SM Prime Holdings, a name long associated with malls, offices and hotels across the Philippines, is taking a major step into the high-end residential market with the launch of its new brand—Signature Series.

The company officially unveiled the brand last July 9, marking a new chapter in its growth. With years of experience building various residential projects mostly for the middle-income residential market, SMPH now aims to bring that same level of quality and ambition to premium housing.

“One very promising aspect in the organization is the raw material is there, the land is there, nationwide. It’s just a matter of us selecting the best properties available in our portfolio to develop into high-end primary residential communities. The opportunities are immense,” said Jose Juan Jugo, SMPH Executive Vice President and Group Head of Signature Series.

From malls to mansions

SMPH is known for its wide portfolio from affordable housing, hotels to shopping malls.

Jugo however said the group’s entry on premium primary residences is a natural progression for the company as it has already ventured into high-end commercial developments like S Maison and SM Aura, and into high-end premium hospitality projects like Conrad Manila and Tagaytay Highlands.

To attract the affluent market, Signature Series will feature carefully designed communities with modern, elegant, and timeless styles. The developments will be planned by specialized teams of designers and service experts to ensure quality from start to finish.

“From the earliest design decisions to the way every detail comes together on site, intentionality, wholeheartedness, and excellence define the way we work,” said Jessica Sy, Head of Design, Innovation, and Strategy.

Premium lifestyle

The Signature Series will offer three main types of homes:

• Entry-Level Premium (from ~₱15 million): For young professionals, starter families, and those upgrading their lifestyle.

• Upscale (from ₱ 25 million): Designed for well-established professionals and families who want more space and refined design.

• Luxury & Ultra-Luxury (₱ 65 million and above): For high-net-worth individuals seeking privacy, exclusivity, and long-term investment.

Jugo said Signature Series would like to tap into the growing upper and upper-middle class with household income ranging from $1 million to $30 million.

Big plans in Muntinlupa and Makati

SMPH has already identified more than 400 hectares of prime land for Signature Series developments, 300 hectares of which are in situated within Metro Manila.

The group’s first major project will rise in Susana Heights, Muntinlupa, where SM owns 284 hectares of land. The site, a well-loved community since the 1970s, will be transformed into a premier suburban destination with parks, retail, and an ultra-luxury village with lots selling at ₱100 million.

SMPH said the company plans to invest ₱ 25 billion into this development.

In Makati City, the group is preparing a high-end residential project on a 6,000-square-meter site through a partnership with a top luxury developer.

“Signature Series is all about creating value,” said Jugo. “In the future, your Signature Series property will certainly appreciate. It’s also intended to be future-proof and can be passed onto the next generation.”

Market demand

The new venture is also aimed to meet the changing needs of today’s buyers—more space, better amenities, and a focus on health and sustainability. From green building materials to smart home features and wellness centers, Signature Series homes are being designed for modern, discerning homeowners.

“We see a sustained demand from high-net-worth individuals and families. Signature Series, in partnership with a key player in the luxury residential space, is set to deliver on the premium living requirements that these discerning individuals are looking for,” Jugo said.