Tago to stamp its mark with Alaia Titiwangsa

KUALA LUMPUR: Boutique property developer Tago (M) Sdn Bhd is aiming to launch a serviced apartment project called Alaia Titiwangsa by end 2020. Located at Taman Tiara Titiwangsa, Kuala Lumpur, the 1.6-acre leasehold project has a gross development value of RM293 million.

Tago chief operating officer Daryl Chew told EdgeProp.my that the site which was acquired in 2019, came with a Development Order, but after taking over the land, Tago decided to submit a new plan to the authorities.

“Alaia Titiwangsa will have 436 units in a 40-storey high tower with 18 retail units on the ground floor. Unit built-ups will range from 635 sq ft to 1,012 sq ft, while indicative prices are from RM380,000,” said Chew.

The development will have direct access to the Duta-Ulu Kelang Expressway (DUKE) while international schools (Wesley Methodist, International School of KL and Sayfol International School); hospitals (Institut Jantung Negara and Columbia Asia); hypermarkets (AEON BiG and Giant); and Titiwangsa Lake Gardens are all within a 10km radius. The project is slated for completion towards the end of 2023.

As for facilities, there will be the Sky Pool, Sky Cinema and Sky Lounge on the rooftop level, while on Level 7 will house family-oriented facilities.

Targeting “millennials and those who appreciate good product design”, Chew believes design is not meant to be just aesthetically pleasing but must be functional and convenient for users.

“Details such as where we should put the staircase — is it practical if we put it here – all these considerations have been carefully thought through at the design stage.

“We also understand that homebuyers now don’t just buy the brick and mortar of a home, they are living and coming into a new community. It is not just about taking the key and coming in to live on your own. Instead, you come and live with a community,” offered Chew.

Hence, to instill a sense of belonging among residents, the developer plans to hire a full-time “community leader” who will organise events and activities within the community.

The inspiration to do so was derived from Tago’s previous development Anjali North Kiara. “We noticed that residents there really enjoyed attending events hosted in the development. They came to know their neighbours and be in the loop on the latest happenings,” he noted.

The developer will also be introducing a community mobile application where residents can perform tasks such as booking common facilities and paying their maintenance charges online, Chew highlighted.

When asked whether this is a good time to launch a project considering the impact of Covid-19 pandemic on the economy and dampened market sentiments, Chew said what matters most is the product.

“Buyers will have the wait-and-see attitude and a lot of banks will be cautious in giving out loans. Nevertheless, it is encouraging to see the support given by the government via initiatives such as PENJANA, and we believe that businesses will pick up again.

“The product must suit market needs. We are launching products that are within the price range of what we think our homebuyers will be able to get financing for — with a very good location. This is the opportune time to stand out as a developer,” said Chew.

He added that the developer’s goals are not the typical ones as it wants to focus on building a brand that is associated with good design and quality.

“This is the time to educate the public about who we are and what we stand for. Our focus is to build the right product with the right location and right pricing. Because of our size and nature, we can afford to be nimble and selective. That is the image we want to build in the coming years,” stressed Chew.

The developer is also currently working on a regeneration project located across PJ Hilton at Jalan Barat, Petaling Jaya, which will see the conversion of a 21,000 sq ft space into a social hub for F&B offerings and events curated by its team.

Founded in 1982, Tago started out as an investment holding company and a premium gift products dealer. It subsequently ventured into property development in the 1990s with the 58-acre TAGO Industrial Park in Bandar Sri Damansara followed by six exclusive Aman Bali bungalows at Taman Rainbow, Jalan Ipoh.

Its latest completed project in 2018 was Anjali North Kiara located at Bukit Segambut, Kuala Lumpur. It also has a 4.5-acre beach resort in Kuantan called Adena.

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This story first appeared in the EdgeProp.my e-Pub on July 17, 2020. You can access back issues here.