Developing skyscrapers for a major global brand is always going to be competitive. A company headquarters or branded building is often viewed as a show of power, so its impact in terms of brand extension is great.
The Trump brand brings with it a strong competitive foundation but also lofty expectations.
The plans for the new Trump Tower in Makati City in Manila are no exception. Upon the building’s completion, it is anticipated to become the country’s tallest building at 250 metres. At that height, the skyscraper will indeed stand out in the city’s skyline.
The national flagship is only Trump’s second tower in all of Asia, with its predecessor built over a decade ago in Seoul, Korea.
The tower is expected to reach 56 storeys and comes with a hefty $150 million price tag. The tower will sit within the highly anticipated 3.4 hectare Century City urban development, which will also include a 480 square metre Trump Plaza, a restaurant, business and fitness centres and a spa. Its roof will feature a 720 square metre sky garden that will include a pool.
Designed by Broadway Maylan, the tower will feature a ‘peeled’ façade that shows off the structural elements of the building. This façade will also be environmentally responsive, reacting to changes in sunlight exposure to reduce solar gain and maximise the tower’s panoramic view opportunity.
More than 220 apartments within the tower, a whopping 67 per cent of the available units, have already been sold. According to Eric Trump, the popularity of the tower offers deeper insight into the changing needs of the Manila consumer for luxury real estate, possibly opening up a new market to which the the national industry can cater.
“We are overwhelmed with the tremendous success of this project in such a short time,” says Trump. “Trump Tower Manila has already received accolades even prior to breaking ground which is an incredible accomplishment further showcasing the strength of the local market and its increasing demand in the ownership of luxury real estate.”
In true Trump style, the tower is expected to be the biggest in the country – but perhaps not for long. With the expected industry growth in the coming years, it may soon face some strong competition.