Jakarta (13/6) – In its bid to present quality residential facilities, the national property developer, PT Intiland Development Tbk (Intiland), has set a plan to develop Serenia Hills, the company’s latest residential area in South Jakarta. Occupying a development area of 22 hectares, Serenia Hills is to be an exclusive residential area designed to meet the needs of mid-to-high level of the society.
Archied Notopradono, Capital and Investment Director of Intiland, said that the development of Serenia Hills takes stock of the trend related to what people in Jakarta need, especially those who opt to live not far from the center of the city. He added that Serenia Hills would become part of the development of ID Homes—a new division with focus on exclusive housing complex occupying an area which is not too big, yet, located in premium locations.
Serenia Hills residence is located on Jalan Karang Tengah, Lebak Bulus, South Jakarta. The location is deemed very strategic as it is in an area of housing complexes already developing rapidly and it is relatively close to the TB Simatupang toll gate.
“The complex is located a mere two kilometers from Lebak Bulus terminal, toll road, and TB Simatupang business corridor. We develop the housing complex to provide housing needs in South Jakarta, as TB Simatupang corridor is becoming Jakarta’s newest central business district,” Archied explained.
Serenia Hills residence will be developed in two stages. The first stage of the development covers an area of 10 hectares, where the company will build 225 house units, divided into two clusters: Regent and Signature. The company will also develop a four-story low-rise apartment. In the second stage of the development, Intiland will develop a residential on an area of 12 hectares.
Permadi Indra Yoga, Project Chief of Serenia Hills, said that the house units in Regent cluster are two-story houses divided into two groups: House units with the land area of 171 square meters and building area of 180 square meters, and priced at IDR 2.2 billion. The other type has a land area and building are of 220 square meters, and the price tag starts at IDR 3 billion.
“We started marketing Serenia Hills in Q4/2011; that is the Regent cluster. We are starting the marketing of the house units in Signature cluster, with bigger sizes, in the beginning of June,” Yoga said.
The house units in the Signature cluster are divided into two types with the land area of 278 square meters and the building area of 250 square meters. Another type is house unit built on a land area and building area of 300 square meters with the starting price of IDR 4.5 billion.
“As we are committed to maintaining the quality of the building, we are providing a one-year guarantee starting from the handover. The insurance covers any damages related to the construction of the building within the period,” Yoga asserted.
Serenia Hills is set to become an exclusive integrated housing complex in a premium location. Having two access roads from Jalan Karang Tengah and Jalan Pertanian, South Jakarta, the housing complex is strategically located, with a very good access to transportation and other facilities.
The developer uses the concept of connectivity, which integrates Serenia Hills to the development of South Quarter integrated business hub in TB Simatupang. The concept promotes added value either for the residents of Serenia Hills or for companies at South Quarter, which may need to provide housing facilities for their executives.
To improve the comfort of its residents, Serenia Hills is completed with various facilities, such as public park, basketball court, soccer field, swimming pool, children playground, jogging track and bicycle lane. To ensure the security and the comfort of the residents, Serenia Hills has a 24-hour integrated security system, with exclusive shuttle bus that goes to and fro South Quarter.
Adopting the concept of urban resort, the housing complex puts to the fore the harmonization with the environment. The design of the house units uses tropical architecture with a lot of openings to present outdoor feel inside of the house.
From the point of view of the environment design, Serenia Hills allocates 60 percent of the total area of the development for green open space and public infrastructures. Intiland is using the area for conservation program aiming at the preservation of Jakarta’s special trees and to ensure green and comfortable environment.
Positive Response from the Market
Since the beginning of its marketing in Q4/2011, Serenia Hills has received a very good response from the public. As much as 60 percent of the total units have been sold, either those located in Regent cluster or those in Signature cluster. The price of the land in Regent cluster has seen an increase since the launch—increasing 50 percent from IDR 6 million per square meter to IDR 9 million per square meter.
Archied went on to explain that despite the limited area of the development, the contribution from the sales has been quite significant. The company has set a target of the sales of the first phase to reach IDR 600 billion, and the total sales value from the first to the third phase will reach IDR 1.2 trillion.
“The development of the first phase, which in this case is Regent and Signature clusters, is targeted to be completed in 2013. And the development of the low-rise apartment should be completed in 2015. The whole project will be completed in 2017,” he said.
The company develops Serenia Hills, seeing that there is high demand from the public for housing area located in a strategic and comfortable location, not far from a business hub or district. Developed with the concept of “gated community”, Serenia Hills provides the needs of the ever-growing complex urban society.
Intiland understands that urban society opts for a housing complex which offers privacy and does not necessarily have a wide area. They want to live in a society where there is equality in economic strata and profession so that they can get more acquainted with each other. ***