SHKP Quarterly

Belinda Kuan: Establishing TOWNPLACE, a brand catering for millennials' living needs 官曉霓：迎合新世代對「家」的需求　 創立「 TOWNPLACE 本舍」品牌 "Millennials place great value on lifestyle and living experiences. They put apartment layout and flexible leasing terms before the amount of living space." According to Signature Homes General Manager Belinda Kuan, the living preferences of millennials are quite different, so last year the Group created a new brand, called TOWNPLACE, to provide unconventional residential leasing services tailored for them. Establishing a new brand to capture opportunities from millennials Statistics show that there are about 80 million globally mobile individuals, and counting. "Hong Kong is an international city, which attracts talent from around the world. Market demand is enormous," said Belinda. She also said that over time, millennials have given new momentum to the residential leasing market. As a result, late last year, the Group created TOWNPLACE, a new residential leasing brand, with a focus on millennial customers. Belinda revealed that during the early stage of brand development, the team carried out research on the home preferences of millennials. "We found that millennials prioritize convenient location for travelling to work. They also follow lifestyle trends and look for a good living experience, so they seek versatility in the surrounding facilities. The TOWNPLACE brand comprises two properties, TOWNPLACE KENNEDY TOWN and TOWNPLACE SOHO, respectively located in Kennedy Town and Soho, Central. Both locations are popular among millennials because they enjoy close proximity to MTR stations, commercial districts, traditional shops and Western-style stores, blending East and West and satisfying the needs of millennial tenants," she said. Flexible and personalized TOWNPLACE provides different layouts for tenants' choice, ranging from studios to four- bedroom apartments. According to Belinda, as the majority of millennials live by themselves or with a partner, the two properties feature primarily exquisite one-bedroom apartments with a flexible and practical layout. Equipped with multi-functional furniture and ample concealed storage space, the apartments keep pace with the minimalistic furnishing trend while meeting residents' practical needs. "To promote TOWNPLACE SOHO, we further enhanced leasing flexibility by providing tenants with three housing options – serviced apartments, furnished apartments, and unfurnished apartments for tenants who wish to move in with their own furniture. Also, we offer two chic furniture brands with different styles for them to choose from," said Belinda. In addition, TOWNPLACE offers flexible leasing terms from one month to two years, so that tenants can decide on the appropriate lease term based on the length of their stay in Hong Kong. Signature Homes 總經理 Signature Homes General Manager Belinda Kuan 官曉霓 20 Profile Vol 95 • Q1 2020 • SHKP Quarterly