Surin park Corporation’s development philosophy:

Property comes in all shapes and sizes with prices to suit the most moderate to the most extravagant of budgets.  However, when operating at the very high end of the property market, whilst it is true to say that one the one hand good location is not always synonymous with luxury property; it is equally true that luxury property is very nearly always synonymous with good location.

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Surin Park Service Apartments:  "Your Address Says It All"

However, when it comes to developing luxury property, one has to look more into the specifics of the location.  Perhaps an appropriate analogy would be to view Phuket as an un-cut gem; polished in places but still a little rough around the edges.   By no mean every area of Phuket can be considered a ‘luxury location’ for property.   
Almost every developer and certainly the majority of sales agents will tell you that the location of ‘their’ property is fantastic, irrespective of where it actually is.  However, it not wise to always take this sentiment at face value.  One should take an in-depth look at the area in question to determine; does this location have the dynamics necessary to support a luxury lifestyle?
As a developer of high-end resort style condominiums Surin Park Corporation is willing to pay a premium for the right land in the right location; indeed identifying and securing the right location is our single most important consideration before commencing development.  Condos have moved away from simply being mid-range market products with a select number of developments at the high-end creating a new luxury niche in the market for those seeking an alternative to the villa lifestyle.  With luxury villas traditionally dominating the top-end of the market price wise, it is therefore essential for any truly high-end condo project to occupy a truly high-end location.
For us as a developer, having decided to focus our product at the luxury sector of the market, I then set out to determine what my customer wants and to find a location to meet these criteria.  The first thing I do is to look at the surrounding area; is it already established as a luxury area?, what is the proximity the beach, the availability of sea views?, what infrastructure is already in place?, for example; 5 star hotels, fine dining, shopping and transport access.
For us, it is essential that all the above criteria are in place.  There is no point in investing in building a quality product if the location is wrong.  In luxury property, absolutely nothing corrects location.  You cannot subsidize location by building a bigger swimming pool or improving your clubhouse facilities.  A true luxury high-end condo requires sea views, proximity to the beach and services; no other single factor can supersede this. 
It would be difficult for me to convince my customers that they are buying into a high-end condo unless the area in which it is situated reflects this status.   High-end condo’s command a premium in price and therefore the customer expects a premium in return in terms of quality, services and location.   This is why areas such as Surin and Bangtao on the west coast for example, tick all the boxes in terms of luxury location.  They have all the essential ingredients of proximity to the beach, sea views and an established luxury infrastructure.


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