When Subtlety Reigns Supreme
Roaring supercars upon unlocking, flashy handbags, or logo-laden outfits are no longer the top choices for the ultra-wealthy. Today, luxury items that emphasize quality, subtlety, and intrinsic value are replacing overt displays of opulence. This shift is known as “quiet luxury”—a silent yet pinnacle form of extravagance. According to InStyle, “quiet luxury” embodies a “minimalist elegance, timeless sustainability, and a focus on materials and craftsmanship over prominent branding.” Forbes echoes this sentiment, describing it as a transition from “external display” to “deep, private experiences,” where the affluent seek perfection without the need for ostentation, relying instead on the elite’s innate recognition of their status.
This trend extends beyond fashion and transportation into real estate. Corcoran Pacific Properties notes that discreet, minimalist residences harmonized with nature are now the preferred choice among the ultra-wealthy in the U.S. and Europe. They seek central yet tranquil locations with personalized amenities, prioritizing quality of life above all else.
The expansive green spaces of Sun Feliza Suites captivate the elite. Photo: Sun Property.
In Vietnam, where the growth rate of the wealthy and their assets is among the fastest globally, “quiet luxury” has become the preferred lifestyle choice for the elite. According to the Knight Frank Wealth Report, Vietnam is home to 19,500 millionaires, with projections of a 25% increase by 2025, ranking sixth in ASEAN for both millionaires and billionaires.
This presents an opportunity for developers to create high-end real estate projects in prime locations that offer privacy, tranquility, and subtle sophistication, catering to the ultra-wealthy’s evolving preferences.
Sun Feliza Suites – “Quiet Luxury” Amidst Urban Splendor
Sun Feliza Suites rendering. Photo: Sun Property.
In the increasingly scarce prime land of Hanoi’s inner city, Sun Feliza Suites stands at the heart of Cau Giay District, at the intersection of four major western arteries: Pham Hung, Xuan Thuy, Ho Tung Mau, and Pham Van Dong. This strategic location ensures seamless connectivity within the city and beyond, offering residents unparalleled convenience. On this prized land, Sun Group meticulously crafts every design detail and unique amenity.
Behind the luxurious exterior of its five towers, inspired by the “Five Blessings,” lies an oasis of tranquility sought by the ultra-wealthy. The project dedicates nearly 12,000 m² to Feliz Jardin—the Garden of Happiness, featuring six emotional experiences, akin to an urban green sanctuary. Here, residents enjoy fresh air, open spaces, and community connections, fostering intergenerational bonds. This is not just a standout feature but a testament to the developer’s human-centric design philosophy, where every element serves to rejuvenate and heal amidst the city’s vibrancy.
An Cu Hien—one of the six elements of the Garden of Happiness. Photo: Sun Property.
The project’s luxury is further exemplified by its 6-star design and construction. Residents are greeted by a grand lobby with a 14-meter-high ceiling, equivalent to four standard apartment floors. Each tower features high-speed elevators reaching 6 m/s. Subsequent experiences reveal tranquility in every design detail. Amidst the vibrant shophouses, private pathways seamlessly transition between urban bustle and Sun Feliza Suites’ serene interior, inspired by traditional materials from Red River villages and Hanoi’s ancient architecture.
In global metropolises like Singapore and Tokyo, “quiet luxury” manifests in “urban resorts,” where residents enjoy premium amenities with utmost privacy. Sun Group brings this ethos to Hanoi with Sun Feliza Suites, where each apartment is a mini-resort. Double Low-E glass ensures soundproofing, insulation, and light regulation, while aluminum louvers act as a subtle shield against heat radiation. Every detail is meticulously planned to balance vibrancy and serenity, creating a home that doubles as a private retreat.
Following the success of previous towers, Sun Group has launched Tower F3—the final addition to Sun Feliza Suites. This 45-story tower offers 392 premium apartments, inheriting the project’s full suite of amenities and elite community, while perfecting the new standard of living in Hanoi.
Sun Feliza Suites boasts world-class amenities. Photo: Sun Property
Adjacent to Tower F3 are a glass-roofed swimming pool, garden café, international-standard gym and spa, community lounge, and VIP lounge, all nestled in tranquility. These amenities cater to relaxation, health, and connection, offering a resort-like experience in the heart of the capital. These serene spaces provide invaluable respite in the fast-paced modern lifestyle.
“Beyond a global trend, ‘quiet luxury’ is gaining traction in Vietnam, poised to dominate the high-end real estate market. Sun Group’s Cau Giay apartments embody this new wave and have been well-received,” shared a representative from Sun Property (a Sun Group member).
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Sun Feliza Suites, a six-star oriented residential complex nestled in the heart of Cau Giay, offers an exclusive privilege for the ultra-wealthy. This luxurious haven boasts an expansive green space spanning tens of thousands of square meters in the bustling capital, complemented by an array of amenities seamlessly integrated into every step of the resident experience.
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