SM Prime Holdings Inc., the property arm of the Sy family, is making its debut in the ultra-premium residential market with the launch of its Signature Series brand—starting with a major development in Susana Heights, Muntinlupa.

Located on a 284-hectare estate long held by the SM Group, the project marks a generational milestone, combining upscale living with a master-planned community format.

Backed by an initial ₱25 billion investment, the estate will feature low-density residential enclaves, neighborhood retail, civic spaces, pocket parks, and a centerpiece ultra-luxury village. Lot prices will begin at ₱100 million, with generous cuts starting at 750 square meters.

“Susana Heights, in my opinion, really needs no introduction,” said Jose Juan Jugo, Executive Vice President and Head of the Signature Series Group. “It’s been there, brewing, appreciating in value, and now we are unlocking its full potential.

It is a very powerful address, and there is no other parcel of land this size and this scalable in Metro Manila that is going to be developed from scratch.”

Unlike SM Prime’s mall-led, mid-market developments, the Signature Series is positioned as an exclusive residential brand. The Susana Heights site will serve as its flagship, offering limited lot releases and a design focused on privacy, community, and prestige.

With direct access to SLEX, Skyway, and the Muntinlupa-Cavite Expressway, the development boasts seamless north-south connectivity. “You have access to all the key highways here,” Jugo said. “It’s an address people will feel proud to pass on to the next generation.”

The project breathes new life into a longtime Sy family landbank asset and serves as a showcase for SM Prime’s push into the high-end market.

“The Signature Series customer will feel a certain level of pride when he buys here,” Jugo added. “He will know he made the right decision—that the quality, the thought, the location, and the commitment of the developer are all in place to make everything work seamlessly.”