46-storey building, but it has levels 68 and 88

HONG KONG: A Hong Kong developer which sold an apartment for a world-record price was yesterday condemned for selectively numbering the 46- storey building's floors to attract Chinese buyers.

Henderson Land Development sparked a debate over developers' ethical standards with its latest project, 39 Conduit Road, when it numbered the two highest levels of the building 68 and 88, lucky numbers for Chinese people.

The number 'eight' sounds like 'fortune' in Mandarin and Cantonese. Chinese people like the number '88' as it symbolises 'double fortune' and '68' as it sounds like 'continuing fortune'.

Mr Albert Ho, chairman of the Democratic Party, said the government would be encouraging unscrupulous property marketing practices if it did not intervene.

'The developer has crossed the line. This is a classic incident to show how powerful big developers are in Hong Kong,' he said, adding that he would meet officials today to discuss the issue.

Another legislator, Ms Miriam Lau, said it was important that buyers were not misled by developers' floor-numbering systems.

Last week, the supposed 68th floor of the luxury duplex - a combination of the 43rd and 44th floors, according to media reports - was sold for what Henderson said was a world record HK$88,000 (S$15,800) per sq ft.

That translated into a price tag of HK$439 million.

Henderson said it was hoping to charge HK$100,000 per sq ft for the 88th floor duplex - on the 45th and 46th floors - which has not yet been placed on the market.

'We are not the only developer using this marketing ploy. It is nothing special,' a spokesman said.

Many buildings in the city do not have a 14th floor because the number sounds like 'definitely dying' in Cantonese, while some are missing a fourth floor as the figure resembles 'death'.

Some blocks have no 13th floor as the number is considered unlucky in Western traditions.

Developers have been criticised for other marketing strategies, such as the use of 'Peak' - which refers to one of Hong Kong's most expensive residential areas - to name properties which are nowhere near there.


Source, Straits Times 21 Oct 2009