Caledonian breaks into the luxury market in Madrid with its first project in the urban center of the city, named Pradillo, on Javier Ferrero street. The promoter, specialized in unique projects, sells the 100 homes that are part of this promotion at an average of 6,500 euros per square meter, far from the more than 10,000 euros that are requested in other luxurious developments in the capital in which They have come to pay up to 18,000 euros per meter in the best penthouses.
In the case of Pradillo, the penthouses are for sale for 8,000 euros per meter, while the cheapest apartments are on the market for 6,200 euros. With these prices, Caledonian brings an exclusive and “unique in Madrid” product to more pockets. “Luxury should not be only for the millionaire, the threshold must be lowered so that many people can enjoy it,” explains Enrique López, president of Caledonian.
The manager worked in the Single Home family business until in 1998 “I decided to become independent and do something different.” Since then, the company has launched six projects, which, added to the four it has underway, now make up a portfolio of ten developments, each with its own character. The secret to selling super-luxury at half the price of its competitors lies in the purchase of land. “We acquired the land at a very good price, and on the other hand we earn less than we could,” explains López, who assures that living in Pradillo will be like living in a five-star hotel.
The great infographic scam
The 11,000 square meter project has been designed by the famous Brazilian architect Marcio Kogan, and the Caledonian construction company itself will be in charge of cooking it. “Our homes are haute cuisine, no other construction company could do them, since we take care of even the smallest detail so that the finishes are perfect,” says López. In fact, the company works with exclusive pieces that they bring from different parts of the world, some are even made to measure for their projects.
“The great real estate scam today is that of infographics. Everyone shows incredible images of their projects and then they have nothing to do with it. Our infographics are a true image of what clients find afterward,” says López. In fact, it is difficult to differentiate Caledonian’s infographics from the actual photographs of his projects, in which.
The homes, ranging from 42 to 300 square meters, could be delivered in the summer of 2021, since the company expects to start construction this summer and, for now, 21 units have already been sold “in the three months that we have been marketing them.” , via Knight Frank.
The luxury of this project is also found in the common areas. “There will be a fully equipped glass gym of about 120 meters, green areas with an outdoor pool of 25 linear meters and a spa of 600 square meters. There is no other like it in Madrid,” says López, who details that it will be equipped with a sauna, indoor pool , hammam, caldarium, jacuzzi, relaxation room with fireplace, massage room, ice-water pool and experience shower circuit.
“We are going to make a super-efficient building, under the Passivhaus standard, to offset the community expense, so that users have the cost of normal housing,” explains the manager, who ensures that a one-bedroom apartment will cost about 16 euros per month in energy consumption thanks to the geothermal heat pump systems and photovoltaic power generation system.
In addition, the homes will benefit from the latest technology such as fingerprint systems to access the house, self-regulating intelligent sheets to better control the entry of light, underfloor heating and cooling through a cold ceiling.
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