Avenue DVogue is one of a number new apartment developments in Section 13, Petaling Jaya, that is built on land formerly gazetted for industrial use. The status of these land parcels were changed from industrial use to commercial use in 2008 in order to stimulate PJs redevelopment so that its image has more bling. Section 13 is now a byword for property play, having since achieved unofficial hotspot status.
The developer of Avenue DVogue is Inspiration Group / Leadmont Group, which describes itself as a boutique operation. Its track record includes the neighbouring 350-unit Centrestage serviced apartments on Jalan Kemajuan managed by the Best Western hospitality group, several residential and commercial projects in Selayang, and one in Cheras.
The first owners of Avenue DVogue would have been able to move into their apartments in March 2016, when vacant possession was handed over by the developer, Word on the street is that owners were pleasantly surprised by the workmanship of their units upon handover.
Being a commercial development, Avenue DVogue is described as designer suites rather than a condominium. As with the developers neighbouring property, Centrestage, facilities are also managed by Best Western. The 360 apartment units are housed in a single 16-storey block and have a built-up area of 366 sq ft, 593 sq ft (both 1-bed 1-bath) and 872 sq ft (2-bed, 1-bath). They were launched with stiff prices of between RM413,000 and RM 777,860.
For investors, theres much to like about Avenue DVogues location of Section 13, which can be seen as a self-contained area bordered by Jalan Universiti, Jalan Semangat and Jalan Kemajuan. Unlike its alternative, Section 14, Section 13 presents more of a blank slate because it does not have existing residential landed properties and can be more thoroughly and, hopefully, creatively redeveloped. Contrast Avenue DVogue with Section 14s Menara Jaya, for example.
Simply put, Section 13 and Avenue DVogue will have the novelty and cool cachet to attract its target market of single working professionals, couples and short-term expats (who can get over the name). They will almost surely like Avenue DVogues trendy rooftop facilities, even if the flamboyant artist impression has lost some of its mojo in the translation to reality. However, investors hoping for a quick return will have to be patient. Given the high launch prices and economic climate, it might be some time before owners see significant capital appreciation.
Still, all the amenities are present to attract the lifestyle crowd. In the multitude of malls named Jaya, Jaya One, Jaya 33, there is plenty to eat, drink, shop and be entertained by. The large student body from the likes of Utar, KDU, Universiti Malaya will keep the demographic of the area youthful and dynamic, and you can grab a car to the Asia Jaya LRT Station to beat the traffic congestion.