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Century Properties expands Paris Hilton-branded project to Pampanga

MANILA—Century Properties Group Inc is partnering once again with Hollywood celebrity Paris Hilton for the real еstatе firm’s maiden township development outside Metro Manila.

Century Properties Executive Chairman of the Board Jose EB Antonio told reporters the company is launching a P3.6-billion mixed-use development in San Fernando, Pampanga in the middle of the year.

“[The] Pampanga [project] will become Azure North. Mayro’ng Paris Beach Club Part 2,” Antonio said, without elaborating.

The eight-hectare property in Pampanga formerly owned by House of David will feature residential, commercial, and office components. The real еstatе developer will also build a convention center in the area.

“This is important. From our studies, Pampanga has one of the biggest bases of overseas Filipino workers abroad. After Metro Manila, the biggest concentration of OFW is in central Luzon,” Antonio said.

The international style icon inaugurated on Thursday the Paris Beach Club, the central amenity of the six-hectare Azure Urban Resort Residences in Paranaque City.

With the second visit of Hilton, whose first trip in Manila in 2011 resulted in a significant jump in pre-sales, Antonio expects to fully sell out this weekend the remaining units in Azure that it has held onto.

“Of the eight buildings released, they are 95 percent sold,” he said.

Hilton signed a partnership with the company in 2011 to set specifications for the design and features of the beach club.

Apart from its collaboration with Hilton, Century Properties has teamed up with world renowned brands to develop premium residential towers. Some of them are Trump for the Trump Tower at Century City, Missoni Home for Acqua Livingstone residences, Versace Home for Milano Residences, John Hitchcox and Philippe Starck through yoo inspired by Starck for Acqua Iguazu residences, and Armani and Studio Daniel Libeskind for Century Spire.

Century Properties’ nine-month earnings tally rose 12 percent to P1.6 billion from the P1.4 billion in the same period last year on higher residential sales.

The condominium developer reported that reservation sales jumped 15 percent to P24.6 billion last year, the highest in the company’s 27-year history and beating its full-year target of P24 billion.

Source: Interaksyon | March 14, 2014


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