the risk of being late for important meetings.
Everything will be within walking distance – whether
residents want to shop, eat or work. Accessibility and connectivity are the keywords.
Soho Central alone will feature four levels of retail and commercial
establishments and basement parking slots, with amenities such as first-class health, spa and gym facilities, lap pool, landscaped
Zen garden and meditation area, laundry and dry cleaning services, function rooms and business center, and residents' lounge.
The building is near schools, churches and the hospital, Medical City .
This is luxury living at reasonable prices. For as low as P8,000 a month,
it can be anyone's dream home. Available are studio, one-bedroom and two-bedroom units at 30, 40 and 60 sq m, with floor-to-ceiling
panoramic windows.
All units in Soho will have balconies. “We feel it is important,”
says Antonio. “Condo living, as some people would say, is tighter than normal. The balcony is a way for our residents
to connect with the outside world, to get fresh air and see greenery.”
Quality
life
But are Filipinos ready to give up their lawns and homey quarters for a 30-to-60-sq-m space?
Space is at a premium in the city, and Antonio says people can readily
adapt to this new trend. Besides, he adds, the alternatives are not that appealing. He says a house in the suburbs often mean
distressing hours stuck in traffic every single day.
Designs are flexible, Antonio says. Buyers can, say, get two studio units
and have the wall between them removed.
But even a small unit does not have to look cramped, as Soho 's model
units interior designer Ricardo Cuerva Jr. proves. Antonio says Cuerva used light colors and mobile and multifunction furniture
pieces to give an illusion of space.
“The
idea is to make use of vertical spaces since you have a limited horizontal space,” Antonio says. For instance,
folding chairs hang on one side of the wall to reduce clutter and make the limited space larger than what it really is. By
going minimalist, there is less visual overload.
City Centre Living is a Growing Trend
Philippine Star - January
31, 2004
More and more people are choosing to dump the grind of the daily commute
and instead live in the heart of the city alongside work and leisure locales. With a growing population of 11 million for
Metro Manila alone, location is critical and urban living seems to be the best way to bring back quality in people's lives.
A case in example is the fast sell out of Bel-Air Soho which sold out
all 146 units in just five months. Bel-Air Soho is a residential condominium located in Polaris Street in prime Makati Avenue
. According to owner and developer Century Properties-Meridien Development Group Chief Executive Officer Ricardo Cuerva, “There
seems to be growing market for affordable yet centrally located and quality homes.”
Following the success of Bel-Air Soho is Soho Central, a 39-storey residential
project situated in the middle of the EDSA Central redevelopment. The Soho brand showcases a unique lifestyle that comes with
living in a prime city center location. Imagine enjoying all the comforts and convenience of a live, dine, shop, work and
play enclave at the heart of a progressive metropolis for only P8,000 a month.
Leisure facilities are mainly within walking distance or at least easily accessible
by public transport, which cuts down on travel time and expenses. Soho Central will directly connect to Shangri-La Plaza and
EDSA MRT Station and short distance away from EDSA Central Market, SM Megamall, the Podium, and Medical City . Also in close
proximity are offices, schools, churches and hotels. “City center living does appear to promote more sustainable
lifestyles and the attraction and ‘stylish appeal' of ‘work and play' on the doorstep can be very tempting especially
to young urban professionals,” adds Century Properties Chairman Jose EB Antonio.
But it is not just individuals who have begun to take
more of an interest in properties within the city centers. Many larger corporations have realized the potential of buying
comfortable apartments as a means of accommodating visiting employees as an alternative to paying expensive hotel bills. Investors
too are more aware that the rental market for prime locations is likely to remain strong.
P2.5-B Project Sets Pace for Newest Metropolis
Philippine Daily Inquirer - January 13, 2004
The EDSA Central redevelopment signals the onset of its ambitious master plan with
the recent contract signing of a P2.5-billion joint-venture agreement between developers Greenfield Development Corp. and
Meridien Development Group.
At the center of the 24-hectare redevelopment of EDSA corner Shaw Boulevard will rise
Soho Central, a mix-use residential and commercial project of the newest and most progressive metropolis.
The 39-storey development will have 30-60 square-meter units, each with its own balcony.
Located near the newly built EDSA Central Bazaar, Soho Central will bring a world of convenience. It is accessible via a direct
link to the MRT station.
For decades, EDSA Central has remained as a premiere commercial destination and a
major converging point and link for thousands of commuters. The development of Soho Central will add to this destination a
landmark for a new, modern and mobile society. The joint-venture agreement was signed by
Meridien Development Group chair Jose EB Antonio and Greenfield Development Corp. chair Joselito D. Campos. Also present during
the signing are MDG President Rafael Yaptinchay, CEO Ricardo Cuerva and GDC President Carlos Ejercito and Director Jeffrey
Campos.
Chic Urban Living for P8,000/month
Philippine Star - January 10, 2004
Imagine enjoying all the comforts and convenience of a live, dine, shop, work
and play enclave at the heart of a progressive metropolis for only P8,000 a month. Property giants Greenfield Development
Corp. and Meridien Development Group answer the dream of every Filipino by offering a dream home at affordable prices and
attractive payment terms.
According to CPI Chairman Jose EB Antonio, the project Soho Central is an
excellent and unique project not only because of its pricing and affordability but also for its desirable location and investment
value.
Soho Central is a twin 39-storey residential and commercial development located
in the heart of the EDSA Central Redevelopment. An enviable address, Soho Central is located right in the middle of the 24-hectare
EDSA Central redevelopment. EDSA Central is a major converging point for thousands of commuters and a premiere commercial
and residential destination.
Geared towards young urban professionals [yuppies], young couples and small
families, Soho Central will bring a new world of convenience as it will directly connect to Shangri-La Plaza and EDSA MRT
Station and a short distance away from EDSA Central Mall, Megamall, The Podium, and Medical City . Also in close proximity
are offices, schools, churches and hotels.
Soho Central caters to the needs of today's active young professionals as
it is designed to provide incredible ease of access to business, shopping, dining and entertainment. It gives residents the
unique and ideal pleasure of living in a vibrant, modern and mobile metropolis.
Take a leisure stroll to nearby shops and restaurants or take an easy direct
access to the MRT station [or take a convenient MRT ride] and link yourself to virtually every place in Metro Manila in just
a few minutes!
Features
Delight on the impressive array
of facilities for the exclusive enjoyment of Soho unit owners. Floor
and Unit plans at Soho Central are skillfully designed and fits in with the dynamic lifestyles of contemporary urban dwellers.
Simple yet functional and stylish, the 30 to 60 square meter units come complete with kitchen cabinetry and bathroom fittings.
Each unit will also have its own balcony with full view of the environs.
Greenfield
Development Corp. and Meridien Development Group, with marketing partners Century Communities Corp. and Meridien Moderne Inc.,
are behind the Soho Central project. The Century Group of Companies is a recognized forerunner in the real estate property.
A provider of premium projects that include among others: La Maison Rada, Le Triomphe, Le Metropole, Pacific Place, Le Domaine,
One Magnificent Mile, Medical Plaza Makati, Medical Plaza Ortigas, Oxford Suites, West of Ayala, The Riviera Golf and Country
Club and Essensa East Forbes.
SOHO Central Project Unveiled
Philippine Star - January 3, 2004
The EDSA Central Redevelopment signals the onset of its ambitious master plan with
the recent contract signing of a P2.5-Billion joint venture agreement between developers Greenfield Development Corporation
and Meridien Development Group.
At the center of the 24-hectare redevelopment of EDSA corner Shaw Boulevard will rise
SOHO Central, a landmark mix-use residential and commercial project of the newest and most progressive metropolis.
The 39-storey development will have 30-60 sq meter units, each with their own balcony.
Located near the newly built EDSA Central Bazaar, SOHO Central will bring a world of convenience. EDSA Central has been a
commercial destination and a major converging point and link for thousands of commuters. It is accessible via a direct link
to the MRT Station. The development of SOHO Central, will add to this destination a landmark of the new, modern and mobile
society. Shown
sealing the venture with a handshake are Meridien Development Group's [MDG] Chairman Jose EB Antonio [right] and Greenfield
Development Corporation's [GDC] Chairman Joselito D. Campos [left]. Also shown in the photo are [from left]: MDG President
Rafael Yaptinchay, Chief Executive Officer Ricardo Cuerva and GDC's President Carlos Ejercito and Director Jeffrey Campos.
Pinoy yuppies can live ‘Big Apple' style
Philippine
Daily Inquirer - December 23, 2003
'HIP' PAD FOR P8,000 A MONTH
If you're
one of those driven young and independent urban professionals like the characters in the comedy sitcom “Friends”,
trying to make a mark in the metropolis and would like to own a pad near your office and hangouts, a development at the corner of
EDSA and Shaw Boulevard could catch your fancy.
The builders behind upscale developments such as Essensa East Forbes, West
of Ayala and the Riviera Golf and Country Club, are focused on the working class this time. They are in the middle of the
development of a 35-story residential twin-tower designed with young executives in mind.
'Soho' concept
With the “ Soho ” concept of urban living at
its core, the development would be right smack in the middle of a satellite city [much like the Rockwell development concept].
Only this time the satellite city would be much more accessible—at the 24-hectare lot that was formerly called the EDSA
Central. That residential property will soon be named Soho Central.
The Soho concept is patterned after the “hip” neighborhoods in
New York and London , and started when young artists in the 1960s quietly moved into buildings in these areas that provided
lofty spaces to answer the crave for authenticity, and maybe some peace and quiet, in their living environments.
John Victor R. Antonio, Managing Director and COO of Century Properties Inc.
said this “quiet movement” produced areas that developed into communities and eventually metamorphosed into residential,
commercial and artistic zones. He added that cities that espoused the Soho lifestyle were the liveliest and most cosmopolitan
locations, where establishments encouraging social mingling such as restaurants, trendy shops, cafes and music bars and lounges
were just a few steps away from the citizen's actual residences.
“The
Soho lifestyle caters more for the executives. It's not a new lifestyle because a lot of developers have ventured into this.
Century Properties is just branding it,” Antonio said. Antonio added that the Soho concept was a hit among the
Filipino yuppies, citing the Bel-Air Soho in Makati which was sold out in just five months after his team introduced it.
Connecting walkways
The Soho Central will have connecting walkways to the
EDSA Central Mall and the EDSA MRT station, which would provide a direct link to Makati , Manila or Quezon City. Connecting
walkways will also be linked to the Shangri-La Plaza Mall. Soho Central will also be a stone's throw away from offices, schools,
churches, the Podium in Ortigas, and the Medical City in Pasig
.
The twin tower's 30 to 60 sq m units will have balconies and full views of
the environs. The buildings will also offer a lap pool, business center, function rooms, residents' lounge, gym, spa, landscaped
Zen garden and meditation area. Laundry and dry cleaning services would also be offered within the premises. For the security
conscious, the builders are designing smoke detectors and sprinkler systems all over the buildings.
And as if pampering the residents were not enough, the builders have designed
four levels of Soho Central for retail and commercial areas, especially for lifestyle-oriented establishments such as cafes
and restaurants. Ample parking slots would be found at the basement floors.
The best come-on, however, would be the price. The location, the units and
the lifestyle are all for about P8,000 to P10,000 a month, said Antonio.
Key to
mobile society
The builders of Soho Central said balance between work and pleasure is the key to a
modern and mobile society. Soho Central would not just be associated with its vibrant character but also with the small-office
home-office, they add. The everyday lives of human beings and their environment would be closely linked. The work, living
and public areas, therefore, must be planned and designed according to the users' way of life, they say.Expect Soho Central to sprout and surprise everyone. Antonio
boasts of the developer's track record on finishing projects ahead of time. He also told the Inquirer that the builders
were selective with the projects they undertook, and that the Soho project was too good an opportunity to pass on.
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