The COVID-19 pandemic and the experience of isolation have prompted many, especially young people, to live a simpler, practical, functional, inclusive and sustainable life – all the attributes of the Scandinavian lifestyle. This lifestyle is reflected in Scandinavian design where beauty is embodied in simplicity and functionality. Always conscious of the evolving needs of its clients, ParkCity Group, developer of the award-winning Desa ParkCity town in Kuala Lumpur, has chosen to leverage the benefits of Scandinavian living and design in its latest Desa ParkCity project.
ParkCity’s passion for bringing new and well-designed products to market has ensured that every township project has its own identity. This time, it’s the Scandinavian-inspired NOÖRA.
Located on 6.63 acres on the southern fringes of Desa ParkCity, the 52-storey integrated development will consist of approximately 1,000 residential homes and a retail podium within two towers. The project sees the return of the acclaimed Serie Architects (UK) in collaboration with Multiply Architects (Singapore), who were the architects of the luxury Park Regent complex in Desa Park City. Park Regent is 80% sold out in just a month after its launch in 2019, with sales up to 97% so far.
“For NOÖRA, we believe that Scandinavian design will give the project subtle elegance with its simplicity,” said Serie co-founder and director Christopher Lee.
Besides simplicity in design, the Scandinavian design elements of the project will focus on functionality and comfort; integration with nature; Accessibility; openness. An abundance of natural light and an innovative use of natural materials.
“Scandinavian design is closely related to its climate, creating warmth in the space through simplicity and functionality. It takes inspiration from the natural environment to create sustainable and comfortable living spaces. Hence this project must also remain connected to its local tropical surroundings,” says Lee, who was design critic at Arthur Roach in Architecture at Harvard Graduate School of Design and Mayor of London Design since 2017, materiality and styles are interpreted sensitively to tropical climate and needs.
By presenting bright and breezy spaces filled with large amounts of greenery, the project name NOÖRA, which means light, is apt, as it depicts a feeling of optimism and joy. The emphasis on natural ventilation of air and the use of natural light throughout the common areas including elevator lobbies and hallways, along with lush landscaping, makes for wellness and healthy living after the pandemic.
Meanwhile, the green spaces including the plant-filled terraces that form part of the building’s facade, along with sun canopies placed over the windows, and the deep overhangs of the ‘barn’ wings housing the main facilities, help reduce heat gain.
NOÖRA is aimed at millennials and young adults, and one of the main features of NOÖRA is the public spaces or amenities.
“NOÖRA’s vision is to create a new way of urban living, which promotes functional and flexible micro-living units, integrated with the features of ‘co-working, co-living, mingling’ in the form of shared spaces, as it provides a platform for people to achieve a better work-life balance,” offers Lee .
“Set within spacious outdoor spaces with deep shade and lush landscaping, these public spaces also encourage social interaction and, ultimately, a sense of community,” he says.
The main driver of the common spaces is the spatial ‘fourth place’ concept. This alternative space emerged in response to the growing preference for lively, informal and flexible work environments especially among young people.
Thus, NOÖRA’s common spaces will be multifunctional, covering work, play or rest with spaces suitable for social as well as individual activities, notes NOÖRA interior designer, Singapore-based UPSTRS founder and creative director Dennis Cheok.
“Our focus is on the human experience, the flow and connections between programs, the quality of the spaces and the connection to the surroundings and landscape. There are also spaces and touch points to encourage and facilitate social gatherings as well as special moments alike, Cheok adds. The design studio was the Interior Design Company of the Year at the Singapore Interior Design Awards in 2020.
For the interiors of NOÖRA, UPSTRS_ was inspired by Nordic landscapes and the history of Desa ParkCity as the site of a granite quarry to form a physical palette based on the textures and grades of granite combined with timbers.
If there’s one developer willing to go the extra mile for their customers, it’s ParkCity. Hoping to spare no effort, so to speak, ParkCity enlisted the help of Scandinavian design consultant Liti Design, with its international track record of over 30 years, to bring the Nordic experience to life throughout the entire project from its architecture, space planning and interior design to its amenities and retail offerings.
According to Liti Design CEO and co-founder Thomas Pettersson, it is critical to understand the needs of end users and come up with solutions for them before the space planning process begins.
“It is important in space planning, to demonstrate that every space in the unit is of value to homeowners without compromising spatial quality, privacy, comfort and flexibility,” he says.
This means that Liti Design, in consultation with ParkCity, had to identify the needs and desires of potential NOÖRA homeowners to design living spaces for different personalities. This led to the conceptualization of compact and functional NOÖRA modular designs ranging from one to three bedrooms, suitable for young families and single residents.
C.S. Tan, founder of Liti Design, points out that with the pandemic, living and communal spaces must accommodate new standards, including work from home, home schooling, entertainment and other activities.
“People are becoming more demanding about the functionality of their living spaces due to the change in lifestyles and needs,” he adds.
relationship with nature
Landscaping, or the use of nature, is essential to creating an attractive and livable place, thus NOÖRA will boast open spaces and green spaces that reflect the thriving park-like environment of Desa ParkCity.
“Since the outbreak of the 2019 pandemic, we feel that people need to connect with nature and want more open spaces that provide a choice of private spaces at the same time,” says NOÖRA Landscape Architect, PIA Company Ltd, Design Director Vachirapong Danny Arthayukti, adding that areas The landscaped project will also have spaces meant for people of different ages and needs to enjoy.
“The NOÖRA landscape forms the collective heart that shelters residents and visitors,” he says. PIA is Thailand’s leading design studio with over two decades of experience designing and implementing resorts, residences, corporate offices and other projects in Southeast Asia.
Comfort in the lead
Furthermore, the retail division, which will be owned and operated by ParkCity, will provide NOÖRA residents quick access to a retail experience curated with services such as co-working spaces, fitness studios, food and beverage, groceries, and daily necessities. For more information, they can always easily walk to Desa ParkCity’s other great facilities.
Few can match the excellent amenities and facilities of the town which has contributed to its reputation as the most liveable place in Malaysia. They include scenic and pet-friendly Central Park, the vibrant Plaza Arcadia Center, Waterfront @ ParkCity retail centers, ParkCity Medical Center, International School @ ParkCity, plus ParkCity Club and SportsCentre for residents only.
Tree-lined streets surrounded by landscaped pedestrian paths along with good security make the 473-acre township easy to walk with all amenities easily accessible on foot. One resident even calls living here a “dream”. This stand-alone town has amassed a series of awards for excellence in sustainable community urban living including The Edge Malaysia Awards for Best Managed and Sustainable Real Estate 2022, winning the Editor’s Choice Award as Malaysia’s Model Sustainable Urban Living and winning the Gold Medal in the Landscape Awards Landscape Planning category. Sustainable naturals from The Edge-ILAM Malaysia.
ParkCity Datuk Group CEO Joseph Lau has often emphasized that guided by the New Urbanism Master Plan for Town and the Five Basic Pillars of Family, Neighborhood, Comfort, Community and Connectivity, ParkCity has created a sustainable and healthy community where people of all ages and from all walks of life can thrive in a safe and inclusive environment.
It is a community with a heart and soul. Moreover, the forward-looking developer often comes up with innovative products that make home buyers and real estate investors demand more. Desa ParkCity properties have seen a significant capital appreciation despite the general weak sentiment in the real estate market lately as evidenced by the sub-sale prices of some of the town’s high-rise homes, which have not stopped climbing even during the Covid-19 pandemic.
The pandemic certainly failed to deter buyers at the launch of Park Place Residences, designed with a “fourth place” concept, in September 2020 which saw sales over 86% over the weekend (sales up 92% so far).
Park Place’s success is due to the town’s attractions, including comprehensive amenities as well as the developer’s foresight in offering the facilities, amenities and sustainability features of the project that have met the needs of pandemic and post-pandemic life up until then.
With NOÖRA, ParkCity has improved all these elements and taken sustainable community living to another level with the added convenience of the retail part.
Welcome to NOÖRA, where life becomes simple.
Don’t miss the launch opportunity! Register your interest now in www.noora.com.my