What modern luxury looks like in Bangkok, Phuket, and across Thailand

Wellness, privacy, and quiet sophistication are becoming as valuable as traditional markers of prestige

The concept of modern luxury in real estate is arguably becoming less about opulence and more about cultivating a lifestyle that balances elegance with comfort. These values are evident in the details: high-end finishes, distinctive design choices, and the seamless integration of smart technology.

Those considering a new home—whether in Bangkok, Phuket, or elsewhere—are still drawn to prestige and beauty. Many buyers, however, are increasingly looking past traditional symbols of grandeur in favor of wellness, privacy, and quiet sophistication. This shift in outlook can be seen in many of Thailand’s most exciting new developments, some of which were recognised at the PropertyGuru Thailand Property Awards 2025.

Exclusivity fulfills a deep desire for status, privacy, and singularity, and luxury brands know that. They have long mastered the art of making consumers feel like part of an elite circle, whether through limited access or exclusive ownership. In real estate, this principle of controlled exclusivity doesn’t just create desire but also elevates value.

Asset Five Group Public Company Limited understands this well. Their project, CINQ ROYAL The Eighteen Bangna KM.7 (Winner, Best Housing Development – Thailand), is a decidedly luxurious residence. Its “Majestic Residences” concept offers expansive spaces for just 18 families. Every detail signals elevated living, from the high-grade Euro-standard materials to carefully selected brands.

Even in a high-density area like Thonglor in Bangkok, exclusivity can still be achieved. One standout example is SCOPE Thonglor by SCOPE COMPANY LIMITED (Winner, Best Ultra Luxury Condo Interior Design – Bangkok), a development designed to be a well-kept secret—but not for long. Touted as Bangkok’s first all-penthouse ultra-luxury condominium, it consists of only 18 full-floor residences.

Of course, simply branding a property as exclusive doesn’t make it so. Scarcity must be paired with desirability to become truly aspirational. And in the case of SCOPE Thonglor, that aspiration is well-earned: expansive layouts, a refined blend of Scandinavian minimalism and Thai elegance, smart home tech, and high-end amenities.

In many areas of life, a lack of choice can feel limiting. That’s why the freedom to choose, especially in something as personal as a home, is its own kind of luxury. After all, not everyone dreams of a house lifted from the pages of a Victorian Gothic novel. But for those who do, having the option to make that vision real is a privilege in itself.

Some homebuyers may gravitate toward grand, classically inspired residences such as THE PALAZZO Pinklao – Borom by AP (Thailand) Public Company Limited (Winner, Best Luxury Lifestyle Housing Development – Bangkok). Inspired by European architectural heritage, the development features dramatic façades, with hip-and-gable rooflines that create a striking central form. For those who romanticise classical proportions and historic flourishes, this is the dream realised.

Others might seek sustainability and a vibrant, multi-generational community. Reignwood Park by Reignwood Group (Winner, Best Luxury Mega Township Development) is just that: a massive township surrounded by expansive green spaces, communal gardens, and wellness-focused infrastructure such as bike paths, a running track, and a full sport complex. Residents here don’t have to choose between modern comforts and environmental responsibility either, as the development features a wastewater management system and a solar power generator.

For those who value both privacy and city access, The Reserve Villas Sukhumvit 89/1 (Winner, Best Luxury Housing Architectural Design – Bangkok) by Pruksa Real Estate is a standout choice. Located just 400 metres from the heart of Sukhumvit Main Road, it offers a rare combination of urban connectivity and residential seclusion. The villas are surrounded by top international schools, world-class hospitals, luxury retail, and lifestyle amenities. In this case, the luxury lies in not having to choose between convenience and calm—you can have both.

Privacy has long been a cornerstone of luxury living, and few property types embody that better than the pool villa. The appeal lies in the experience it offers: personalised service, complete seclusion, and the freedom to enjoy your space entirely on your terms. Unlike even the most attentive luxury hotels, a pool villa offers the same five-star feel but without having to share it with anyone else.

In Thailand, pool villas aren’t limited to beach towns or weekend getaways. They’ve become a statement of luxury in both urban and suburban settings. One striking example is NANTAWAN POOL VILLA Rama 9 – New Krungthep Kreetha Road by developer Land and Houses (Winner, Best Ultra Luxury Housing Architectural Design – Bangkok). This development brings European-inspired architecture to life. It also offers easy access to surrounding parks and quiet roads, which reinforces the sense of retreat, even in the heart of the city.

On the Eastern Seaboard, D Space 3 by A35 Estate Corporation (Winner, Best Ultra Luxury Housing / Villa Development – Eastern Seaboard) offers a fresh take on the traditional pool villa. The architecture favours large open windows, seamless indoor-outdoor transitions, and framed views that pull nature in. The development overlooks Mabprachan Reservoir and sits adjacent to a serene public park, offering peaceful seclusion and easy accessibility.

While pool villas are fantastic for privacy, a condo development can deliver its own unique brand of enviable seclusion. Take AESTIQ Thonglor by REAL ASSET DEVELOPMENT CO. LTD (Winner, Best Luxury Lifestyle Condo Development – Bangkok), for example, where privacy is built into every detail. Each unit features a private lift, so residents never have to share their entryway. Add to that a sky infinity-edge pool with sweeping views of the Bangkok skyline, and you have a condominium where privacy and panoramic indulgence go hand in hand.

In Phuket, VIVE Phuket by Land and Houses Public Company Limited (Winner, Best Luxury Housing Architectural Design – Phuket) takes a distinct design approach to luxury and privacy. Inspired by the geometry of a diamond, the project’s angular, minimal-modern architecture is paired with layered security: double gates, underground wiring, and green buffers that create visual and physical separation between villas.

Such projects give residents room to breathe, recharge, and disappear into their own private world.

There’s a reason oceanfront homes are almost universally seen as highly desirable. The views alone are enough to elevate the everyday, but what truly sets it apart are the rhythm of the waves, the abundance of natural light, and the ever-present sense of escape.

Phuket, with its breathtaking coastline and lifestyle appeal, is home to some of the country’s most desirable ocean-facing residences.

That was the vision behind CANVAS Cherngtalay by SANSIRI PUBLIC COMPANY LIMITED (Winner, Best Luxury Condo Architectural Design and Best Luxury Condo Architectural Design – Phuket), a residential development that evokes the charm of a luxury cabana tucked away on a private beach. The buildings are arranged around a large, organically shaped pool that mirrors the curves of coral reefs. Hidden walkways, lush landscaping, and layered greenery create a living environment that feels like a permanent resort escape.

Then there’s Triya Panwa by The Element by Triya (Winner, Best Ultra Luxury Oceanview Villa Architectural Design – Phuket), a villa development that perfectly pairs dramatic architecture with its coastal setting. Inspired by the curves of Cape Panwa and the energy of the Andaman Sea, the homes feature sweeping double-volume living areas, rooftop mini-golf spaces, and expansive infinity pools.