Aurum Group

BESPOKE LUXURY FOR LIVING WELL

BESPOKE LUXURY FOR LIVING WELL

Equipped with purpose-driven design and a passion for modern living, Aurum Group is an award-winning space and business innovator with a steadfast focus on the future of people. Michelle Yong, CEO, tells us more

Writer: Lucy Pilgrim | Project Manager: Andrew Marjoram

The real estate landscape in Singapore has experienced significant transformation over the last five years, especially in today’s post-COVID-19 pandemic world.

This coincides with the industry’s increased attention on wellness, sustainability, flexibility, and multigenerational living.

“The concept of a home has evolved from being a physical space to becoming a sanctuary and hub for work, wellness, and social connection,” opens Michelle Yong, CEO of Aurum Land, a leading boutique property development company in Singapore.

There has additionally been a noticeable shift towards communitycentric and mixed-use developments that not only encourage crosssector collaboration but also provide convenient living without

compromising on lifestyle.

This industry-wide shift aligns with a simultaneous rise in the use of digitalisation in construction and property management, whilst environmental, social, and governance (ESG) practices also remain at the forefront of real estate organisations’ minds.

“At Aurum Land, we’ve embraced this shift by placing an even greater emphasis on design thinking, purposeful living, and user experience across all our developments,” Yong highlights.

Indeed, the company has evolved to become an award-winning boutique property development business, renowned for its design-led residential projects such as The Hyde, NYON, The Asana, and The Orient, each of which are located in prime districts across Singapore.

“WITH A REPUTATION FOR THOUGHTFUL ARCHITECTURE, LIFESTYLE-ORIENTATED DESIGN, AND EXCEPTIONAL QUALITY, AURUM LAND HAS CONSISTENTLY DELIVERED HOMES THAT BLEND FORM AND FUNCTION”

– MICHELLE YONG, CEO, AURUM LAND

“With a reputation for thoughtful architecture, lifestyle-orientated design, and exceptional quality, Aurum Land has consistently delivered homes that blend form and function.

“The company continues to push boundaries by creating homes that reflect modern aspirations whilst positively shaping urban living experiences,” Yong affirms.

Aurum Land is a boutique property developer and wholly-owned subsidiary of Woh Hup Group, one of Singapore’s largest and most

established construction companies with over 98 years of industry experience.

Leveraging Woh Hup Group’s deep expertise in construction and engineering, Aurum Land brings a design-led and human-centric approach to property development, consistently delivering award-winning residential projects known for thoughtful architecture and highquality finishes.

As part of Aurum Group, Aurum Land contributes to a diverse portfolio encompassing real estate, fitness,

wellness, and asset management, all driven by a shared commitment to shaping sustainable businesses that positively impact lives across generations.

“What this means is that all the businesses we create have an intention and objective to leave a positive impact on people with a forward-looking perspective,” Yong insights.

DO WELL AND DO GOOD

Aurum Land is key to Woh Hup Group’s growth and diversification strategy which is extending the organisation’s capabilities upstream.

On the other hand, Aurum Land gains access to deep construction and engineering expertise and strong relationships with suppliers, consultants, and stakeholders across the value chain thanks to Woh Hup Group’s global network, providing the company with a strong foundation of quality, reliability, and scale.

“When I joined Aurum Land in 2007, my goal was to build on the strong reputation and technical excellence of Woh Hup Group to offer discerning property buyers a more design-led and human-centric approach to property development,” Yong recalls.

This objective was realised through the company’s distinguished approach whereby developers put themselves in homeowners’ shoes when making decisions and uphold a high attention to detail across all their designs.

As a result, Aurum Land’s customers consistently receive unique and compelling design concepts that excel in urban living convenience.

Elsewhere, the company is also bound by Woh Hup Group’s core purpose to ‘Do Well and Do Good’, which sees it building a sustainable business that positively impacts lives across generations.

“We’ve taken this ethos and embedded it into our property development philosophy, allowing us to marry form, function, and heart.

HOW DO STRONG SUPPLIER RELATIONSHIPS

CONTRIBUTE TO THE SUCCESS OF AURUM

LAND?

MICHELLE YONG, CEO: “Strong partnerships are essential to our success. At Aurum Land, we work with trusted architects, consultants, suppliers, and contractors – many of whom have been with us for years.

“We value transparency, mutual respect, and a shared commitment to excellence.

“Woh Hup Group’s extensive network strengthens our supply chain and allows us to innovate without compromising on quality or safety.”

Shaping Singapore’s Urban Landscape

Established nearly a century ago, Woh Hup has grown to become a pioneer of Singapore’s construction and civil engineering industry through the consistent delivery of high-quality, innovative building solutions for the nation’s landmark developments

Founded in 1927 by Yong Yit Lin as a one-man firm, Woh Hup has significantly evolved from its humble origins.

Over the past 98 years, the company has grown alongside Singapore’s urban development, establishing a strong national footprint to become one of the country’s largest privately-owned construction and civil engineering specialist.

Woh Hup’s position at the forefront of the built environment has been achieved by providing highquality, sustainable, and innovative construction solutions, supported by the continued dedication, passion, and hard work of its 3,000+ employees and workforce.

This enviable reputation is further strengthened by its commitment to high standards of quality and safety across every project, creating lasting value for clients.

From the design concept stage through to project completion, Woh Hup’s dedicated team of professional engineers are fully engaged to collaborate with the company’s extensive list of clients and consultants, ultimately optimising design and construction methods.

CRAFTING SINGAPORE’S LANDMARKS

Woh Hup’s expansive project portfolio has solidified its place at the helm of Singapore’s built environment sector, boasting more than 160 projects since 1927.

Some of Woh Hup’s more notable projects include: Gardens by the Bay Gardens by the Bay offers three distinctive waterfront gardens that contribute to Singapore’s reputation as the world’s premier garden city.

Completed in 2012 for the National Parks Board, the development serves as an architectural icon, horticultural attraction, and shining example of the far-reaching impacts of sustainable energy technology.

Reflections at Keppel Bay

A showcase of luxury waterfront living in the bustling metropolis, this magnificent structure is Polish-American architect Daniel Libeskind’s first residential development in Asia, making a mark on Singapore’s development landscape.

This remarkable development received numerous accolades upon its completion, such as the Building and Construction Authority (BCA) Construction Excellence Awards Merit in 2013 and the Royal Society for the Prevention of Accidents (RoSPA) Gold Award a year earlier.

Jewel Changi Airport

Jewel Changi Airport is an exceptionally crafted 10-storey structure with five levels both above and below ground, creating one of the deepest basement buildings in Singapore.

Boasting a total floor area of 135,700 square metres, Jewel Changi Airport is specially designed in a unique geometrical shape in order to face all three of its terminal buildings, which have a sky train track running through them.

The true significance and a highly impressive engineering feat nestled within Jewel Changi Airport is a 40-metre rain vortex touted the world’s largest man-made waterfall at the time of construction.

The development earnt a vast array of accolades for its forward-thinking construction approach, including President’s Design Award Singapore and Building of the Year from Singapore Institute of Architects - Architectural Design Awards in 2020.

BUILDING WITH INTEGRITY

Woh Hup’s forward-thinking construction solutions not only support global sustainability targets but have a positive socioeconomic impact on each development’s surrounding community.

The company’s steadfast environmental, social, and governance (ESG) strategy ensures Woh Hup can build resilience amongst stakeholders, engage with the community, and achieve sustainable development.

Guided by its corporate purpose – ‘Do Well, Do Good’ –Woh Hup likewise strongly believes in doing its part for less privileged populations.

This ethos of serving the community was first instilled by its founder upon establishing Woh Hup and continues to drive its team today.

At the forefront of Singapore’s built environment, Woh Hup continues to provide high-quality, sustainable, and innovative construction solutions that have a positive impact not only on the nation’s urban development but the planet’s carbon footprint.

217 Upper Bukit Timah Road

Woh Hup Building

Singapore 588185

T +65 6385 8585

E general@wohhup.com

WWW.WOHHUP.COM

CORE COLLECTIVE

The first of its kind, Core Collective is a co-working platform with a vision to democratise fitness and wellness entrepreneurship and lower barriers to entry, making it easier for fitness and wellness businesses to flourish.

With over 270 resident professionals currently offering services such as personal training, physiotherapy, chiropractic, and children’s therapy, Core Collective supports the success of communities through extensive facilities and seamless operational support.

Established in 2018, the company began its journey with a flagship location in Singapore’s central business district (CBD), predominantly serving white-collar professionals.

The organisation subsequently opened additional locations across Singapore, namely in Dempsey, a suburban area catering to families, and i12 Katong, a mall in eastern Singapore with substantial footfall that makes the company’s wellness services more accessible.

“This synergy enables us to push boundaries in design and innovation whilst never compromising on build quality and safety,” Yong shares.

Aurum Land’s multiple awards are testament to the company’s stateof-the-art developments, achieving accolades such as Best Boutique Developer at the PropertyGuru Asia Property Awards in Singapore for four consecutive years, as well as being recognised as a winner of the World Gold Award in the Residential (Low Rise) category as part of the FIABCI Prix d’Excellence Awards.

A NEW ERA OF BESPOKE

A sister brand of Aurum Land, Anagram Homes (Anagram) represents a new era of bespoke freehold landed properties in Singapore.

Each home is designed as a timeless canvas for generational living, reflecting the individuality, memories, and evolving needs of its homeowners.

The division expertly reimagines landed living as deeply personal and fully configurable for clients.

“The brand’s name – a word formed

by re-arranging the letters of another word – reflects our desire to allow our homeowners to reconfigure the layout of their homes and select the key feature finishes that best suit their lifestyle and stylistic needs, which is not usually possible when buying new, landed properties,” Yong explains.

With multiple projects in the pipeline, the brand aims to elevate the standard of landed housing and provide homeowners with spaces that are meaningful, flexible, and enduring.

Anagram’s development at Kheam Hock Road, for instance, is the first

Building Resilience Across the Region

Founded in Singapore, MAP Group (Maxbond Asia Pacific) has grown into a vertically integrated network of companies with deep expertise in the waterproofing specialisation in the built environment sector, offering end-to-end solutions from system installation, product manufacturing and distribution, and concrete and leakage repair - not just locally, but across Southeast Asia and beyond.

Maxbond Singapore: Masters in Waterproofing

MAP Group’s journey began in 1999 with Maxbond Singapore, originally a distributor of waterproofing and wet trade materials serving Singapore’s growing construction industry. In 2006, the acquisition of LC United equipped the company with on-site capabilities and technical know-how, evolving into a full-scope waterproofing solutions provider. Over the decades, it has achieved ISO, BCA, SCI, Green and Gracious Builder certifications and played key roles in iconic Singapore projects such as Marina Bay Sands and Jewel Changi Airport.

Movex: Expansion and Joint Solutions

Movex augments the Group’s vertical integration through the supply of construction and expansion joint solutions, leakage & concrete repair materials. Movex serves projects from underground tunnels to airports, supplying products and designto-install solutions in Singapore and Indonesia.

Movenflow: Concrete and Leakage Repair Specialists

Movenflow complements the waterproofing arm, delivering complete concrete repair, protection, and restoration services. The expert teams utilise both proven methodologies and modern technology to tackle leakage, cracks, voids, and structural defects in both private and public developments.

MAP Studio: Surfaces with Style and Quality

MAP Studio supplies premium-quality tiles and natural stone finishes. Working closely with designers and contractors, its curated range is widely used in hospitality, residential, and commercial projects across Singapore.

MAP E&C: Manufacturing Strength in Malaysia

Based in Johor Bahru, MAP E&C is the Group’s manufacturing arm, producing proprietary waterproofing materials and construction products. This facility ensures consistent quality, reliable supply, and cost efficiency for projects in Singapore and across the region.

Maxbond Vietnam: Regional Reach and Local Expertise

Established in 2012, Maxbond Vietnam is part of MAP’s regional expansion. With its own production facility in Hanoi, it manufactures and distributes eco-conscious waterproofing solutions tailored to local climates.

A Unified Vision: One-Stop Excellence

Together, the MAP Group of companies form an ecosystem: from manufacturing, to materials supply, to expert on-site service

It is more than a collection of companies. It’s a regional leader committed to building resilience, delivering value and deepening trust with our valued clients and business partners — one structure at a time.

in its luxury bespoke collection of landed properties, featuring eight houses.

“The licensed development stands out for its impressive scale, offering greater security and peace of mind in a market often defined by smaller, unlicensed, and unregulated projects,” Yong expands.

With a choice of detached, semidetached, and terraced houses on offer, the company provides flexible layouts that balance privacy with connection, with each property featuring a second self-contained dwelling unit.

Inspired by the concept of Seijaku, Anagram’s homes also embody a profound sense of tranquillity and calm, emphasised in the Kheam Hock Road development.

The Japanese principle, which emphasises serenity and stillness, guides the brand’s design philosophy of creating sanctuaries that offer a

“A key feature of Anagram is its monolithic language; defined by a series of fenestrations, the development’s otherwise solid exterior is fragmented by little pockets of green, drawing nature into each home.

“The placement of the fenestrations was carefully considered to create a balance between affording privacy whilst ensuring an abundance of natural light and ventilation,” Yong outlines.

China Star Building Construction Pte Ltd, founded in 2014, specialises in wet trade and tiling works. It is a BCA registered Class 2 general builder and is accredited with bizSAFE Star. The company works with many established main contractors and has built up a diversified portfolio comprising of building projects in the residential and industrial sectors, amongst others.

China Star Building Construction has a workforce of more than 300 workers from non-traditional sources and China. Their committed management team has consistently delivered high-quality works in accordance with local industry standards. Build Everything With Passion

Shaping Spaces with Purpose: The Evolving Practice of Park + Associates

At Park + Associates, design always leads the conversation. Founded by Lim Koon Park, the firm has built its reputation on a multidisciplinary approach that blends architecture, interior design, master planning, and thematic and experiential design—creating spaces that are as thoughtful as they are forward-looking.

Innovation is part of the DNA, but it’s never the driver. When the firm delivered Singapore’s first 3D-printed house, it wasn’t about showcasing technology—it was about pushing design boundaries. “I didn’t want the technology to lead,” Lim Koon Park reflects. “It should be a value-add – not a limitation.” That philosophy continues to shape how the firm approaches emerging tools and platforms, including CORENET X.

This mindset extends to how the firm navigates global complexity. With active projects in China, India, Fiji, and Indonesia, Park + Associates balances risk across markets while remaining agile in the face of shifting political and economic tides.

Typological breadth—from hospitality and residential to institutional and commercial spaces—further strengthens the practice. Each project is conceived from the belief that design, when done right, can shape not just spaces, but experiences.

The façade of each unit has also been carefully crafted to ensure that no two homes are alike, offering a sense of individuality.

THE HEIGHT OF PROPERTY DEVELOPMENT

Elsewhere, Aurum Land’s largest completed development, The Hyde, is located at Balmoral Road in Singapore and inspired by the panoramic views overlooking Goodwood Hill.

“For this project, we wanted to emulate Hyde Park in London, UK.

We created a rooftop communal area with a sky club, an infinity pool, and vast open space.

“The idea was to be weddingworthy where people would want to host their intimate solemnisations or marriage proposals,” Yong outlines.

The development’s 50-metre swimming pool, in particular, was modelled after The Serpentine in Hyde Park, with a floating disc-like edge.

Contained within the body of water, Aurum Land also designed the entire constellation with over 1,000

fibre optic lights to reflect the night sky above, creating a dramatic and enchanting view for nearby homeowners.

The development has four communal pavilions, one of which offers a communal playroom which acts as an extension of homeowners’ living rooms, making a perfect space for growing families.

“Having four children of my own, I know how much space their toys take up and how quickly they can get bored of their own things.

“The playroom is a communal living room for children where they can borrow books or exchange toys,” Yong smiles.

The company’s upcoming projects include the construction of a pair of luxurious detached houses situated near Holland Road – the latest instalment in Anagram’s collection with an abundance of customisation possibilities.

VALUES-BASED LEADERSHIP

Aurum Group strives to consistently empower staff by granting them ownership, room to grow, and recognition for the impact they make.

Cut • Carve • Create

We specialise in supply, installation and after-sales services of ACMV (Air Conditioning and Mechanical Ventilation) systems for both residential and commercial sectors.

65-6763 9981 project@sasme.com.sg

With over 30 years in the industry, we’ve proudly delivered quality flooring solutions for top-tier projects alongside leading architects and developers such as DP Architects, ADDP, CDL, and GuocoLand.

Renowned for our professionalism, reliability, and premium product range, we specialise in residential and commercial flooring that meets the highest standards. It is our pleasure to extend our expertise and trusted service to your prestigious residential unit - bringing timeless quality and craftsmanship into every space we serve.

Visit our website: www.woodcouture.sg

AURUM GROUP’S CORE BRANDS

Aurum Land – Industry-leading property development branch.

Anagram Homes – A sister brand of Aurum Land representing a new era of bespoke, freehold landed homes in Singapore.

Core Collective – A leading fitness, wellness, and lifestyle co-sharing platform.

Aurum Asset Management – Retail investment arm of Aurum Group.

“Many of our team members have been with us for years and I believe that’s because they feel seen, heard, and valued,” Yong shares.

Indeed, paying close attention to the needs of her staff and ensuring they feel listened to is something Yong feels deeply passionate about.

In light of this, Aurum Group hosts weekly check-ins with all its team members, which ensure that they feel supported and managers can help overcome any obstacles staff may be facing.

These meetings also provide opportunities to align and discuss the coming week’s priorities, helping to provide staff with a sense of direction.

This is further supported by in-depth monthly check-ins as well as quarterly townhall conferences where the company shares updates on its performance and strategic direction and how each team member can contribute to its success.

Aurum Group is, evidently, a highly transparent business where effective forms of communication are used to fiercely protect company culture.

“We also believe in emphasising

“MANY OF OUR TEAM MEMBERS HAVE BEEN WITH US FOR YEARS AND I BELIEVE THAT’S BECAUSE THEY FEEL SEEN, HEARD, AND VALUED”

– MICHELLE YONG, CEO, AURUM LAND

core values that give a lot more autonomy to team members. We trust they will make the right decisions in the face of difficult situations by referring back to the core values.”

All new team members attend a vision and values onboarding session led by Yong where she goes through the history of the company, what its core purpose and vision are, why these are important, and how each of the different companies contributes to Aurum Group’s vision.

AIDING AN AGEING POPULATION

Singapore’s real estate sector will continue to evolve towards greater integration of technology, wellness, and sustainability in the future, driven by homebuyers that are not only

looking for a living space, but for a strong community and valuable experiences.

With this in mind, Aurum Land is working on the conceptualisation and go-to-market of a new senior living home and social club test pilot in the coming year.

This coincides with the nation’s rapidly ageing population and senior living sector that is moving beyond traditional nursing homes and towards integrated, communityfocused models that support ageing and social connectivity.

Indeed, 18 percent of Singapore’s population is currently 65 years old and above. By 2030, this figure will increase to 25 percent, whilst the number of seniors living alone is steadily rising from the 12 percent it is currently.

As such, Aurum Land strives to address the nation-wide problem of elderly loneliness, which can result in higher levels of depression and cognitive decline.

Leveraging the collective capabilities of the brands that comprise Aurum Group, the company strives to redefine retirement, re-shaping the way people experience their later years by creating spaces and opportunities that foster independence, connection, and holistic well-being.

“We want to be able to help independent, able-bodied single seniors address their pain points of low or no social engagement, manage existing or anticipated health concerns, and create opportunities for community, companionship, and lifelong learning – all whilst allowing seniors to maintain their independence,” Yong concludes.

Tel: +65 8717 1755

enquiries@aurum.sg

www.aurum.sg