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Building the E&O brand

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From Luxury hospitality to developing prestigious properties

The E&O brand is today synonymous with prestigious properties, offering innovative concepts and superlative quality across a diverse project portfolio. As Malaysia’s established name in premier lifestyle developments, the meticulous effort in building a distinctive brand that endures is the philosophy that is consciously embraced at Eastern & Oriental Berhad (E&O).

The namesake of the E&O Group is derived from the Eastern & Oriental Hotel, a cherished heritage landmark in George Town, Penang. Established in 1885 by the famed hotelier Sarkies Brothers, the seafronting E&O Hotel was soon

acknowledged as the “premier hotel east of the Suez”. Using the E&O Hotel’s architectural blueprint, the Sarkies brothers later started The Raffles in Singapore (1887) and The Strand in Rangoon (1901). After extensive refurbishment and renovation to its former glory, this grand dame hotelis now owned and operated by The E&O Group, with the 100-suite heritage wing complemented by the adjacent 122-suite Victory Annexe, and a private pier that serves Penang’s first water limousine.

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Building on its rich legacy, E&O leveraged its expertise and experience in luxury hospitality to become the premier developer of prestigious properties. In 2004 for the launch of Dua Residency condominiums located in the vicinity of Petronas Twin Towers, it pioneered the concept of fully interior-designed show units that accurately replicated size, scale and specifications, and the introduction of spacious grounds and comprehensive facilities for its residents that truly reflected E&O’s acronym, “Expect Nothing Ordinary”. In 2006 and 2007, E&O took its hallmark of crafting exclusive residences for the discerning to landed properties in upscale Damansara Heights, with Seventy Damansara and Idamansara both achieving new design and price benchmarks at the time of launch.

A decade since its launch of Dua Residency, E&O continues to make its mark in the premium property landscape within KualaLumpur’s prime locations. St Mary’s Residences in the heart of the Central Business District was completed in 2012 and is also home to E&O Residences, where 200 units of fully furnished one- and two-bedroom service apartments are operated by E&O’s inimitable hospitality management team. In 2013, the launch of The Mews serviced residences nearby, saw E&O join forces with Mitsui Fudosan, in a landmark joint venture with Japan’s largest residential developer.

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Building the E&O brand has seen the portfolio of its projects expand in the breadth of development scope as well as in geographical reach. In 2005, E&O held its maiden launch of homes within its flagship Seri Tanjung Pinang project, the first masterplanned seafront development on Penang island. Clearly visible from E&O Hotel across the bay of Gurney Drive, the 240 acres comprising Seri Tanjung Pinang Phase One is nearing completion with 2,000 families calling this thriving community of over 20 nationalities, home. Again, E&O has delivered concepts unique to the region in its upcoming condominium launch of 18 East at Andaman. This represents the ultimate block that is set within 21 acres of the gated and guarded property, of which 7 acres are devoted to landscaped recreation areas, within which an outstanding private 4.5 acre waterpark for residents is already fully complete and on par with the best that international hotel resorts have to offer.

Following E&O’s successful presence in the north on Penang island, the property developer looked south to Iskandar Malaysia as its third growth engine. In 2011, E&O embarked on Avira, a 207-acre wellness-themed development, strategically located in Medini, Iskandar Malaysia, Johor. A mixed development anchored on the concept of wellness, Avira addresses the growing lifestyle trend that increasingly places emphasis on holistic wellbeing with a 12.5-acre Wellness Sanctuary at its heart.

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E&O’s venture overseas is focused in Central London. This international growth engine for E&O began in 2012, with the acquisition of Princes House along Kingsway that is to be renovated and refurbished into residential apartments and serviced suites. Located within walking distance to the London School of Economics and the Inns of Court, all residential units were sold upon launch without the need for advertising, testament to the E&O brand. More recently in November 2014, E&O has acquired ESCA House with plans for redevelopment in this area of Bayswater, neighbouring Notting Hill.

With established brand recognition, E&O has been fortunate to forge strategic alliances with esteemed partners such as Mitsui Fudosan, Khazanah Nasional, Temasek Holdings, Sime Darby and CIMB-Mapletree. With a reputation for understated yet timeless elegance, the E&O brand continues to seek fresh interpretations of the old to forge ahead and create anew, attracting discerning purchasers as well as savvy investors seeking properties where value appreciates and endures.

In essence, it is said that, “Those who know, insist on E&O”.

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