Anwar (right) and Yap posing next to a scale model of Kiara Bay.

KUALA LUMPUR: UEM Sunrise Bhd is bravely making its own path off the beaten track that many developers are following. Instead of trudging on to build more affordable homes like many others within Kepong, the proven township developer is replicating Mont’ Kiara’s successful DNA with Kiara Bay, a 73-acre mixed development with a gross development value of RM15bil.

The integrated township built on the urban liveability concept, consisting of residential units and commercial spaces with the first phase targeted to be completed by the fourth quarter of 2023.

As one of Malaysia’s leading property developers, UEM Sunrise managing director and CEO Anwar Syahrin Abdul Ajib confidently tells StarProperty that their strong branding and good reputation will carry the Kepong project to the next level. “If we keep to the slippery path of competing prices, we will not be able to move forward,” he said.

UEM Sunrise is introducing the urban liveability concept in Kiara Bay’s design whereby there will be diversity in the usage of space – from retail to outdoor parks – as they complement one another to create a vibrant atmosphere for the communities in the self-sustaining township, he said.

While there is a tendency for people to dream of living in landed property, there is the fallacy in that landed property tended to be built over a big location, resulting in being further from the city centre.

No one enjoys travelling over a long distance in a jam, he said, adding that the demographics in the area showed that most of Kiara Bay’s potential buyers are between 25 and 30 years of age.

“This demographic group has a different lifestyle mindset,” he said, pointing out that while they are moving out of their parents’ homes, they also would prefer to live close by. “They understand that high-rise is the way forward for city living .”

That is also why the rejuvenation of Kepong is timely as many cities around the world is also moving along this path, turning matured suburbs “sexy again”, he said.

Like the London Docklands in the UK which underwent rejuvenation, Kiara Bay is an integrated township that offers an elevated living by the waterfront given its proximity to Kepong Metropolitan Park, said Anwar.

This township leverages the lake, nature and active lifestyle with the convenience and connectivity of a vibrant urban environment to create enjoyable and effortless living.

Through this concept, UEM Sunrise aspires to develop close-knit societies within Kiara Bay by generating the buzz in town through community events, festivals, and celebrations.

“Our focus with this urban liveability concept which will be the core of everything we do at Kiara Bay is to create an active urban living icon that has something to offer everyone in our multi-generational communities,” said Anwar.

“At UEM Sunrise, we aim to build more than just structures and buildings, but communities and an inclusive environment for them to identify with. Mont’Kiara is our testament to this vision, and so will Kiara Bay,” he said. This mixed development project will be built together with joint-venture partners, Melati Ehsan Holdings Bhd.

“We are excited to be on this journey with UEM Sunrise to create something new in Kepong. Combined with the way this master plan is detailed and the character that it embodies, Kiara Bay will become the industry’s benchmark of urban township,” said it group chairman Tan Sri Yap Suan Chee.

According to the master plan, Kiara Bay will consist of residential units, retail mall, office spaces, hotels, healthcare centres and education hubs. The first phase of this project consists of 870 residential units with built-up areas ranging from 800 to 1,250 sq ft priced between RM600,000 and RM900,000.

“This 15 to 20-year regeneration project would allow integrated master-planning with a diverse range of product types, amenities and community services.

“Leveraging our experience and success in developing Mont’Kiara and our JV partner Melati Ehsan’s track record in construction management, we want to create the same value with Kiara Bay so that homebuyers and investors can enjoy capital growth in their assets,” said Anwar.