Live From Real Estate Brand Land

Posted: 18 Feb 2013 | 6:00 am

I'm back on the bus, the Airbus that is headed from Singapore to Manila.

Paging through the inflight magazine, flashy advertisements for a new condo project Azure which is adorned with their celebrity designer Paris Hilton? The tagline reads "life's a beach".

Next page is a silhouette of a real designer Philippe Starck and the Acqua development which apparently is done by the firm Yoo, but a tagline says "inspired by Stark." No idea who did the actual designing on this brand on brand overlay.

We live in the age of celebrity skin and you cant really fault real estate projects that are just trying to get a leg up. Tune into the montage of celebrity cooking shows, reality television and anything with a brand affiliation is trumpeted.

As we all know, this age, as in all others that have come before will also pass. And we will once again be relegated to the age of architects without their own media empire and perhaps a simpler world where excellence, creativity and professionalism rises above marketing.

Or maybe not? Who know, but I'd certainly take a Starck condo any day over a day at the beach with Paris.

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