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Using internationally recognised architects for residential projects is not completely new in Singapore. Back in 1987, New York architect Paul Rudolph, well known for his cubist buildings, designed The Colonnade in Grange Road. But by and large, while ‘big’ international names like Ieoh Ming Pei have been involved in commercial properties here, ‘branded’ architecture was rare in the residential sector.

Things are changing. In the last couple of years, a clear trend towards using famous architects has emerged.

Last year, Keppel Land unveiled Reflections at Keppel Bay, a spectacular set of seafront glass towers designed by American Daniel Libeskind, his first residential work in Asia. Meanwhile, City Developments Limited (CDL) had hired Canada-based architect Carlos Ott, best known for his work at the Opera de la Bastille in Paris, for three of its residential projects: One Shenton, The Solitaire in Stevens Road and Cliveden at Grange. German architect Ole Scheeren, a partner in the Office of Metropolitan Architecture (OMA), is behind Far East Organisation’s Scotts Tower, a gravity-defying design with four apartment towers suspended from a central core.

More recently, Capitaland commissioned Zaha Hadid Architects for its as-yet unnamed development at the former Farrer Court site. Surprisingly, even though the developer has brought in such a well-known architect, the residential development will not be at the luxury end of the market because of its location, the company announced. The UK-based, Iraqi-born, deconstructivist architect Hadid won the coveted Pritzker Architecture Prize in 2004 and her most recent commissions include Rome’s MAXXI (National Museum of the 21st Century Arts) and the Aquatics Centre in London. 

Foreign architects with successful international careers and track records have high profile reputations for flamboyant designs and are trendsetters in the architectural field, says Chia Ngiang Hong, group general manager at CDL.

And while hiring a well-known architect adds an additional cost to a project, developers point out that on a large scale condominium, this can be fairly easily absorbed. However, even developers of smaller scale projects are turning to famous architects.

Satinder Garcha, head of Elevation Developments, believes brand-name, foreign architects can be better utilised on developments where they can truly express their form and individuality, rather than on large condominium projects where, “the designer is limited to a large degree with what he can do; you want to maximise every square foot and you have to be very efficient in terms of layout. There is plenty of great talent here in Singapore for that sort of things.” 

Garcha appointed Hadid to design two Nassim Road bungalows opposite the Botanical Garden for his company. "Most contemporary architecture is very rectilinear or boxy nowadays, which is nice from the point of view of maximising the site, which Singapore is all about, but this is a very special site and I wanted to do something a little bit different. I like her organic forms; she’s very much the new-generation architect," Garcha explains.

Some property developers believe there is a pool of discerning buyers that are ready to pay a premium price for a building with the ‘X’ factor, yet others are pointing out that in the case of condominium, the majority of the most expensive ones in Singapore have actually been designed by local architects. SC Global’s The Marq and Hilltops were by local architects.

“I think a foreign architect can bring in new perspectives to the Singapore architecture scene. However, local architects can come up with interesting designs too. You can see it in WOHA, Architects 61, SCDA,” points out Nicholas Chua, the business development and marketing manager at Ho Bee Investment, which favours using local architects.

But property agents also point out that foreign architects are essentially a great marketing tool for developers, which will get added publicity. 

“It helps to have ‘starchitects’ as they are global brands; especially if we are marketing to an increasingly international audience. It is a strong positioning statement and demonstrates the efforts the developers go to engage them — nothing but the best!,” points out Ong Choon Fah, executive director & regional head, consulting & research at DTZ Debenham Tie Leung.

Augustine Tan, chief executive of Singapore Residential at Keppel Land, believes that home owners’ aspirations have also changed over the years. “Owning homes has gone beyond ‘bricks and mortar’ to include the considerations of lifestyle, luxury and the prestige associated with the development,” he said pointing out that the first phase of launched units at Reflections at Keppel Bay, comprising some 620 waterfront homes, have all been sold out. “Our discerning homebuyers appreciate the stunning architecture, the iconic status as well as premium quality of the development,” he says.

But while a renowned architect may help sales, location still trumps design, professionals say. “A stunning architectural design will certainly give a development an aesthetic and competitive edge over a nondescript one. However, purchasers are also practical and important factors such as location and price remain paramount,” Chia admits.

The ‘brand-name’ trend is not limited to architecture. Genesis Alliance has hired the Milanese architect and interior designer Claudio Silvestrin, better known for designing Armani stores, as the lead architect for its Sandy Island project on Sentosa.

“We like to believe we bring something new to the table. More importantly, the amount of attention these designers bring, not just in the media but with buyers, is tremendous,” explains Derek Wong, Managing Director of Genesis-Alliance, “doing something like this helps us stand apart from the clutter of new projects.” 

Wong says the group approached the Italian interior designer because they felt that more attention should be spent on the interior. “At the end of the day, the buyer will live in the property, not just look at it from the outside,” he points out, adding that Silvestrin’s attention to detail is legendary.

"The importance of a luxury show suite in selling the final product has demonstrated how important interior design is to the buyer”.