By Zinnia B. Dela Peña (The Philippine Star) Updated November 25, 2009 12:00 AM
MANILA, Philippines - Campos-led Greenfield Development Corp. is shifting into high gear over the next 18 months with the launch of at least five new residential communities as it embarks on a new thrust of delivering projects that promote environmental sustainability and technological advances.
In a press briefing yesterday, Greenfield chairman Jeffrey Campos said the move is in line with the group’s new corporate direction of preparing for the future- understanding what the future demands of the market will be.
Campos said the company is rolling out five new projects which include Greenfield Sta. Rosa, Greenfield District Mandaluyong, Greenfield Regional Center Calamba, Greenfield Campus Communities Biñan, and Greenfield Hillsborough Alabang.
He said the Ayala Group has expressed interest to participate in the development of the 23-hectare Greenfield District but nothing concrete has come out of it yet, pointing out that the Ayalas were keen on doing the residential component of the mixed-use project. “The Ayalas want to come in but they want to do the residential part. But we have decided to do the residential component ourselves,” Campos said.
Campos, however, pointed out that anything is still possible as the company is not totally closing its doors. “We can still discuss,” he said.
The Greenfield District, which currently houses the Unilab facility, will be converted into a new central business district that is envisioned to measure up with the best in Asia. The masterplan for the project involves the development of residential condominium and office buildings. The first residential project in Greenfield District - Twin Oaks will consist of two towers with the first one to break ground next year.
There will be more or less 30 buildings in the Greenfield District when the project is fully completed.
Campos said the company is coming up with a technology plan that will allow a seamless integration and/or convergence of technology and applications for its customers. The plan will allow home automation, access control or high-definition video conferencing and built-in web servers.
The company is in talks with Cisco, a world leader in networking solutions, to help Greenfield with its technological plan. Under the plan, Greenfield shall provide only the fiber-optic backbone to make the building high-upgrade ready. This new service would be initially available in Greenfield District, Campos said.
Campos said the company is breaking ground for the Greenfield Regional Center in Calamba by Dec. 11, 2009. The project is expected to spur growth in the area as regional government offices start to populate this area of Calamba. He said both the Hillsborough and Binan projects are still in the planning stage Greenfield is currently developing Pramana Residential Park in Greenfield City, Sta. Rosa, Laguna — reportedly the first residential park community in the country with over half of the area devoted to parks, wide-open spaces and playgrounds.
Founded in 1971, Greenfield began as a landholding company, with vast tracts of land in its portfolio. Its modest beginnings at commercial development began with what was then known as EDSA Crossing. Developed in the early 1970’s as a mixed-use commercial complex with a wet and dry goods market, the old EDSA Central quickly established itself as an accessible hub for various kinds of commerce.
In 1998, Greenfield ventured into another commercial center in the growth center of Santa Rosa with the development of Paseo Commercial Center. Dubbed as the outlet mall of the south, Paseo provides a lifestyle center alternative to the regular boxed up malls.
Greenfield also ventured into residential developments, with Hillsborough Subdivision Muntinlupa City in 1988, Southwoods Residences, Carmona in 1994, Lexington Garden Village, Pasig City opened in 1997, San Antonio Heights and San Rafael Estates in Sto. Tomas, Batangas in 1998, and the 600-hectare Maunong property now known as Ayala Greenfield Estates developed in the year 1999.
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