EventsShang Properties: Rebranded, unveiled, and ready to move ahead

Shang Properties: Rebranded, unveiled, and ready to move ahead

Ushering in a new era of luxury living


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Shang Properties ushered in a new era of luxury living with its refreshed brand identity on October 17, 2023, at Shangri-La The Fort, Manila in Bonifacio Global City. The Philippines’ leading developer and maestro of exemplary life spaces unveiled its new logo, branding, and upcoming luxury projects in an afternoon soirée with the theme “Filipino in Details.”

The elegant event set-up for Shang Properties’ official rebranding launch

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

Shang Properties’ new identity was unveiled through a brand film. It bannered its philosophy that paying attention to details, big or small, makes all the difference. In addition, it established Shang Properties as the leading brand in the premium real estate market with thoughtful architecture and development, exquisite taste, and the utmost regard for privacy and exclusivity.

To highlight its attention to detail, Shang Properties revealed its new logo, which features a clean and more streamlined look. The text has been updated to reflect a subtle tone of modern luxury and sophistication, as well as Shang Properties’ design philosophy: uncompromising vision, elegance, and harmony in all details.

The crane, a Shang Properties icon that has signaled power, strength, and permanence, has been retained to show the company’s lasting commitment to creating inspired spaces that are thoughtful and meticulously designed, with harmony in mind. Likewise, Shang Properties pays homage to its previous logo with familiar elements and colors that have strong ties to the brand and its DNA.

Shang Properties also introduced its latest project, Laya by Shang Properties, located in Pasig City. Residents can treat Laya’s modern and thoughtfully designed spaces as their canvas, where they have the freedom to design for their own self-expression.

The program trained the spotlight on its recently launched developments, including Shang Residences at Wack Wack, and two projects under Shang Robinsons Properties, Inc., joint ventures between Shang Properties and Robinsons Land Corporation, Aurelia Residences and Haraya Residences. Additionally, the developer teased guests on two upcoming projects in Cebu and Quezon City.

Shang Properties representatives raising their glasses to celebrate a remarkable milestone of the company’s rebranding, from left: senior director and 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, chief operations officer Atty. Karlo Marco P. Estavillo, and executive vice president of retail and commercial Joy Polloso

Shang Properties’ soirée was an afternoon of elegance, much like the company’s new brand identity and logo. 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 the span of 36 years. They were also serenaded by Nicole Laurel Asensio, renowned Filipino singer, songwriter, and actress.

“Our refreshed logo and branding mark the beginning of a new era of sophistication,” said Krueger. “The luxury real estate market continues to change and evolve, and we strive to be at the forefront of change.”

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


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