The Forum Sunsuria, Setia Alam

  • Arul
  • 31 December 2015

001-forum-forum

 

The Forum at Sunsuria Seventh Avenue which is located in Setia Alam is another illustrious project by one of the biggest player in the property development territory; Sunsuria Berhad. The company has history dating back to the 1980s where it was going under the name of Malaysia Aica Berhad.

During the early 1980s, Malaysia Aica Berhad was heavily involved in the manufacturing of engineered wooden doors, wooden frames, prefabricated doors and fire-rated doors in Malaysia. Following a successful IPO listing in 1984, the company ventures itself into a diversified portfolio of businesses, with property development being one of its niches. After a series of discussion between the owners and management team, on 14 May 2014 the team decided to change its name to the current SunSuria Berhad.

The seasoned player has a string of successful developments under its belt. One might remember the development of Klang about 20 decades before in which Sunsuria Berhad has an important role to play in it. Other notable projects under the “Sunsuria” brand name include Suria Jelutong, a 665 units high rise serviced apartments in Bukit Jelutong; Sunsuria Avenue, a mixed commercial development in Kota Damansara; Sunsuria Ampang Sports Complex, a mixed-use sports complex in Ampang as well as Sunsuria Seventh Avenue, semi-detached office lots in Setia Alam.

Apart from Klang Valley, the developer is currently developing an 82-acres project in Iskandar Johor Bahru. The success of Sunsuria Berhad is reflected through the recent award it received, being the EDGE-PEPS Value Creation Excellence Award 2014 for The CORE Kota Damansara. With a strong team of experts in the company ranging from legal, banking, engineering, finance, investment and property development, the company is poised to soar the skies, positioning itself as one of the best in the market.

 

Property Details

Name : The Forum, Sunsuria Seventh Avenue
Address : Persiaran Setia Alam, Setia Alam, Seksyen U3, Shah Alam, Selangor
Developer : Sunsuria Berhad
Expected Completion Date : 1st Quarter of 2019
Type : Phase 1 – Lifestyle Retail Outlets & Small Offices, approximately 7 acres
    Phase 2 – SoHo, Serviced Apartments & Offices, approximately 6 acres (yet to be
                       launched, target launch date Q1 2016)
    Anchor Tenant – provided with over 25,000 sf on the Ground floor & prime location,
    and situated side by side to The Forum. (Village Grocer)
Tenure : Freehold
Title : Commercial
No. of Blocks : 6
No. of Storey : 3
No. of Units : Retail Shops – 61 units
    Office Units – 171 units
Shop Sizes : Shop sizes of 20’(W) x 60’ (L) plus an Accessory Parcel of 20’ (W) x 16’ (L)
Land Area : 13.56 acres
Built-Up : Retail Shops: 2,700 sq. ft. and 5,300 sq. ft.
    Office Units: 630 sq. ft. and 1,230 sq. ft.
    Anchor Tenant: 25,000 sq. ft.
Maintenance Fee : RM0.35 per sq.ft.
Listing Price : Office Units – From RM365,000
    Retail Shops – From RM3,100,000
   
   
   
   
   
   
   
   
   
   
   
   
   
   
   

 

Facilities

  • Car Park Bays

Amenities Nearby

  • Setia City Mall
  • Setia Convention Centre
  • Sunsuria 7th Avenue
  • SRJK Pin Hwa
  • Setia Badminton Academy
  • Tenby International School
  • Tesco Setia Alam
  • Setia Avenue
  • Setia Alam Commercial Hub
  • 1 National Institute of Health
  • Transportation Hub
  • Setia Eco Park Lifestyle Hub
  • Setia City (Setia Dagang)
  • Setia Alam Auto City (3S/4S Centres)
  • Giant Hypermart Klang Central
  • SK Bandar Setia Alam
  • Setia City Arts and Design Centre
  • SP Setia HQ Corporate Tower
  • Top Glove Tower
  • Khind HQ Tower
  • Setia Alam Pasar Malam
  • TreFoil SOFO, Setia City
  • Setia Taipan
  • Setia Eramas 7
  • Setia Eramas 8
  • Idrissi School
  • School of Skills
  • PKNS Alam Nusantara
  • Zawara Coffee
  • Odyssey: The Global Preschool
  • F3 Fitness Empire
  • Parkson
  • The Empire Shopping Gallery
  • Summit Shopping Centre
  • Sunway Pyramid Shopping Centre
  • Subang Racquet & Golf Centre
  • Taylor’s College
  • Subang Airport Terminal
  • Space U8 Mall

Project Details

015-forum-forum

 

The Forum at Seventh Avenue is yet another prestigious project to be introduced by SunSuria located in the heart of Setia Alam, Shah Alam. The prestigious project is a mixed integrated development spanning across a vast land space of 13.56 acres. The Forum will be a freehold project bearing commercial title. The expected completion date of the development is around the 1st quarter of 2019.

The Forum is a 3-storey mall, with the first and second floors being retail shops, and a third floor of offices. Apart from the retail shops and offices for sale, 25,000 sq ft of the mall is to be leased to anchor tenant. A check with Sunsuria officials reveals that the anchor tenant for the 25,000 sq ft space will be Village Grocer.

 

016-forum-site
The future construction site of the Forum

 

The Forum is divided into Phase 1 and Phase 2. Phase 1 consists of lifestyle retail outlets and small offices which will take up approximately 7 acres of land. The second phase will consist of mainly SoHo, serviced apartments and offices, which will approximately take up to 6 acres of land. The second phase has yet to be launched and is targetted at somewhere around quarter 1 of 2016.

 

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The site where retail store of the Forum will be built on.

 

There will be a total of 6 blocks for the development. A source of Sunsuria reveals that there are already well-known tenants taking up space in the Forum. Names such as Baskin Robbins, Cosway, Sen Heng, Focus Point, Komugi, Nan Heong, Osim, Verns and Subway are some of the names that surfaced during our discussion. There will also be a connection bridge from the second floor to the apartments. There will be a total of 61 units of retail stores and 171 units of office spaces being introduced to potential buyers. The shop sizes will be 20’(W) x 60’ (L) plus an Accessory Parcel of 20’ (W) x 16’ (L).

In terms of built-up, retail shops will see a range from 2,700 sq. ft. and 5,300 sq. ft. while office spaces ranges from 630 sq. ft. and 1,230 sq. ft.. Maintenance fee is set at RM0.35 psf. The listing price starts from RM3,100,000 for retail shops and RM365,000 for office units. The salesman at Sunsuria Berhad also reveals that the price today has gone up to about RM800++ psf.

 

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The developer is currently introducing a 20% rebate and a promised GRR of 18 months. Due to this being a retail shop and office unit, there is no show unit available at Sunsuria’s office in Kota Damansara. However you may head down to get information and brochure to understand more. If you want a better grasp on it, why not head down to Setia Alam to have a look at its site.

The RM300m GDV development will be complementing the current Setia City Mall. Once completed, the Forum will offer an 80% food and beverage tenant mix. This thought is echoed by the director of ECS Valuation & Property Consultancy Sdn Bhd Mr Eu Chee Siang, who says that the mall management and tenant mix will be decisive for the liveliness of the mall.

 

019-forum-road
The quiet living sanctuary of Setia Alam where future patrons of the Forum will get to enjoy.

 

One attractive feature offered by the Forum is the triple volume space with a roof punctuated with skylights. This indeed introduces design to a whole new level and will lure more customers in, who are mostly curious to new endeavours. The street mall which is likened to the Curve at Mutiara Damansara will also have an all-weather outdoor protected feature against rain or shine.

Another distinct feature by the Forum is the building of a suspended island retail space in the middle of the boulevard to engage pedestrian’s attention. There will also be what is known as the ‘Gastronomical Festival Avenue’ or alfresco dining at the Forum. Restaurants, cafes, boutiques, salons, start-ups, mainstays, launches, events, parties, concerts and contests are all going to be main stage of the Forum. The offices will also have common area with link bridges connecting customers to shops. Pedestrian-friendly boulevards are also built connecting the ‘Forum’ to future developments. Every detail is taken care of to ensure connectivity and interactivity for patrons and residents alike in the Forum. Interactive spaces with outdoor seating are designed in a way that will engage passers-by with sights and sounds. The developer estimates an audience of 1.9 million people and 150,000 population within Setia Alam itself to grace the Forum once it is completed in 2019.

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Location

002-forum-setia alam

 

Setia Alam is considered to be a pretty new township in Klang Valley compared to other seasoned township such as Petaling Jaya which already has history few decades back. The initial designation for Setia Alam was North Hummock Estate back in the early 2000s. The North Hummock Estate was initially owned by another property giant See Hoy Chan Group, who is well-known for its development of Damansara township and other famous townships such as Damansara Uptown, PJ SeaPark and Taman Bahagia. Much to everyone’s surprise, instead of developing the land themselves, they sold it to SP Setia, another well-known property mogul in the region.

 

003-forum-eco park

 

In 2004, SP Setia took to its hand to launch the successful RM20 billion township of Setia Alam. The rest is history. The brainchild of SP Setia is a mixed integrated development which is released by stages and timeline, consisting of a few mega projects. First, there is the a 2,525-acre integrated township with mixed residential and commercial development known as Setia Alam followed by Setia Eco Park which is 791 acres of fully gated and guarded luxury semi-detached and bungalow development. It is also known as Malaysia’s first eco township. SP Setia did make waves when it first launched this project. Another project in Setia Alam is Setia City, a 240-acre integrated green city centre development). As part of the bigger Setia Alam development, parts of the land around 600 acres were sold by SP Setia to PKNS and Sazean Group. Two other mega projects by PKNS and Sazean Group after acquiring the land are namely Alam Nusantara and Anjung Sari.

 

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PKNS Alam Nusantara behind Setia City Mall and Setia City Convention Centre’s signboard.

 

Thanks to an effective management team, Setia Alam has won a number of awards both locally and internationally. In 2007, Setia Alam has won the World’s Best Master Plan Development for Setia Eco Park in FIABCI International Prix d’Excellence Award in Barcelona, Spain. In 2013, Setia Alam has once again bagged the World’s Best Master Plan Development award in FIABCI, held in Taichung, Taiwan.

 

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Setia City Convention Centre

 

Situated in Shah Alam within the jurisdiction of the Shah Alam City Council (MBSA), Setia Alam is accessible via multiple access points. Among the major highways that lead in and out of Setia Alam includes the Setia Alam Highway, the New Klang Valley Expressway (NKVE), the Federal Highway and also Jalan Meru. One notable difference on cities ruled under the Shah Alam City Council (MBSA) is the restrictions on entertainment outlets establishments such as pubs, discos and lottery business, which are considered to be haram in the religion of Islam.

 

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From NKVE

 

Setia Alam is divided into 10 precincts namely precinct 1, 2, 3, 5, 6, 7, 8, 9, 11 and 15. Precinct 1 which is the heart of Setia Alam is also known as Setia City or Setia Dagang. It is a 240 acres green commercial centre which houses the Setia City Mall, Setia Convention Cente, the city park, SP Setia Corporate HQ Tower, Top Glove Corporate Tower, SOFOs, condominiums, hotels, a medical centre, a police station and a transportation hub.

 

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Setia City Mall

 

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Top Glove Corporate Tower

 

Precinct 2, 3 and 5 are namely Setia Duta, Setia Nusantara and Setia Tropika which houses the 3 luxury residential abodes in Setia Eco Park. Its rich and affluent customer base is what made up the current Setia Alam.

 

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Zawara Coffee in Sunsuria 7th Avenue in Setia Alam

 

Precinct 6 is also a residential area with gated and guarded facilities. It is also the highest point in the entire Setia Alam township. Located between precinct 6 and 8 is precinct 7, otherwise better known as Setia Indah. It consists of several mixed residential development projects.

Precinct 7 also houses the The Setia Alam Welcome Centre, which hosts the show units, sales office, and customer service center and the Eramas 7 commercial centre.

 

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Idrissi School in Sunsuria 7th Avenue

 

Commercial developments such as Tesco, Setia Eramas 8, Setia Alam Club and Setia Avenue are located on the south west of Setia Alam; precinct 8 or better known as Setia Impian. There are a variety of eateries located in this area such as KFC, Pizza Hut, drive-thru Burger King and Klang Valley’s first Starbucks stand-alone building.

 

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F3 Fitness Empire

 

To the west of Setia Alam lies precinct 9, which is also known as Setia Murni. This precinct houses mostly commercial and educational hubs as opposed to other precinct which consists of residential enclaves. Setia Alam Auto City is located in this area which is home to famous automobile service centres such as 3S and 4S BMW, Toyota and Honda service centres. There are also a variety of educational facilities here such as the famous Tenby International School, Segi International School and SRJK Pin Hwa. For badminton lovers, you can head over to the nearby Setia Badminton Academy. The only residential development in precinct 9 is the low-cost housing development by the name of Seroja Apartment.

 

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Tenby International School

 

In terms of entertainment, shopping and grocery shopping, fret not as there are multiple choices available in Setia Alam. One can head over to Setia City Mall for shopping or to the nearby Tesco for grocery shopping. There is also a Giant Hypermart in the nearby Klang Sentral if you decide to pursue a different option. For your information there is also a pasar malam in Setia Alam. It is indeed an interesting experience considering that it is the record-breaking longest pasar malam in Malaysia.

 

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Odyssey Global Preschool in Sunsuria 7th Avenue

 

As one of the most established township in Klang Valley, property appreciation is guaranteed. With much land yet to be developed and future projects to be erected in Setia Alam, one can be sure of its future potential.

 

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One of the roads leading into Setia City Convention Centre.

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Analysis

Price Analysis

Name Tenure Approximate
Price
per
Sq.Ft.
Maintenance
Fee
per
Sq.Ft.
No.
of
Blocks
Total Units Characteristic
The
Forum
Freehold RM800++ RM0.35 6 61 Retail Shops
171 Office Units
Outdoor shopping +
alfresco dining
experience
Setia
City
Mall
Freehold Starts from
RM800++
RM0.35 1 11 Retailers
230 Specialty Stores
Traditional indoor
shopping complex

 

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Summary

For comparison purposes, the Forum will be up against Setia City Mall, for the fact that is will situated in the same neighbourhood and is complementing each other. Each delivers a different shopping experience to the shopper. While Setia City Mall is more of a traditional indoor shopping complex, the Forum offers the opposite. Concentrated more towards an outdoor shopping and alfresco dining experience, some of has said that the Forum is the Curve 2. It will also consist of more artsy elements and stores for shoppers. With that in mind, Setia Alam residents will be able to enjoy a mix of both.

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Eric Wong

Arul

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