Design in Real Estate: Singapore
Natalia Moskaleva, founder of Attitude Design Consulting
March 2023
As a design researcher, I'm fascinated by the power of representation tools. I'm particularly interested in how objects can convey meanings and ideas through their form and image. I always examine buildings within this context, and in doing so, I have summarized the practices used by developers in Singapore to highlight the design features of properties in the local market.
Design as a value
The Building and Construction Authority website offers a wealth of guidelines, including those on architectural approaches. One of these is Sustainable Architecture, which emphasizes the value of good design. According to this, "Good design is not a frill or a luxury; it’s a fundamental. Good design is design that meets the genuine needs of real fleshand–blood individuals; that will prevent feelings of estrangement from one’s surroundings caused by places where the individual becomes a passenger, customer, or number." While this concept applies to a broader design approach, it also holds relevance in the realm of signage and branding.
Types of Housing in Singapore
Design only works effectively when considered within its specific context. In the case of residential properties in Singapore, this context is defined by the class and type of housing. Singapore has three main types of residential properties, each with its own unique characteristics and design considerations.
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Public Housing (HDB) – is managed by the state’s Housing and Development Board (HDB). Over 80% of Singapore’s population live in an HDB flat. These units are sold by the government on a 99-year and are heavily subsidised. these substantially cheaper housing options come with many restrictions. For instance, such units can only be purchased by households with an average monthly income of $7,000 to $14,000 ($16,000 for an executive condo and $21,000 if applying as a multi-generational family). Families buying must include a Singapore Citizen (SC) or Singapore Permanent Resident (SPR).
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Public-Private Hybrid – a bigger space or better facilities than the regular HDB flat. The purchaser gets to buy a government-subsidised flat and sell it as private property in the open market when the time comes. Executive Condominiums (EC) represent this property type. The monthly income ceiling to be allowed to buy ECs is $16,000, compared to $7,000 to $14,000 for new HDB flats.
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Private Properties – much more expensive than other types and can be divested to foreigners. Private residential properties are generally divided into two types, namely landed /houses/ and non-landed /condominiums and apartments/ residences.
Singapore's largest property buying and renting website Propertyguru.com.sg will tell you more about the types of housing.
We will see how these types look like.
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Design for Public Property: simple and noticable
Social housing in Singapore is distinguished by large numbers on the façades and graphic decorating the walls. The numbers make it easy to identify the building number in the densely built-up area with similar facades. These are the most basic tasks of navigation design: to mark an object and make it easy to find. No branded extras. Patterns and pictures bring facades to life – and nothing else. But sometimes HDB blocks become a field for creativity and bursting with color. You can have a look at the most instagram worthy HDB blocks in the Timeout publication.
Distinctive HDB: Design is a factor of value
Executive Condos (ECs) are a step up from HDB flats and are meant for Singaporeans who can afford more but find private property out of reach. National Development Minister Khaw Boon Wan once described an EC as a "Lexus at a Toyota Corolla price." Unlike typical HDBs with plain number facades, ECs have a unique design that shapes the atmosphere. These properties have names, logos, mottos, and brand identities, as seen in examples such as North Gaia EC, The Copen Grand, Parc Central Residences, and ExecutiveCondominiums.sg. Private properties, on the other hand, place a high emphasis on design as a factor of pricing and value. Condo Pinnacle@Duxton is a spectacular example of an EC with impressive architecture, a unique name, a logo, and a graphic design for the territory map.
Private Property: Design is a factor of value
In the private real estate market, design plays a crucial role in determining the price of a property. The more exquisite and expensive the design, the higher the property value. This principle applies across all areas of real estate. When it comes to renting living space in Singapore, the cost can vary greatly. To test this, I conducted an experiment and searched for a three-bedroom flat in a condo family complex on PropertyGuru.com.
The most expensive rental property I found costs upwards of 40,000 SGD per month. In terms of design, certain principles hold true across all categories. Generally, the more expensive the building, the more intricate and sculptural the facade, the greater the variety of materials used, and the more complex the geometry. To illustrate this point, here are a few examples.
Building name and logotype in the foreground
Every building possesses a unique name and logo, designed to express and reinforce its core concept and ideas. In most cases, the logo is placed on the fence or stands as a separate piece next to the building. In the high-end segment, the logo can be an art work in itself. The representation of the building's brand in the logo is carefully handled, often combining different materials and making extensive use of relief and sculpture.
Fence as a status
Every building possesses a unique name and logo, designed to express and reinforce its core concept and ideas. In most cases, the logo is placed on the fence or stands as a separate piece next to the building. In the high-end segment, the logo can be an art work in itself. The representation of the building's brand in the logo is carefully handled, often combining different materials and making extensive use of relief and sculpture.
Fence as a status
Every building possesses a unique name and logo, designed to express and reinforce its core concept and ideas. In most cases, the logo is placed on the fence or stands as a separate piece next to the building. In the high-end segment, the logo can be an art work in itself. The representation of the building's brand in the logo is carefully handled, often combining different materials and making extensive use of relief and sculpture.