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Alexandra Central Aerial View

A new retail and investment experience awaits you!! Information for the discerning investor – Alexandra Central (ex-SAFRA Bukit Merah). This Christmas, position yourself amongst the world of famous Hoteliers. Indulge in the lifestyle of the Rich & Famous; Invest in rare commodities once thought beyond the reach.

CEL-Alexandra Pte Ltd (“CELA”), a wholly-owned subsidiary of Chip Eng Seng Corporation Ltd (集永成机构有限公司 or “CES”), a leading construction and real estate group, appointed Park Hotel Group (“PHG”) to manage its first hotel property in Singapore, part of its mixed development project at the junction of Alexandra Road and Jalan Bukit Merah.

PHG is a Singapore-based hospitality group that manages, owns and develops Park branded hotels around the Asia-Pacific. Under the agreement, Park Hotel Group will provide the full spectrum of hotel management services, including consultancy on the design and construction of the new-build Alexandra Central.

For the very first time, highly exclusive Shoppes in the upcoming new unique Hotel-Mall (Alexandra Central) open for VVIP PREVIEW SOON!! Register your interest NOW!! Overwhelming response expected. Call Developer’s Sales Team @ 96322058 today for privileged information.

Project Specifications
Developer: CEL Development Total units: 116 Retail Shops
Location: Alexandra Rd / Jalan Bt Merah District: 3
Tenure/Status: 99years leasehold Estimated T.O.P.: June 2015
Payment Scheme: Normal Progressive Buyers Eligibility: Foreigners/PR/ Local

Alexandra Central  (ex-SAFRA Alexandra) will be a 19-storey mixed development comprising of a 13-storey 4-star hotel tower (450 rooms) perched atop a 6-storey podium, which will have more than 8,900 sqm of gross floor area. The 1st-3rd storey of podium comprise of strata-subdivided retail space & restaurants. On the 7th floor Podium roof will be the facilities deck. Near the top of the rectangular hotel tower, a cantilevered glass box slides out of the edge to add an elegant finesse to the minimalist slab structure. Meticulously and thoughtfully designed by award-winning DP Architects, the same talents behind the Singapore Flyer, Esplanade & Resorts World Sentosa.



Alexandra Central (ex-SAFRA Alexandra) being situated at the western part of Singapore,  is ideally located to serve business travellers to the many nearby business parks such as Biopolis, Fusionopolis, Singapore Science Park and the Mapletree Business City as well as medical tourists to Singapore General Hospital and National University Hospital and visiting foreign academics to National University of Singapore, Singapore Polytechnic and Ngee Ann Polytechnic. In addition, Alexandra Central  (ex-SAFRA Alexandra) also provides easy access to major tourist attractions like Orchard Road, Mount Faber, Vivo City and Sentosa.

Alexandra Central (ex-SAFRA Alexandra) Location

Alexandra Hotel site |

Construction will commence soon on the ex-SAFRA Alexandra land and the targeted opening of the Hotel will be the first half of 2015!!  A rare investment, shops in our Alexandra Central are highly sought after. Integrated with the hotel, the retail component is expected to create a vibrant retail dining and entertainment experience, serving not only hotel guests and visitors but also the community living nearby. It will comprise of a varied mixed of F&B establishments, speciality retail shops and a supermarket.

Artist impression of level 7 podium roof of Park Hotel @Alexandra |

Artist impression of level 7 podium roof of Hotel-Mall @Alexandra

Hurry!! Call us NOW to register your interest and don’t miss this once-in-a-lifetime opportunity!! For Alexandra Central‘s floor plans, pricing and viewing appointments, register with us (below) today!


Updated: 22 Jan 2013

Alexandra Central received overwhelming response of more than 1,000 cheques for the limited 116 units yesterday. Alexandra Central is fully sold out except the biggest shop of more than 667sqm and a restaurant on the second floor. Find out more here…

Average selling price was $6,200psf and the highest was $7,820psf. The 20 over smaller units saw each of them having more than 100 competing cheques. Many of the agents and buyers who got these smaller units were as overjoyed as striking the 4D.

The crowd was so overwhelming to a point where nobody could move an inch within the sardine packed sales gallery and the marketing agency, Huttons, had disperse the crowd by getting both buyers and agents out, all together.

Many investors and business owners are keenly interested in the hotel-mall development as it sits in a very prominent location at the junction of Alexandra Road and Jalan Bukit Merah and it is very rare to have a hotel-mall commercial space up for sale to retail investors.

Alexandra Central interior

For interest in getting a piece of this exciting upcoming hotel-mall development at Alexandra Central, sub-sale units of both shops and restaurants are available here. Do indicate your interest with us today for a better price!

By: SGRealist