Sansiri Shakes Up the Condominium Market with the Launch of “LOVE”, a New Brand Targeting Urban Professionals, Debuting with LOVE Charoen Nakhon Worth THB 6.5 Billion
Sansiri, Thailand’s leading property developer, is making waves in the real estate market at the start of the year with the launch of “LOVE”, a brand-new condominium brand designed to strengthen its condo portfolio. Targeting Urban Professionals, the brand caters to a Collective Living lifestyle—embracing life in full color and meaning amid evolving trends and consumer behaviors, where buyers choose only what truly resonates with their identity.
A New Level of Living: “Live the Life You Love”
The next evolution of living is defined as “living the life you love,” brought to life through the brand concept ‘LOVE LIFE’. The concept is built around four key pillars:
LOVE in Design – thoughtfully designed spaces where life flows seamlessly
LOVE Inner – a focus on holistic well-being
LOVE in Us – living harmoniously with pets in shared common areas
LOVE in Location – being surrounded by everything you love
The brand’s inaugural project, LOVE Charoen Nakhon, is a THB 6.5 billion riverside condominium located in the prime Charoen Nakhon area, a rising Global Countdown Destination and one of Bangkok’s most dynamic riverfront districts.
Targeting the “LOVE Generation”
Mr. Ongart Suwannakul, Senior Assistant Managing Director, Condominium Development Division, Sansiri Public Company Limited, revealed that Sansiri is committed to developing projects across all customer segments, price ranges, and locations. Over the past two years, the company has conducted extensive research and market surveys to refine its strategy and realign its portfolio in response to changing consumer behavior.
The research identified a highly promising segment: Urban Professionals aged 30–45—high purchasing power individuals with a Collective Living mindset. This group does not chase every trend but embraces what feels right, values authenticity, prioritizes timeless design, and appreciates sustainable living concepts. Sansiri defines this segment as the “LOVE Generation”—people who place happiness and peace of mind at the center of their lives, seeking condominiums that offer both emotional comfort and long-term investment value.
“Based on these insights, Sansiri has reshaped its portfolio, beginning with the launch of ‘LOVE’, a new condominium brand priced at THB 140,000–190,000 per square meter, a segment where Sansiri is already a market leader. This marks the first time the Sansiri logo has been incorporated into a sub-brand, reinforcing brand recognition and reflecting our strength as a Design Leader—renowned for design excellence, functionality, quality, and service in Thailand’s real estate industry. The first flagship project is LOVE Charoen Nakhon, a new riverside condominium valued at THB 6.5 billion,” Mr. Ongart said.
Creating “Brand Love” Through Thoughtful Living
“LOVE”, Sansiri’s newest condominium brand, is set to create a powerful sense of Brand Love through the ‘LOVE LIFE’ concept—redefining modern living as the ability to truly live the life you love. The four pillars are designed to respond perfectly to a Collective Living lifestyle:
LOVE in Design – Life in Perfect Balance
Featuring Seamless Design that connects all aspects of living, combining refined aesthetics with highly functional layouts that maximize every square meter.
LOVE Inner – Well-being at Heart
Prioritizing physical and mental wellness through thoughtfully designed environments.
LOVE in Us – Living Together with Pets
Elevating standards with a Pets Welcome Condominium concept—an industry-leading model that fully embraces four-legged family members, ensuring happiness for both residents and their pets.
LOVE in Location – Everything You Love, All Around You
Strategically located in high-potential areas with convenient access to mass transit, office districts, and lifestyle communities—making it easy to enjoy life you love every day.
LOVE Charoen Nakhon: A Rare Riverside Opportunity
LOVE Charoen Nakhon, with a total project value of THB 6.5 billion, is developed through a joint venture between Sansiri Public Company Limited and Mitsui Fudosan Asia Development (Thailand) Co., Ltd. The project is a rare riverside condominium located near ICONSIAM, with direct access from Charoen Nakhon Soi 29/2.
The Charoen Nakhon area is rapidly emerging as a New Riverside CBD and a world-class Global Countdown Destination, offering breathtaking Chao Phraya River views. Surrounded by five-star hotels and premium amenities, the location provides seamless connectivity to Bangkok’s central business districts via car, BTS Skytrain, and river transport—making it ideal for both residential living and high-potential investment.
The project is scheduled for presales in the first quarter, with more details available at:
https://siri.ly/udQTu11
Sansiri will soon announce its overall strategic plans for 2026.
