Ranking third in the Top Property Developers Awards at The Edge Property Excellence Awards 2011 recently, Sunway Integrated Properties Sdn Bhd (SIP) is making headway with its new Sunway Velocity development which sees its Phase 1A comprising shop offices and service apartments currently undergoing construction.

Strategically located within 3.8km of the highly prestigious and coveted Kuala Lumpur City Centre address, Sunway Velocity is set to breathe a whole new life and transform the city skyline. The roads bordering this unique development are Jalan Cheras, Jalan Peel and Jalan Shelley, Kuala Lumpur. 

With a gross development value of RM3.6 billion, the Sunway Velocity project is one that SIP Managing Director of property development (Malaysia), Ho Hon Sang was excited to talk about in an exclusive interview with PropertyGuru.com.my.

Q. SIP has thus far garnered numerous accolades for its Sunway Integrated Resort City (SIRC) development in Bandar Sunway. How is the Sunway Velocity project comparable to the former?

A. Spanning an area of 22 acres, Sunway Velocity comprises the following components: retail shops, office suites, service apartments and its focal point, our over one million square foot lifestyle shopping mall, which is already undergoing construction.

Much like Bandar Sunway, Sunway Velocity is an integrated development where one can live, work and play within the same area. With the variety of spacious retail units offered, service providers such as healthcare and educational institutions should also consider Sunway Velocity as an attractive hub for their practices. 

I would also like to emphasise on an important ingredient for any integrated development- connectivity. Because of the call for green initiatives, Sunway Velocity will have environmentally-friendly connections, most highlighted is its Eco Deck. This Eco Deck will be a path that interconnects your living space, your workplace and your leisure areas. Stretching 550 metres and 16 metres in width (comparative to two link houses), the Eco Deck will be lined with al fresco dining outlets on its sides.

Q. Many a person familiar with the traffic conditions around Jalan Cheras and Jalan Peel might be discouraged by the thought of visiting a retail mall in the area. How do you plan to counter this stigma?

A. Another emphasis that we placed on the Sunway Velocity development is public connectivity. By coincidence, there are two upcoming MRT stations to be constructed nearby: Cochrane station (100 metres walk) and Maluri station (350 metres walk) from the Sunway Velocity, providing easy access to from outside the vicinity. 

There is also a proposed tunnel to facilitate road-users from Jalan Cheras, which is comparative to KLCC's underpass and negates the need to take a roundabout route to Sunway Velocity. It is our dream to negate all the difficulties of road traffic in the area, so we find it superb as to how coincidental it is to have the upcoming public transportation and improved expressways (such as the NPE) around the area.

Q. While Bandar Sunway was marketed as an integrated resort city, will Sunway Velocity be an extension of this ‘integrated' concept?

A. With a working combination of retail shop, office suites, shopping mall and service apartments, you can surmise that Sunway Velocity is an integrated development, which by the way is a phrase that we would like to say we have coined.

Moreover, we benchmark our developments by the current demand for eco-friendly infrastructure, which pertains to the ‘Lifestyle of Health and Sustainability' (LOHAS) philosophy incorporated into SIP's developments. In line with this, to verify the eco-friendliness of the Sunway Velocity project, the Singapore's Building and Construction Authority (BCA) have assessed the development and I am proud to say that Sunway Velocity Phase 1A service apartment is one of our latest developments to receive the BCA Green Mark Certified Award (Provisional).

Q. What was the reasoning behind marketing this project in Singapore?

A. We marketed Sunway Velocity in Singapore as they are familiar and understand the concept of integrated developments. They love the convenience of having the workplace and home in the same area, much like how it is going to be in Sunway Velocity. 

Q. Moving forward, do you have any plans to market Sunway Velocity in other countries in the region (such as Thailand, Indonesia, etc.)?

A. We might market the development as far as Jakarta but at the moment we're focusing on Singapore. Meanwhile, the local response to Sunway Velocity has as to date been very encouraging. For the retail shops and offices, almost 90% have been sold while only 40% of the service apartments remain.

Q. How will the Sunway Velocity project stand out from others?

A. Some know this area as a small scale domestic industry site with aluminium, metal works and budget retail shops for example. We see Sunway Velocity as an urban regeneration initiative that will improve the area's social aspects and liveability. We believe Sunway Velocity will be the development that revives the general area of Cheras.

Q. So you're saying that Sunway Velocity will be injecting some life into Cheras?

A. Not just some; a lot of life. Eventually, especially with the MRT stations that will be constructed within walking distance from Sunway Velocity, this area will receive a lot of attention. It has been on the backburner for umpteen numbers of years. With the dynamic façade of Sunway Velocity, we are slated to be the first to make a solid footing in the area.

Q. How are interested parties to find out more about this project?

A. More information on Sunway Velocity could be obtained from www.sunwayproperty.com or www.sunwayvelocity.com where we've included a virtual tour of the show unit. Alternatively, you can visit our upcoming on-site sales gallery at the project site, this November.