We are pioneering the field of being a specialist developer for the highest, international quality residences with an unusual business model and a non-traditional corporate structure that have been designed to enable us to raise the standards of residential development even higher in Thailand. The consumer has changed. This new class of consumer no longer views luxury to be about the lavish use of expensive materials. They view luxury to be the ‘quality of thought’ that goes into excellence of design and the appropriate use of premium materials. For them, luxury is not ‘gold taps, and gold door handles’. They look for great design, clean and open simplicity, functionality, good taste, and searingly close attention to details. That’s why SCOPE has ramped up the spending on design fees to be around double the amount that would traditionally be allocated as a percentage of project costs. “We are also breaking the norm in terms of how we design our buildings,” Mr. Chaipromprasith , CEO.