• Romesh Navaratnarajah
  • 12 March 2019

Project Name: The Florence Residences

Developer: Logan Property

Address: 81 – 97 Hougang Avenue 2

Type: Condominium

Tenure: 99 Year Leasehold

District: 19

Site Area: 389,239 sq ft

Configuration: 1,410 units spread over nine 18-storey blocks

Unit Types:        1 Bed 484 sq ft

                             1 Bed + Study 527 sq ft

                             2 Bed Classic 624 sq ft

                             2 Bed Deluxe 646 sq ft

                             2 Bed + Study 753 sq ft

                             3 Bed Classic 926 sq ft

                             3 Bed Deluxe 1,076 sq ft

                             4 Bed Classic 1,281 sq ft

                             4 Bed Deluxe 1,389 sq ft

                             5 Bed 1,668 sq ft

TOP: 2023

Project Details

With such a crowded market and developers falling over each other in an attempt to gain that all important competitive edge, one that is brave enough to do something completely different should be applauded. And that is what Logan Property, in their very first solo project in Singapore have done. The concept of a club mentality is not entirely new, and most condos on the island dip their toes into the idea. The Florence Residences embraces it fully however, and in doing so has created something unique – at least for the time being.

Due to the project’s nature, we will start with the club features and facilities, as well as its ethos. The thinking behind the concept is that as opposed to simply a roof over your head and a place to base yourself, The Florence Residences offers its residents a lifestyle choice. In much the same way that they and their families are looked after when they go to a club resort on holiday, they will have that experience right at home, 24/7.

The project boasts 128 facilities and 12 clubs. These are not just aimed at children, which is where many condos focus their attention but kids, teens, adults, sports enthusiasts, young mothers as well as the older generation.

Running through the large site like a river is an 80-metre pool. This achieves the dual feat of creating little secluded corners in which are housed several of the facilities, as well as being the central focus of the development, something that brings it all together.

None of the nine blocks have units on the first two floors, creating a flow of air, as well as sight.  Additionally, because of the low-rise nature of the surrounding neighbourhood, the majority of units will enjoy unblocked views.

1 Bed + Study (527 sq ft)

With so much energy being spent on the facilities, it would have been easy for Logan to neglect the units, but that is very far from reality. With 10 different unit types, the project is designed to cater for everyone from single professionals, through young couples planning to start their family to those with three generations. Even the way the showflats are displayed (located opposite from where the development will be built), portrays a genuinely different way of thinking. For example, the one-bedder unit has been set up and decorated as if it is home to a young woman, as opposed to the more masculine overtones that tend to dominate showflats on the island.

One bedder study unit

The study provides a good space for working from home and studying.

The study is big enough to accommodate a spare bed for guests, as well as providing a good space for working from home, studying or simply getting away from all distractions.

All units, no matter what the size or format, boast high quality appliances and fittings from Electrolux, Roca, Grohe as well as smart home features.

The kitchen in the one-bedder units is large enough to cook comfortably in and has adequate storage. The kitchen surface could double up as a breakfast bar, freeing up more space in the living area, should you wish.

Neat storage features are evident throughout the units, that are invaluable where every square inch is fought over.

The bedroom is easily big enough to fit a queen sized bed.

In keeping with the rest of the unit, the bathroom is far from pokey, and is also designed to allow wheelchair access.

5 Bed Penthouse (1,916 sq ft)

There are only three five-bedder units in the project, and all three are penthouses. The first thing you notice when you come in through the private lift lobby is the ceiling height. At 4.2 metres high, it really does give the rooms an incredibly spacious feel, and you could be forgiven for thinking you were actually in a landed property.

The living room/dining area gives ample space to have two distinct areas, and the large balcony can be used as a separate area, or an extension of the lounge, as and when the Singaporean weather dictates.

Five bedder unit

The living room and dining area offers ample space.

The kitchen island has a matt solid surface, both stylish and practical and gives the room a convivial quality. The large kitchen has separate wet and dry areas.

The smaller bedroom still comes with an en suite bathroom, which it shares with the junior master bedroom. The latter also has its own balcony.

The master bedroom has a walk-in wardrobe and an impressive sized en suite bathroom which contains a separate bath and shower and twin sinks.

3 Bed Classic (926 sq ft)

Though obviously anyone could make their home here, the three-bedder classic and deluxe units are designed with slightly extended families in mind. The only differences between classic and deluxe units are that the deluxe ones are slightly bigger.

Once again, the balconies are a very good size and can be put to so much better use than simply an area to dry laundry.

It also offers a good sized kitchen, with separate wet and dry areas and a lot of storage.

The master bedroom easily fits a queen sized bed. It could also fit a king if you are willing to sacrifice a bedside table. For those units on floors 15 to 18, the master bedroom has its own balcony.

Three bedder classic

The master bedroom easily fits a queen sized bed.

2 Bed Deluxe (667 sq ft)

The two-bedder units, both the classic and the slightly bigger deluxe models are predominantly aimed at young couples, perhaps with a child, or with one planned. Otherwise they provide a good living area with space for guests.

Two bedder deluxe

The bathrooms are roomy and come with high-end finishing.

The large master bedroom comes with an en suite bathroom, and the second bathroom is also roomy and conveniently placed with regards to the living areas and second bedroom.

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Location

Scale model of The Florence Residences

Site model of The Florence Residences.

The Florence Residences is located in District 19 within a low-rise neighbourhood. The nearest MRT is currently Kovan on the North East Line. The station is an eight-minute walk from the development and from there connects to Punggol (4 stops) in one direction and Serangoon (1 stop) and Dhoby Ghaut (7 stops) in the other.

In 2029, the CRL will open and Hougang station will be just six minutes’ walk from the project. The line will connect residents to Loyang Aviation Park in the East and Jurong in the West.

Close by, there are the renowned F&B outlets along Upper Serangoon Road and Serangoon Gardens. Heartland Mall is within easy walking distance and NEX is one stop away on the MRT.

There are a good number of schools within proximity from preschools up to international schools.

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Analysis

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Summary

The sales performance of The Florence Residences will ultimately depend on how willing people are to embrace the club condo concept – not just in principal, but enough to get their hands in their pockets. The development is not a one trick pony however, with very well-designed units and a good range of sizes to ensure it attracts a wide enough range of people as possible. The area may not be one of the island’s most glamourous ones, but it is very good at what it does, is not out of the way, and with the proximity of the MRT station (two when the second completes) it is well connected.

It is likely that it will prove most popular with families who see it as a safe, hassle free way of giving them and their family the most active, fully rounded experiences without having to leave the confines of the condominium. If there are enough people who buy into that, then we could very well not just see this project being successful, but several more following in its trailblazing footsteps.

Read our Step-by-Step Guide to buying a condo

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Eric Wong

Romesh Navaratnarajah

Romesh Navaratnarajah is Senior Editor at PropertyGuru. He leads the Singapore news team and writes for the fortnightly tabloid PropertyGuru News & Views.