Shang Properties unveilsa new era of luxury living

With the refreshed look comes the leading developer’s promise to continue elevating luxurious living in the Philippines. 

Some brands have thoroughly embodied the value they espouse so much so that they become synonymous with it. 

Shang Properties is among those few brands. Its dedication to its ideals has become its very identity, that when you so much as utter the word “Shang” you know it means luxury.

And luxury is what Shang Properties is and what it will always be, despite a refreshed look that was unveiled last Oct. 17 at the Shangri-La The Fort in Bonifacio Global City, Taguig.

It was on this Tuesday afternoon when Shang Properties, the Philippines’ leading developer and maestro of “Exemplary Life Spaces,” ushered in a new era of luxury living with a new brand identity and logo. 

Shang Properties executives raise their glasses for a toast to the company’s successful rebranding: (From left) Senior director-head of Group Sales Rose Morales, executive vice president of operations Andrew Den Oudsten, chief human resources officer Sheila Sepulveda, executive director Wolfgang Krueger, marketing director Jayme Uy, COO Atty. Karlo Marco P. Estavillo, and executive vice president of Retail and Commercial Joy Polloso

Carrying the theme “Filipino in Details,” the hotel’s Bonifacio Hall was elegance defined, with local themes tastefully embedded from the curated furniture pieces to the stage design. 

Despite the changes, at the very heart of Shang Properties is its promise of luxurious living. 

“Our brand refresh is a reflection of the changing world. Times have changed and consumers have different needs and desires. We recognized that we need to innovate and adapt to our market’s tastes,” said Wolfgang Krueger, Shang Properties executive director, to members of the media who attended the launch. 

Shang Properties executive director Wolfgang Krueger says they are “leading the change” when it comes to luxury living.

“But what remains is our commitment to boldly moving forward, staying true to our promise of excellence, and setting higher standards in luxury living. In this new era of sophistication, we are not just changing with the times. We are leading the change.” 

Elevating modern luxury, sophistication

Shang Properties’ new identity was unveiled through a brand film that complements the company’s new logo: clean and streamlined. 

The understated vibe of both the film and the logo capture Shang Properties’ idea of modern luxury and sophistication—one that is marked by subtlety. The refreshed look reflects Shang Properties’ design philosophy that’s anchored on an uncompromising vision, coupled with elegance and harmony in all details, whether grand or humble. 

A glimpse of the elegant event set-up for Shang Properties’ official rebranding launch.

The brand film also firmly establishes Shang Properties as the leading brand in the premium real estate market, a name renowned for its exquisite taste and an utmost regard for privacy and exclusivity.

The crane, a Shang Properties icon that symbolizes power, strength, and permanence, has been retained to show the company’s unremitting commitment to creating inspired spaces designed with harmony in mind. 

Shang Properties also pays homage to its previous logo with familiar elements and colors that have strong ties to the brand’s identity.

The elegant Issa Litton is the perfect host for the event.

The film also introduced Shang Properties’ latest developments, all of which are poised to be the next coveted addresses.

Its latest project, Laya by Shang Properties in Pasig, for example, allows residents to treat their own spaces as a blank canvas for self-expression.

Attendees were also given a peek into the company’s recently launched developments, including Shang Residences at Wack Wack, and the two projects under Shang Robinsons Properties, Inc., a joint venture between Shang Properties and Robinsons Land Corporation: Aurelia Residences and Haraya Residences. 

Two upcoming projects in Cebu and Quezon City were also hinted at in the film.

An elegant afternoon soiree

Events designed for elegance such as galas and soirees are usually reserved for evenings. But Shang Properties sure knows how to do elegance right, transforming a dreary and rainy afternoon into a glittering backdrop that can rival any black-tie evening party. 

Guests had the chance to walk through a gallery exhibiting residences and commercial spaces designed by Shang Properties, allowing complete immersion into its history and award-winning developments over 36 years. 

Shang Properties’ executive director Wolfgang Krueger highlights the significance of the brand refresh in what the company promises to its clients and stakeholders in the years to come.

The clear and mellow tunes emanating from the harp provided a relaxing background as guests socialized with one another over canapes and cocktails while waiting for the program to begin. 

After the official launch, attendees were serenaded by Nicole Laurel Asensio, an embodiment of class herself, who is a renowned Filipino singer, songwriter, and actress. 

Filipino singer, songwriter, and actress Nicole Laurel Asensio serenades the audience with her powerful voice.

“Our refreshed logo and branding marks the beginning of a new era of sophistication. The luxury real estate market continues to change and evolve, and we strive to be at the forefront of change. We want to redefine luxury and set new standards,” said Krueger as he prepared for a toast. 

“Our journey is just beginning, and we are honored to continue creating Exemplary Life Spaces.”


To learn more about Shang Properties, visit its website at and follow Shang Properties on its official social media pages on Instagram and Facebook, YouTube, and LinkedIn.