Reinforcing Its Position as a “Luxury Wellness Developer” as Modern Luxury Evolves from Design to Better Living
As the definition of “Luxury Living” continues to evolve beyond location, materials and architectural aesthetics, the focus is increasingly shifting towards creating environments that support better living over the long term. Wellness is emerging as a defining element of modern residential development — and one that Proud Real Estate Public Company Limited (PROUD) has consistently placed at the heart of its brand philosophy.
PROUD has recently received four major honours at the PropertyGuru Thailand Property Awards 2026, spanning corporate, project and leadership categories. The recognition marks another significant milestone in the company’s journey to transform its philosophy of Luxury Wellness Living into tangible residential experiences, guided by its brand philosophy, “ALL IS WELL – For a Better, Sustainable Life.”
Ms. Proudputh Liptapanlop, Executive Director of Proud Real Estate Public Company Limited (PROUD), said the four awards reflect PROUD’s continued development direction, in which wellness is viewed not simply as a trend or a collection of facilities added to a project, but as a fundamental principle embedded from the outset of the development process.
This approach encompasses residential spaces, the surrounding environment, services and the everyday experiences of residents.
From Wellness Facilities to Wellness by Design
One of the key accolades is Best Luxury Wellness Developer, reinforcing PROUD’s positioning as a Luxury Wellness Developer committed to integrating well-being systematically throughout the development process.
Rather than defining wellness solely through fitness centres, spas or dedicated facilities, PROUD takes a broader approach that considers elements affecting sleep, movement, access to nature, air quality, opportunities for social interaction and long-term health-supporting services.
A key example is PROUD’s portfolio of high-rise residential developments, which have been certified or developed in accordance with Fitwel standards — a building and design standard focused on supporting the health and well-being of building occupants.
This reflects the company’s approach to making wellness something that can be systematically designed, measured and continuously improved.
“A Home for Every Life”: A New Definition of Well-being Living
The Best Luxury Well-being Housing Development award for VARUNN Chaengwattana–Ratchapruek highlights another dimension of PROUD’s approach to residential design, beginning with a simple question: “Who should a good home care for?”
Developed under the concepts “Sanctuary of Well-being” and “A Home for Every Life,” the project is designed to consider every member of the family, including pets and nature.
Residential spaces are connected with extensive green areas, while more than 10 rai of communal areas and gardens are distributed throughout the development.
The concept reflects the changing behaviour of today’s consumers, who increasingly view the home as a shared environment for living together — whether for multi-generational families, pet parents or individuals who place greater importance on mental well-being and daily access to nature.
At the same time, the project incorporates Sustainable Design principles, with the clubhouse being prepared to enter the LEED certification process, bringing the dimensions of wellness and sustainability together.
When Branded Residences Offer More Than a Name
The Best Luxury Wellness Condo Development award for The Residences at InterContinental Phuket Resort reflects PROUD’s efforts to take the concept of branded residences to another level.
Rather than relying solely on brand prestige or hotel-level service standards, the development integrates the InterContinental service experience with wellness-oriented living across the design, communal spaces and everyday residential experience.
The project has achieved Fitwel certification, making it the only branded residence in Phuket to receive this certification, and represents an example of how luxury hospitality can be integrated with residential wellness in a destination such as Phuket.
As Phuket continues to evolve beyond its traditional role as a tourism destination towards a lifestyle hub for long stays, second homes and global residents, the distinction increasingly lies not simply in having an international hotel brand next door, but in creating a seamless living experience that connects residence, wellness services and lifestyle within one integrated environment.
Rising Star: Building a Real Estate Brand Beyond Handover
Another significant accolade, the Rising Star award presented to Ms. Proudputh Liptapanlop, recognises her role in shaping PROUD’s brand direction and advancing the concept of wellness-focused real estate in Thailand.
One of the key initiatives under her leadership is the development of ROMM Convent as a model for Luxury Wellness Residences. The project was selected for inclusion in the 2026 Global Glimpse Directory, which showcases wellness real estate developments from around the world.
Her role has also included building partnerships with international brands and advancing projects in strategic destinations including Bangkok, Hua Hin and Phuket.
Ms. Proudputh said: “At Proud Real Estate, we are committed to making a home more than simply a residence, and more than a physical space. When thoughtfully designed and built with care, a home can become a place where people can truly live, support their well-being as they grow older, find a sense of healing, and preserve precious moments and memories throughout their lives.
“We recognise this responsibility deeply and remain committed to delivering living environments that promote well-being, so that every element of life reflects our promise: ‘ALL IS WELL – For a Better, Sustainable Life.’”
Luxury That Creates Value Today and Tomorrow
Mr. Pasu Liptapanlop, Executive Director of Proud Real Estate Public Company Limited (PROUD), said the company’s growth strategy places equal emphasis on Sustainable Growth and Long-term Value Creation.
“We believe that corporate growth must go hand in hand with creating long-term value for our projects and consumers. A good development should not only meet expectations at the point of sale or move-in, but should also preserve quality, the living experience and asset value well into the future.
“Bringing together Quality, Wellness, Service and Sustainability not only differentiates our brand, but also provides the foundation for creating long-term value for residents, assets and the sustainable growth of the organisation.”
PROUD’s achievements at the PropertyGuru Thailand Property Awards 2026 therefore represent another step in redefining luxury — moving beyond the idea of simply “having more” towards “living better.”
This direction forms part of PROUD’s continued journey under “ALL IS WELL – For a Better, Sustainable Life,” with a roadmap towards becoming a world-class Luxury Wellness Developer and elevating Thailand’s wellness real estate sector onto the international stage.
Discover the “ALL IS WELL” philosophy and explore PROUD’s portfolio of Luxury Wellness Living developments at www.proudrealestate.co.th
