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Revealing the tactics prestige brands use to keep buyers coming back for more

From the Spring 2024 issue of Kanebridge Quarterly magazine. Order your copy here. 

In the world of luxury fashion, few items evoke as much desire and exclusivity as the Hermès Birkin bag.

Conceived 40 years ago, as legend has it, after a chance meeting between actress Jane Birkin and then Hermès chairman Jean-Louis Dumas on a flight from Paris to London, the coveted rectangular hold-all now has a folklore all of its own.

From rumoured ‘pre-spend’ requirements to stories of eager customers wooing Hermès sales assistants with freshly baked cookies just to get on the waitlist, Birkin lore persists because it can be tough to fact-check anything about the bag, its pricing or the brand’s distribution and sales practices. Hermès is notoriously tight-lipped and didn’t respond to requests for comment for this article.

Hermes is rumoured to encourage ‘pre spend’ purchases before buyers can access more exclusive products. Image: Shutterstock

But this phenomenon is no accident; it’s the perfect example of a meticulously crafted strategy employed by luxury brands to create a sense of urgency and prestige around their products.

“Storytelling, a strong brand narrative and engaging customers emotionally is so important in the luxury retail space,” says Dr Edwina Luck, senior lecturer in advertising, marketing and PR at the Queensland University of Technology.

“Then this is backed up with strategies such as creating scarcity around a particular product or line, which is exactly what Hermès do with the Birkin, to further create that very real sense of exclusivity that drives the luxury sector.”

Dr Edwina Luck says clever marketing has made luxury brands appear more exclusive than ever. Image credit: Sonja de Sterke

According to global research firm IBISWorld, Australia’s luxury retail industry has grown 6.9 percent on average per year between 2018 and 2023 and is now worth more than $6.2 billion.

This is despite a trend during the pandemic for some brands such as Tiffany & Co. and Burberry to reposition parts of their business as ‘masstige’, meaning the perception of exclusivity in relatively affordable goods.

It’s a shift that has been exacerbated by the popularity of social media and overt influencer and celebrity endorsements driving such brands to a younger audience than has traditionally been associated with luxury retail.

“What all of that has done is actually make those ultra-luxury brands such as Hermès and Cartier even more exclusive,” says Dr Luck. “So, the gap is widening and as far as luxury brands and consumers are concerned, the more exclusive the better.”

Exclusivity has long been a cornerstone of luxury branding, creating a unique allure that sets high-end products apart from the mass market.

Limited production runs, personalised shopping experiences, and even the physical design of stores (think closed front doors and roped-off entrances) all contribute to the perception that these products are not just items, but experiences worth striving for.

Pre-spending — the concept that a consumer needs to build a “purchasing profile” that justifies their right to buy a certain product — is another tactic that brands use to build a deeper relationship between the consumer and the brand, creating a tiered connection that fosters loyalty and aspiration.

This initial investment, such as a scarf or a wallet, can serve as a gateway to the brand’s more exclusive offerings, such as particular product lines, limited-edition collections or bespoke fashion pieces.

“These strategies turn shopping into an event,” says Kelly Brown, co-founder of retail strategy agency, The Working Party.

“The anticipation, the thrill of securing a limited edition, the urgency of pre-spending — all these enhance the consumer experience.

“Luxury shoppers aren’t just buying a product, they’re buying a story, an experience, and a sense of belonging to an exclusive club. It’s about making them feel special and valued, which is exactly what consumers expect from luxury brands.”

Kelly Brown says Luxury buyers are purchasing more than a product.

The concept of scarcity isn’t new for high-end brands either. Enzo Ferrari, the father of the Italian luxury sports car manufacturer famously said, “Ferrari will always deliver one car less than the market demands”.

“Ferrari highlights a fundamental principle in luxury branding: the deliberate creation of scarcity,” says Jon Michail, CEO of corporate and personal brand image advisory Image Group International.

“This technique is not just about limiting supply but about crafting a positioning and image of exclusivity and unattainability that even Lamborghini could not beat.

“Scarcity creates urgency and elevates perceived “psychological” status, crucial elements for luxury brands. This perception is vital as it differentiates luxury brands from mass and mid-market options, reinforcing their unique value proposition and maintaining their premium and/or ultra-premium positioning.”

So, what’s next in the luxury sector? Experts predict luxury brands are likely to explore new and creative ways to further enhance their exclusivity and appeal.

“I see luxury brands are set to adopt more personalised and experiential techniques to enhance exclusivity and desirability,” says Brown. “A sophisticated online presence is now essential, but we’ll see luxury brands take more control over their sales channels, particularly online, by reducing distribution through online multi-brand retailers.

“This shift allows them to own the customer relationship which reinforces exclusivity and brand loyalty.”

As for the five-figure Birkin, retail insiders say only customers with an extensive purchase history with the French brand are offered the opportunity to buy one directly from a Hermès boutique.

However, pre-loved bags can often be found through online reselling websites such as priveporter.com (at the time of writing the lowest price Birkin available on priveporter.com was $AUD36,056).

According to Vogue, Hermès “boutiques have their own style offering, with infrequent deliveries and little notice as to which colourways or finishes will be available to purchase at any given moment. For this reason, customers who want a brand new bag should enquire in store and seek advice from Hermès sales experts”.

Even then, they can be hard to pin down, with Birkin bags, and the equally popular Kelly bag, subject to stringent quota systems worldwide.

Good luck.

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The Trick to Bragging in a Job Interview

It is a classic problem for entrepreneurs, job seekers and, well, anyone: If you brag about your accomplishments, you seem more competent—but less likeable.

The solution? Add a dash of playfulness when discussing your talents.

A team of researchers have found that “humourbragging”—referring to your accomplishments through a veil of humour—allows people to play up their skills without coming across as smug or conceited. And that makes them more likely to get hired or get their pitch accepted.

“The self-enhancing humour helps them be seen as confident without sacrificing likability,” says Jieun Pai , an assistant professor at Imperial College London who led the research .

Laughs get results

The researchers used a series of studies to test the impact of what they called humourbragging. In one instance, they sent out two résumés to 345 companies—but one version of the résumé added a dash of self-promotional humour instead of being purely serious: “The more coffee you can provide, the more output I will produce.” The résumés with the joke got an email or a callback by 156 companies, versus 125 for the others.

Another study got similar results when looking at humorous bragging on the first four seasons of “Shark Tank”—people who used humour to highlight their accomplishments were more likely to get funding than others.

In another case, the researchers found that study participants were more likely to hire a pastry chef who used some levity in selling themselves. One candidate described making a soccer-themed cake for a boy’s fifth-birthday party and capped off the story by saying they got the biggest tip the bakery has ever seen. The baker who was the hiring favourite told the same story, including the part about the tip, but ended up by saying, “I am just glad that I only had to make the soccer ball, not actually kick one.”

Pick your jokes wisely

People need to be cautious, though, when using humour to sell themselves, Pai says. Self-deprecating humour without any bragging at all, or humour intended to belittle others in any form, doesn’t have the same positive impact that humorous bragging does, according to the research. “We sometimes use self-deprecating humour, but that backfires and downplays your achievements,” she says. “It doesn’t help you be seen as more competent.”

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Elon Musk Plays a Familiar Song: Robot Cars Are Coming

Elon Musk , dressed in a leather jacket in front of adoring fans, looked like an ageing rock star on stage playing one of his greatest hits.

Robot cars are coming. 

Those fans at Thursday’s event swooned as they always have as he pushed out timelines for delivering robot cars and showed what those vehicles could look like. But outside the Hollywood-area venue, it wasn’t exactly clear that everyone believed his vision for the future is as near as he says.

Tesla stock fell almost 9% Friday amid investors frustrated with the continued lack of details for how the company is going to make the very complicated transition from maker of cars to maker of robots.

In essence, Thursday night’s much-hyped product reveal became something of a Rorschach test: Supporters, who point to everything Musk has accomplished with electric cars and other industries, heard a glorious future with driverless cars and humanoid robots. Critics—mindful of previous missed goals and maybe peeved by his contentious politics —saw more smoke and mirrors.

“Let’s not get nuanced here,” the chief executive told the crowd as they peppered Musk with questions, a reminder that even among the faithful, time is ticking for him to play some new notes. And to deliver a big hit.

What he did show was cool. A two-seat car with doors that swung upward to open, inspired, in part, by the sci-fi movie “Demolition Man.”

Though as Musk talked about the vehicle, it wasn’t clear he had settled on a formal name. On stage, he called it the “Cybercab,” while the company released details on its website calling it the “Robotaxi.”

Whatever the name, the straight lines of the small car resembled what might be the offspring of the Cybertruck , the pickup the company brought out last year after some delays, and the new Roadster that was first revealed in 2017 and has yet to come to market. Those delays are examples of “ Elon Standard Time ,” or his practice of setting a target only to miss it.

Robot cars are coming. 

The Cybercab/Robotaxi reveal also included what Musk says will be Tesla’s autonomous van, an art deco-inspired vehicle that resembled a giant toaster with an interior meant to feel like a spaceship and enough room for 20 passengers.

Like the small car, the van lacked a steering wheel—the sort of doodads currently required under regulations, though exceptions can be granted. The car could begin production “probably” in 2026, Musk said. He didn’t even suggest when the van might come.

The nearest timeline was deploying fully self-driving cars, through the company’s current offerings, next year in Texas and California.

Musk has been predicting driverless cars being just around the corner for several years, including in 2016 when he said Tesla would demonstrate a car driving itself from Los Angeles to New York City in 2017. That didn’t happen.

In 2019, he said he expected his robot taxis would arrive in 2020 . That didn’t happen.

But Tesla has pushed the envelope with its driver-assist system that is essentially a glorified cruise control—adjusting speed, keeping within a lane and other manoeuvres—but can’t technically drive the car itself. Tesla says the person behind the wheel is responsible for everything, though some drivers grow overconfident in its true abilities and act like the car is autonomous.

Musk likes to talk about how Tesla vehicles are collecting valuable real-world data that is used to train its AI systems.

After building Tesla into the world’s leading electric-car company, Musk in recent years has tried to position its future on robotics, saying it is focused on solving self-driving technology. “That’s really the difference between Tesla being worth a lot of money and being worth basically zero,” Musk said in 2022.

Despite that rhetoric, Tesla is behind in deploying cars on roadways without drivers. Alphabet ’s Waymo has deployed fully autonomous vehicles in places such as San Francisco, where paying customers can take its vehicles around the city without anyone sitting behind the wheel.

On Thursday night, Tesla demonstrated 50 vehicles, including the new two-seater, driving autonomously on private property of the Warner Bros. studios where Musk held his party for investors and supporters.

Detractors were quick to pounce.

“After over 10 years of Full Self-Driving development, Tesla is limited to a 20-30 acre geofenced 5mph 1950s Disneyland ride on a preprogrammed, premapped and heavily rehearsed route with no traffic and no pedestrians,” Dan O’Dowd , a critic of Tesla and founder of a rival software company, said in a statement. “Tesla robotaxi is nothing more than the latest work of fiction to come out of the Warner Bros. Studio.”

But Thursday night wasn’t about impressing the O’Dowds of the world. And maybe not even those watching on the livestreams through Musk’s social-media platform X—which counted more than 9 million views by Friday evening.

The real target were the hundreds of attendees at the event who spent the evening riding around in the cars and posting fawning videos of their experiences on social media, in turn, helping the event go even more viral and generating even more attention for the idea that Tesla is paving the way for a robot future.

Robot cars are coming. 

Not only did party attendees enjoy rides, but they were entertained by the latest versions of Tesla’s humanoid robots Optimus, which Musk has said could one day add $25 trillion to the company’s market value.

Former Tesla board member Steve Jurvetson posted a video of himself playing rock, paper, scissors with one of the robots. “Optimus just beat me in rock paper scissors!” he tweeted .

Others shared videos of robots pouring drinks and dancing.

“The markets won’t get what happened last night at @tesla ,” Robert Scoble, a blogger and former Microsoft tech evangelist, posted on X. “I couldn’t be more impressed. @elonmusk laid out a bunch for next decade. I have been to a lot of product launches and never have been to one like this.”

Some even compared the evening to when the late Steve Jobs unveiled Apple ’s first iPhone, marking the beginning of a new technology era. It was an idea that Musk was quick to endorse.

“Yes, this marks a fork in the road,” he tweeted afterward.

Robot cars are coming.

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‘Breathtakingly Fast’ McLaren W1, a $2.1 Million Hybrid, Sets a High Bar for Supercars

Every street McLaren since the F1 in the 1990s has been, of course, a supercar. But now the British company is hitting a new and higher mark with its W1, which has a 1,258-horsepower hybrid drivetrain—producing the most powerful McLaren to date. It’s a successor to both the F1 and the P1, and was revealed on Sunday.

Auto makers worried about the ups and downs of the battery electric car market are hedging their bets with hybrids and their plug-in variant. McLaren is no different. It has electric range, but only 1.6 miles.— he W1 will be priced at US$2.1 million, and only 399 will be sold globally. Unsurprisingly, all of them have already been allocated to customers.

Many familiar McLaren build traditions are in place, including rear-wheel drive, lightweight carbon-fibre unit construction and uplifting gullwing-type doors hinged only at the roof. The company says the W1 doors are of “anhedral” design and optimised for aerodynamics. The doors also “allow optimisation of airflow from the front wheel arches into the high-temperature radiators, providing extra cooling space that allows the size of the radiators required to cool the powertrain to be reduced, optimising packaging and saving weight.”

The interior carries over the two-tone colour scheme.
McLaren

This is a breathtakingly fast car. The all-new twin-turbo, four-litre aluminium V8 engine produces 916 horsepower, and the company’s electric motor module (coupled to a 1.38-kilowatt-hour battery) adds another 342, yielding the aforementioned 1,258 horsepower and 988 pound-feet of torque. The car revs to 9,200 rpm before hitting redline, and power flows through an eight-speed transmission with electronic reverse and a technically innovative hydraulic electronic differential. In a car weighing only 3,084 pounds, this produces zero to 60 miles per hour in 2.7 seconds, zero to 124 in 5.8 seconds, and attainment of 186 mph in less than 12.7. The top speed is electronically limited to 217 mph.

The W1 is slower off the line than a US$89,990 Tesla Model S Plaid edition (1.99 seconds to 60, the company claims), but off-the-line acceleration is a big advantage of electric cars. The McLaren’s power plant is, without doubt, impressive. About that engine, Richard Jackson, chief powertrain engineer, said in a news release, “We’ve designed it to be much more power-dense than our previous V8—generating 230 horsepower per litre and capable of revving higher…with supreme driver engagement.”

The driver will have the option of choosing Race mode, which stiffens the suspension (via Race or the more bone-jarring Race+ setting) and extends downforce wings at the front and rear. The motorised wings aren’t there because they look cool—they’re capable of putting 772 pounds of downforce on the road at the front and 1,433 pounds at the back. Racing cars have to stop, so the car gets six-piston brakes up front and four-piston units in the rear. From that 124 mph, the W1 can be at a standstill in 95 feet.

The side view-in road, not race, mode-reveals the slippery shape.
McLaren

The W1 will spend a lot of its time among civilians on the road, and there’s the choice of a Comfort setting that smooths out the ride for unstressed cruising around town. Comfort uses the hybrid system only for occasional torque applications. Sport is the interim choice, with full hybrid availability and faster throttle response.

Photographs of the W1 show an exceptionally aerodynamic two-door supercar, shaped by the preferences of the wind, in a gold-and-black two-tone color scheme, with that pattern carried over into the seating. The bottom cushions are gold but the black gradually intrudes in what might be called a Jackson Pollock thrown-paint effect. The mid-mounted engine, just behind the driver, is part of the design.

The side view-in road, not race, mode-reveals the slippery shape.
McLaren

In keeping with the trend toward owner customisation, McLaren says there are “virtually unlimited bespoke options” for the W1, including a new lightweight knitted-to-fit interior material called InnoKnit. The company claims that visibility is “best in class,” which is good if it means the driver can actually see what’s happening behind the supercar—a notorious issue. The driving position is said to be fairly reclined, with plenty of thigh support—useful when these cars corner at high speeds. The aluminium pedals are adjustable.

Start/stop buttons, the gear selector, window controls, and Race-mode switch are all mounted overhead the driver, with the Boost button on the steering wheel. The 8-inch centre screen offers USB-A and -C, as well as Apple CarPlay. Supercars aren’t known for storage space, but the W1 has small stowage and a sliding cup holder between driver and passenger. Weekend bags (or crash helmets) can be stashed behind the seats if the headrests are moved aside.

The W1’s fuel economy will undoubtedly be helped by its hybrid drive, but an actual figure has yet to be announced. It wasn’t a make-or-break figure for customers in this league.

Even aficionados of the marque who already own a McLaren Senna will want a W1, because it has 102 horsepower more. Keep in mind that 102 horsepower was considered perfectly adequate for British sports cars of the 1950s. In that same era, racers would drive to the track, compete, and then drive home again. The W1 appears ready to bring back that era.

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Formidable Scottish Castle With Turrets, a Pub and a Helipad Asks £8 Million

An imposing Scottish castle that has only had four owners in its more than 200-year existence has hit the market asking for offers above £8 million (US$10.45 million).

Seton Hall, as it’s known, was built in 1789 by architect Robert Adam using stone from Seton Palace, the since-demolished property that was considered to be Mary Queen of Scots’s preferred retreat, according to Savills, which brought the home to the market last month.

“Seton is an absolutely magical castle—from the moment you approach, to the inner courtyard, to the quality of interior design,” said listing agent Jessica Gwyn.

The castle—roughly 10 miles from Edinburgh—remained in the same family from the late 18th century until 2003, which “served to freeze Seton in a protective time warp,” according to the listing.

Castellated features such as slit windows and turrets can be seen from the outside, and inside “secret staircases, curved doors, curved walls, arched windows and hidden doors add to the charming sophistication of the architecture and design,” the listing said.

But the castle has since been refurbished to meet modern standards, and now also boasts a helipad, a full security system, a gym, a playroom, a silk-lined dining room and a billiards room.

The restoration project saw a team of expert stonemasons rebuild the castle’s many chimneys, turrets and rooftop parapets. Plus, ironwork was restored, the dumbwaiter reinstated and the 10,000-bottle wine cellar was brought back to life, Savills said.

Alongside the seven-bedroom home that forms the core of the castle, there are additional residences across the property, including Darnley Cottage and Bothwell Cottage—named after Mary Queen of Scots’s husbands.

The castle’s stables have been refurbished, too, and are adjacent to the “Stable Bar,” the castle’s private pub.

The owner—who Mansion Global couldn’t identify—“feels their time as custodian of this outstanding building has come to a natural conclusion and it is time for this historic home to be loved and cared for by someone else,” Gwyn said.

This article first appeared on Mansion Global

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The Anti-Status Watch: Why Men in Finance Love Cheap, Cheesy Watches

How do you tell the time? Neal W. McDonough, the COO of a finance and policy startup in Ho-Ho-Kus, N.J., looks to Charlie Brown, the loveable, miserable “Peanuts” protagonist. An illustration of the character occupies the exec’s watch dial, Brown’s stout arms acting as the minute and hour hands.

McDonough, 55, bought the kooky Timex for a Valentine’s Day trip about five years ago, along with a matching model depicting Lucy van Pelt (Brown’s frenemy) for his then-girlfriend. To his surprise, he kept wearing the $150-ish ticker after the trip. “It’s now my business watch,” he said, adding that such a non luxury model can telegraph that he’s under no obligation to be flashy. “I have nothing to prove to anyone,” he said. “And the fun thing is, a lot of people notice [my watch].”

Though finance guys famously flaunt Rolexes or Patek Philippes on their wrists, an established subspecies of money men goes the other way entirely. In place of a sleek steel case and elegant ceramic dial? Mickey Mouse. SpongeBob SquarePants. Fanta-orange rubber straps.

Over the years, highfliers have made headlines for sporting Swatches. (See: Blackstone Group CEO Stephen A. Schwarzman or former Goldman Sachs CEO Lloyd Blankfein .) That “wealthy guy, cheap watch” ethos continues to resonate in boardrooms and on trading floors, with men of all seniority levels embracing plasticky, offbeat designs, from superhero models to calculator Casios. Many resemble something you might win in a claw machine. Priced from $30 to a few hundred bucks, they’re a bit of fun and a different sort of flex, conveying an “I don’t need a Rolex” bravado that comes from having made it. Call them anti-status watches.

Patrick Lyons, the managing partner of a family office in New York, rotates two contrasting watches: a 1988 Santos de Cartier and a Nickelodeon “SpongeBob SquarePants” model with a tangerine strap.

The Cartier, a family heirloom, is a slice of French sophistication; the Nickelodeon dial features a giant image of a pink starfish named Patrick Star who lives under a rock. Lyons, 35, likes that the second watch is idiosyncratic—and that its starfish shares his name. “I wear that more often than my Cartier,” he said, adding that he hopes to pass down both models to future offspring.

Leroy Dikito, 42, an executive director at JPMorgan Chase in New York, chose his $450 “Avengers” watch from Citizen because it reminds him of his father, who loved comic books. Though its stainless-steel strap reads urbane enough, its cheerfully garish dial slices together images of the Hulk, Iron Man, Captain America and other superheroes. Working in finance, you need to be “serious all the time,” so a fun watch brings welcome levity, said Dikito. “People need to know there is more than the big job and the title.”

Since a suit can only inject so much color, a watch offers that rare opportunity to “show off your personality,” said Eli Tenenbaum, 36, the director of corporate development for a New York private-equity firm. Plus, he noted, “If you wear a fancy watch, chances are someone else may be wearing the same one.” Tenenbaum runs little risk of twinning with a colleague when he straps on his Mickey Mouse or Snoopy Swatches, worn with premium Brioni or Zegna suits.

Evan Vladem, 37, considers his Casio calculator watch a neat “ice breaker” when schmoozing, a professional obligation for the partner at a financial advisory in Fort Lauderdale, Fla. “It came in handy to break up awkward moments,” he said of the black, $30-ish design, a Casio classic. At a dinner with an insurance partner a few years ago, he recalls, the conversation petered out after an exchange about a client’s situation, which involved some financial arithmetic. “I pulled out my wrist and said, with a smile, ‘Well, I’m happy I have my trusty calculator watch to help me here,’” said Vladem. “We both laughed. [It] kicked off another conversation.”

Even men who have invested heavily in high-end horology seem to be falling for cheap, kitschy designs. Scott Jay Kaplan, 44, a film producer and financier for Brooklyn company CoverStory, owns pricey models from Rolex and Audemars Piguet. But for daily wear he’s currently favouring a super-chunky $25 watch he bought in Argentina this past winter, a model similar to a G-Shock but by an unfamiliar brand. He says he has received a lot of compliments on it, and it has held up surprisingly well. “I bought it because it looked silly,” he said. “Not for clout.”

McDonough, the Charlie Brown fan, urges anyone considering a novelty ticker to follow just one rule: Don’t splurge. “I think the whole idea of luxury watch brands coming out with ‘kitsch’ watches is…a little bit absurd,” he said. “So anything over, say, $500 would be out.”

Prop styling by Marina Bevilacqua

The Wall Street Journal is not compensated by retailers listed in its articles as outlets for products. Listed retailers frequently are not the sole retail outlets.

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China Will Lift Ban on Australian Rock Lobsters, Australia PM Says

SYDNEY—China will lift a ban on Australian rock lobster imports by the end of the year, Australia’s prime minister said Thursday, as ties between the two major trading partners continue to stabilise.

The announcement, following months of speculation, comes after China previously lifted trade barriers on various other Australian goods including barley, wine and beef. Beijing imposed the restrictions in the aftermath of the Covid-19 pandemic, during a diplomatic spat with Australia’s previous government.

Many of Australia’s live lobsters were sent to China prior to the ban, which sent prices spiralling downward.

“With our patient, calibrated and deliberate approach, we’ve restored Australian trade with our largest export market,” Australian Prime Minster Anthony Albanese said Thursday after meeting with Chinese Premier Li Qiang alongside an Asean summit in Laos. “We’ve worked for the removal of trade impediments one by one.”

Albanese said the lifting of the ban would support Australian jobs, and noted the ban will be lifted in time for Lunar New Year in early 2025.

China is Australia’s largest trading partner, but Australia’s growing security ties with the U.S. has added complexity to its relationship with Beijing. Ahead of the meeting with Li, Albanese said his message would be that “we’ll cooperate where we can, we’ll disagree where we must.”

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Property of the Week: 13 Prince Albert St, Mosman

Prince Albert House is a stately Federation manor showcasing just how Mosman’s grand architectural past can be expertly coupled with a contemporary renovation.

Surrounded by some of Mosman’s greatest estates, the regal residence once known as Candida underwent a rebranding and a significant renovation several years ago before it last changed hands in 2016 for $10 million.

Today’s vendors, publican Matthew Fallon and his partner Tamara Martin, have engaged Michael Coombs and Tia Naris of Atlas Lower North Shore to market the property with the auction guide sitting at $15.75 million.

Only the fourth owner in the property’s 117-year history, Fallon is one of three brothers behind The Buena in Mosman. Matthew, Luke, and Tim Fallon bought the Middle Head Rd watering hole Buena Vista Hotel in 2015 for more than $13m before renaming it.

Sitting on 1254sq m of estate-like grounds on Prince Albert St, one of Mosman’s most sought-after streets, this stately house is a blend of old-world charm meets modern luxury, coupled with enviable views of the iconic Harbour Bridge and water.

The period property’s transformation was initiated by the previous owner, recruitment boss Jeromine Alpe, who enlisted Giles Tribe Architects for the bulk of the renovations. Fallon and Martin added their own personal touches later on.

“This is a really beautiful house with lots of space. So many Federation homes have pokey rooms and a difficult layout but this one has been really opened up to be a historic home with a very modern floor plan,” said Coombs.

Inside, Prince Albert House has a host of charming historic detail paying homage to its Federation roots including high ornate ceilings, intricate leadlight windows, and grand marble fireplaces. The 21st Century additions like the Calacatta marble kitchen with custom butler’s pantry and seamless connections to the great outdoors are also perfectly suited to today’s must-have Sydney lifestyle.

The large layout features formal living and dining rooms with bay windows, casual family zones and big bedrooms with built-ins. In the primary bedroom suite, separated from the rest of the house on the first floor, there is a walk-through wardrobe to a deluxe bath ensuite as well as two balconies, a sitting area and an adjoining home office. Two more bedrooms also feature ensuites.

Resort style amenities of the Mosman property include a swimming pool surrounded by manicured gardens, sandstone feature walls, a gym with a sauna and ensuite, plus a large wine cellar.

Close to a long list of lifestyle locations, the house is near family-friendly harbour beaches, Taronga Zoo, Mosman’s shopping precinct, coveted schools and city ferries.

Prince Albert House at 13 Prince Albert St, Mosman is currently listed with Michael Coombs of Atlas and is scheduled to go to auction on November 2.

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In Mexico, a Moody Mountain Home With Major Altitude

Lorena Ramos and Carlos Moss live and work about 7,500 feet above sea level in the high-plateau megalopolis of Mexico City. But when it came time to commission a vacation home, they took it up a notch, altitude-wise. They built a home about 2,000 feet higher in an area known as the Corridor de la Montaña, or Mountain Corridor, in the state of Hidalgo.

Ramos, a 35-year-old sales director, and Moss, a 38-year-old executive in the construction industry, bought their steep 1/3-acre lot in 2021 for about $73,000. Then they spent roughly $475,000 to build and furnish a new house, working with Mexico City architect Rodrigo Saavedra Pérez-Salas. His design, using a cantilever, suspends the two-storey structure off the side of a densely wooded slope. From the inside, it can feel like a vast, floating treehouse.

undefined They named the property after their boxer, Oruç, now 11, and initially planned to use the home to entertain friends on weekends and holidays, outfitting the lower level with a funky bar. The three bedrooms—some equipped with bunk beds—and three bathrooms can accommodate up to eight people.

But this summer, less than a year after finishing construction, they had their son, Nicolás. That means they have to make some changes to babyproof the house. “We will have to do something,” says Ramos.

The vacation home is part of the first wave of development on the site of what was once a sprawling private estate. The property sits in Mexico’s Sierra de Pachuca mountain range, part of the vast Sierra Madre Oriental that runs along the east of the country. Their area is marked by atmospheric mists and a lengthy rainy season.

For Saavedra, the architect, the hard choice wasn’t where to place the house—a clearing in the woods, in the middle of the lot, was just about the only spot—but how to access the house once it was built. The most direct route would have meant seeing a house sticking out of the woods, says the 35-year-old founder and principal of Saavedra Arquitectos. Instead, he devised what he calls “a narrative” that leads visitors over a bridge, then down and around a series of winding stairs and through a masonry door that acts as a kind of ceremonial portal to the house. When visitors first arrive on the lot, all they see is tree. As they descend and approach the house itself, they are given a tour of the exterior of the building, while glimpsing the evocative mountain terrain beyond and below.

The couple chose moody interiors to play off local conditions, with lots of exposed steel beams, steel-tinted concrete, dark wood and glass walls that let tree-filtered light stream in. A spare open stairwell and thin inner and outer railings add to the minimalist flare.

All this added atmosphere came at a cost. The couple spent about $94,000 on steel, which includes the bridge and the costly cantilever.

Intent on a sustainable home, they managed to reuse what another homeowner might regard as outright waste. They have stored firewood for the great room in leftover steel girders, fashioned into a Brutalist rack, and they used leftover wood from their board-formed concrete molds as paneling in the primary bedroom. Most recently, they have installed a rainwater collection system, with a cistern placed uphill from the house, and they now use the bounty for everything from washing to drinking.

Though Casa Oruç is surrounded by trees, Saavedra managed to build the whole 2,400-square-foot house by only cutting down a handful. This ship-in-a-bottle effect is apparent in an upstairs deck, which incorporates two oyamel firs, a species native to the mountains of central and southern Mexico. Downstairs, the bar area is built around one of the firs, set off by a glass enclosure.

The open-plan kitchen, which Ramos helped design, was a splurge of about $34,000. The couple spent about the same amount on the glass doors and windows—a cost most apparent in the primary bedroom, which has glazing on three sides.

Being nearly 9,500 feet above sea level means the couple can do without air conditioning, and even though it rarely gets below freezing, heating is a must for much of the year. They spent around $15,660 on an electrical heating system, which, depending on where they are in the house, radiates from either the floor or the ceiling. They also spent some $10,500 on two fireplaces—gas-burning for the bedroom, and wood-burning for the great room’s main sitting area. They use them for heat and for added coziness, says Moss.

The couple have kept their lot as wild as possible, putting their landscaping budget at less than $1,000. And they can tour the area’s rough and wild terrain starting right on their property, which contains a few dramatic rock formations. Though their home is nearly as far above sea level as the taller peaks of Montana’s Glacier National Park, the spot is more bucolic than dramatic. The house is high up, concedes Moss, “but not ridiculously high,” invoking a category that for him starts at about 16,000 feet.

Now, looking ahead to the end of the year, when Nicolás will start to crawl, they are set to invest around $3,000 to babyproof. This will include installing tempered glass to close off the bare-bones railings of their main terrace, located off the upper floor’s great room, and protecting the exposed inside stairwell connecting the great room above with the bar area below.

When the baby came, they hadn’t yet decided on blinds or curtains in the primary bedroom, which turned out to be a benefit. “We get to see all the different shades of light—when it’s getting dark, then when the sun comes up,” says Ramos, who appreciates these subtle changes throughout the day. Perhaps her baby does, too. “I always give Nicolás his first feed while in bed, and he loves staring outside,” she says.

Many new arrivals to this altitude might be gasping, but little Nicolás is doing just fine. He likes to “contemplate the view of the sky and tree tops from our laps,” says his mother.

Foundation and framing:

$169,725 (including masonry)

Steel (including cantilever):

$94,000

Kitchen:

$34,000

Bathrooms:

$18,500

Landscaping:

$780

Fireplaces:

$10,450

Electrical work:

$27,260

Floors (including outdoor decks):

$25,000

Glazing (glass doors and windows):

$34,000

Lighting:

$3,100

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A Godfather of AI Just Won a Nobel. He Has Been Warning the Machines Could Take Over the World.

The newly minted Nobel laureate Geoffrey Hinton has a message about the artificial-intelligence systems he helped create: get more serious about safety or they could endanger humanity.

“I think we’re at a kind of bifurcation point in history where, in the next few years, we need to figure out if there’s a way to deal with that threat,” Hinton said in an interview Tuesday with a Nobel Prize official that mixed pride in his life’s work with warnings about the growing danger it poses.

The 76-year-old Hinton resigned from Google last year in part so he could talk more about the possibility that AI systems could escape human control and influence elections or power dangerous robots. Along with other experienced AI researchers, he has called on such companies as OpenAI, Meta Platforms and Alphabet -owned Google to devote more resources to the safety of the advanced systems that they are competing against each other to develop as quickly as possible.

Hinton’s Nobel win has provided a new platform for his doomsday warnings at the same time it celebrates his critical role in advancing the technologies fueling them. Hinton has argued that advanced AI systems are capable of understanding their outputs, a controversial view in research circles.

“Hopefully, it will make me more credible when I say these things really do understand what they’re saying,” he said of the prize.

Hinton’s views have pitted him against factions of the AI community that believe dwelling on doomsday scenarios needlessly slows technological progress or distracts from more immediate harms, such as discrimination against minority groups .

“I think that he’s a smart guy, but I think a lot of people have way overhyped the risk of these things, and that’s really convinced a lot of the general public that this is what we should be focusing on, not the more immediate harms of AI,” said Melanie Mitchell, a professor at the Santa Fe Institute, during a panel last year.

Hinton visited Google’s Silicon Valley headquarters Tuesday for an informal celebration, and some of the company’s top AI executives congratulated him on social media.

On Wednesday, other prominent Googlers specialising in AI were also awarded a Nobel Prize. Demis Hassabis, chief executive of Google DeepMind, and John M. Jumper, director at the AI lab, were part of a group of three scientists who won the chemistry prize for their work on predicting the shape of proteins.

Thinking like people

Hinton is sharing the Nobel Prize in physics with John Hopfield of Princeton University for their work since the 1980s on neural networks that process information in ways inspired by the human brain. That work is the basis for many of the AI technologies in use today, from ChatGPT’s humanlike conversations to Google Photos’ ability to recognise who is in every picture you take.

“Their contributions to connect fundamental concepts in physics with concepts in biology, not just AI—these concepts are still with us today,” said Yoshua Bengio , an AI researcher at the University of Montreal.

In 2012, Hinton worked with two of his University of Toronto graduate students, Alex Krizhevsky and Ilya Sutskever, on a neural network called AlexNet programmed to recognise images in photos. Until that point, computer algorithms had often been unable to tell that a picture of a dog was really a dog and not a cat or a car.

AlexNet’s blowout victory at a 2012 contest for image-recognition technology was a pivotal moment in the development of the modern AI boom, as it proved the power of neural nets over other approaches.

That same year, Hinton started a company with Krizhevsky and Sutskever that turned out to be short-lived. Google acquired it in 2013 in an auction against competitors including Baidu and Microsoft, paying $44 million essentially to hire the three men, according to the book “Genius Makers.” Hinton began splitting time between the University of Toronto and Google, where he continued research on neural networks.

Hinton is widely revered as a mentor for the current generation of top AI researchers including Sutskever, who co-founded OpenAI before leaving this spring to start a company called Safe Superintelligence.

Hinton received the 2018 Turing Award, a computer-science prize, for his work on neural networks alongside Bengio and a fellow AI researcher, Yann LeCun . The three are often referred to as the modern “godfathers of AI.”

Warnings of disaster

By 2023, Hinton had become alarmed about the consequences of building more powerful artificial intelligence. He began talking about the possibility that AI systems could escape the control of their creators and cause catastrophic harm to humanity. In doing so, he aligned himself with a vocal movement of people concerned about the existential risks of the technology.

“We’re in a situation that most people can’t even conceive of, which is that these digital intelligences are going to be a lot smarter than us, and if they want to get stuff done, they’re going to want to take control,” Hinton said in an interview last year.

Hinton announced he was leaving Google in spring 2023, saying he wanted to be able to freely discuss the dangers of AI without worrying about consequences for the company. Google had acted “very responsibly,” he said in an X post.

In the subsequent months, Hinton has spent much of his time speaking to policymakers and tech executives, including Elon Musk , about AI risks.

Hinton cosigned a paper last year saying companies doing AI work should allocate at least one-third of their research and development resources to ensuring the safety and ethical use of their systems.

“One thing governments can do is force the big companies to spend a lot more of their resources on safety research, so that for example companies like OpenAI can’t just put safety research on the back burner,” Hinton said in the Nobel interview.

An OpenAI spokeswoman said the company is proud of its safety work.

With Bengio and other researchers, Hinton supported an artificial-intelligence safety bill passed by the California Legislature this summer that would have required developers of large AI systems to take a number of steps to ensure they can’t cause catastrophic damage. Gov. Gavin Newsom recently vetoed the bill , which was opposed by most big tech companies including Google.

Hinton’s increased activism has put him in opposition to other respected researchers who believe his warnings are fantastical because AI is far from having the capability to cause serious harm.

“Their complete lack of understanding of the physical world and lack of planning abilities put them way below cat-level intelligence, never mind human-level,” LeCun wrote in a response to Hinton on X last year.

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Australia experiencing the worst year for home building since 2011

Building approvals fell again in August, as the Federal Government’s pledge of providing 1.2 million new homes looks more out of reach than ever.

The Australian Bureau of Statistics released data today showing total dwelling approvals fell by 6.1 percent in August to 13,991. While approval for houses rose 0.5 percent, the non house sector — apartments and townhouses — experienced a massive fall of 16.5 percent to 4,418.

Master Builders Australia reported that the latest decline in approvals contributed to 2023-2024 being the worst year for home building in more than a decade.

“Detached house starts fell by 10.1 percent, while higher density commencements were down by 6.0 per cent,” said Master Builders Chief Economist Shane Garrett. “If building continues at this pace, we’ll be in for less than 800,000 new home starts over the next five years.

“This would mean a shortfall of over 400,000 homes compared with the National Housing Accord target.”

Master Builders Australia CEO Denita Wawn said the data comes on the back of figures from the National Centre for Vocational Education Research which showed an alarming shortfall in the number of apprentices entering the industry and then completing their qualifications. Apprenticeship commencements fell  11.8 percent in the year to March 2023 while completion rates fell 8.6 percent over the same period.

“Today’s data releases aren’t unrelated,” Ms Wawn said. “To bring Australia out of the housing crisis we need to drastically increase the supply of housing and we can’t do that while we’re simultaneously suffering through a labour shortage.”

She said construction was experiencing a shortage of skilled workers across all trades.

“Until we’re able to address the challenges facing the future of the workforce, we won’t be able to increase building activity and reduce the impact of supply conditions in the residential building market on Australia’s inflation problem,” she said.

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One of America’s Biggest Homes Hits the Market for $195 Million

The Pritzker estate in Los Angeles, one of the largest homes in the country, is hitting the market for $195 million. If it sells for that price, it would set a record for the city, where the priciest home sale on record was Jeff Bezos’ $165 million purchase of the Warner Estate in 2020.

The Pritzker listing comes in the wake of a bitter divorce battle between billionaire Tony Pritzker and philanthropist Jeanne Pritzker. The former couple built the house, completing it in 2011.

The roughly 6-acre parcel is in the Beverly Hills Post Office area, just over a mile from Bezos’ home. Situated on a promontory overlooking the city, the home has 180-degree views of downtown L.A. and the ocean, according to Stephen Shapiro of Westside Estate Agency, who has the listing with colleague Kurt Rappaport .

Clad in imported white Italian limestone, the gated estate is about 50,000 square feet with 16 bedrooms, 27 bathrooms and 18 fireplaces. The primary suite has his and hers bathrooms and closets, as well as an indoor and outdoor fireplaces, a hairdressing area, a custom pop-up TV and a balcony.

The lower level of the house has a flower-prep room and a soundproofed bowling alley with custom cabinetry for the bowling balls and shoes. A large theatre has velvet curtains, stage lighting, stadium seating and a projector room. The kitchen has three Gaggenau ovens, two stainless-steel sinks and a dumbwaiter.

On the grounds, a detached two-bedroom guesthouse has a balcony, elevator and its own patio. The estate also has a lighted tennis court with a viewing pavilion. The 75-foot green marble infinity pool overlooks the city, and there is a nearby outdoor kitchen with two barbecues, a large pizza oven, and a custom swimsuit spinner.

In Los Angeles, these types of features are unusual for properties in the hills, Rappaport said. “It’s very rare to have this type of acreage with a view,” he said.

The property also has a detached two-bedroom staff apartment, multiple staff lounges and a staff kitchen.

The Pritzkers are major philanthropists and the home was designed to host large fundraisers, with a large walk-in refrigerator and an extensive underground parking structure.

Because of new restrictions on building, the estate couldn’t be recreated, Shapiro said. “You couldn’t build it today,” he said, adding: “This is the finest house I’ve ever seen.”

Tony and Jeanne Pritzker, who were married for more than 30 years and have six children, declined to comment. The son of Hyatt hotel chain co-founder Donald Pritzker, Tony is a member of one of the country’s wealthiest and more powerful families. He and his brother, J.B. Pritzker , co-founded the investment firm the Pritzker Group, with J.B. ceasing his involvement around the time he became governor of Illinois in 2019.

In 2001, Tony and Jeanne paid $9.5 million for a circa-1938 house in the Beverly Hills Post Office area, according to property records. Then, through LLCs, they purchased several parcels on a ridge adjacent to their previous home. It is unclear how much they paid for the land, but one batch of parcels was purchased in 2005 for $14.7 million, records show.

Once the land was assembled, the Pritzkers started building a new home designed by the late Ed Tuttle of Paris-based architecture firm Designrealization. The Pritzkers moved into the estate in 2011, selling their previous home to celebrity chef Wolfgang Puck for $14 million, property records show.

Jeanne and Tony separated in 2022. The Pritzkers reached a preliminary settlement in April 2024, and Jeanne moved out of the estate that month. The divorce was finalised in May 2024, according to court records. Tony has since paid $19.5 million for a penthouse at Westwood’s Beverly West condominium.

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China’s Ghost Cities Are a Problem for Europe’s Luxury Brands, Too

How closely is demand for $3,000 handbags tied to home prices in China? Quite closely, it turns out, which is unfortunate for luxury brands.

Europe’s luxury stocks fell in early trading Tuesday after China’s economic planning agency failed to announce additional measures to kickstart growth that some investors had hoped for. The sector is still up 10% on average since Beijing launched its initial stimulus plans late last month.

Beijing hopes a cut to mortgage rates, and lower down-payment requirements for buyers of second homes, will jump-start the country’s troubled housing market. A package of loans to brokers and insurers to buy Chinese shares has had initial success at lifting the stock market.

Luxury spending in China has traditionally been more correlated with its home prices than with the financial markets or overall economic growth. Around 60% of net household wealth was tied up in property before prices peaked in 2021. Barclays estimates that falling home prices have destroyed about $18 trillion in household wealth since then, which is equivalent to roughly $60,000 per family.

This, along with worries about the wider economy, is hurting consumer confidence. Retail sales rose just 2.1% in August compared with the same month last year, according to data from China’s National Bureau of Statistics. When global luxury brands start to report their third-quarter results next week, Chinese demand is expected to have slowed since they last updated investors.

Flagging sales come at an unhelpful time for Europe’s luxury companies, which rely on Chinese consumers for a third of global luxury spending. After several bumpy years during the pandemic, luxury brands and their investors hoped that a comeback in Chinese spending would compensate for a slowdown among Europeans and Americans.

This looks increasingly unlikely. Luxury sales to Chinese shoppers are expected to shrink 7% in 2024 and by 3% next year, according to UBS estimates. As luxury brands have high fixed costs, including the most expensive retail rents in the world, a slowdown with such key customers could have an outsize impact on profit margins.

The last time the luxury industry went through such a rocky patch in China, barring the pandemic, was between 2014 and 2016 when Beijing was cracking down on corruption, including officials who were gifting Louis Vuitton handbags and Rolex watches in exchange for political favours. The global luxury industry barely grew for two years during China’s anticorruption drive, which also coincided with a property-market correction in the country. It didn’t help that shoppers in other markets were also tiring of logos back then.

Europe’s luxury stocks look expensive today compared with that time. As a multiple of expected earnings, listed brands’ shares now trade at a roughly 40% premium to their 2014 to 2016 average.

To justify the higher price tag, Beijing’s housing and wider economic stimulus would need to indirectly lift luxury demand. Measures rolled out so far may not be enough to slow the slide in home prices. China’s housing market is oversupplied by around 60 million units, according to Bloomberg Economics estimates.

New incentives to kick-start consumption are expected soon but will probably target mass-market products like white goods. China already rolled out trade-in subsidies for home appliances earlier this year and a range of consumption coupons.

None of this is very helpful for sellers of expensive luxury goods. For brands to see a recovery, Chinese consumers that spend anywhere from $7,000 to $43,000 a year on luxury products would need to feel much better about their finances than they currently do. Spending by this group has fallen 17% so far this year compared with the same period of 2023, according to a report by Boston Consulting Group.

Half-finished, abandoned housing estates are a big headache for China’s government, and are also on the mind of executives in Paris and Milan. Though the fortunes of luxury bosses likely isn’t high on Chinese officials’ priority list, their fates may be intertwined.

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Under pressure: More Australians are over extending to keep up appearances

More Australians are living beyond their means in order to keep up appearances, new data has revealed. 

A survey by financial comparison site, Finder, has shown 30 percent, or 6.3 million people, have felt pressured into purchasing to keep up with family or friends. The research, which involved surveying 1,062 Australians, also showed 15 percent of people have gone into debt as a result.

The most common sources of over spending people felt pressured into included splitting an expensive restaurant bill despite ordering less (14 percent), taking an expensive holiday (11 percent) and buying tickets to an event (10 percent). However, six percent of Australians had bought a nice car and five percent had bought a house in order to keep pace with others.

Tellingly, the wedding industry made an appearance on the list, with five percent of people pressured into over extending for a bucks or hens night. Three percent reported feeling pressured to pay for someone’s baby shower.

Sarah Megginson, personal finance expert at Finder said ‘comparisonitis’ was exacerbated by social media consumption.

“Never before have we had such an intimate and behind the scenes view into other people’s lives – but it’s important to remember it’s a highlight reel,” Ms Megginson.

“The millionaire next door might be drowning in debt to afford that apparent life of luxury.”

She counselled against falling into the trap of living beyond your means because others appear to have more.

“Getting into debt, ruining personal finances and compromising your values are all very real risks when it comes to trying to keep up with what others have,” she said. “Success isn’t defined by what you have or where you holiday. Focus on future wealth by paying your debt off and dedicating more money to investments and savings than to material possessions.” 

 

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One of the Biggest AI Boomtowns Is Rising in a Tech-Industry Backwater

ISKANDAR PUTERI, Malaysia— Gary Goh was the chief executive of a publicly listed property developer three years ago when prospective clients started asking whether his company had land for data centres.

Goh was vaguely aware that technology companies needed computer centres to manage heaps of data, but he had never seen such a building. “I didn’t know whether it was round, was it a rectangle, was it a triangle?” he said.

But after the 10th inquiry, Goh realised the tech industry was about to spend billions of dollars on data centres in his sleepy corner of Malaysia. So he quit his job to cash in.

Nowhere else on Earth has been physically reshaped by artificial intelligence as quickly as the Malaysian state of Johor. Three years ago, this region next to Singapore was a tech-industry backwater. Palm-oil plantations dotted the wetlands. Now rising next to those tropical trees 100 miles from the equator are cavernous rectangular buildings that, all together, make up one of the world’s biggest AI construction projects.

TikTok’s Chinese parent company, ByteDance , is spending $350 million on data centres in Johor. Microsoft just bought a 123-acre plot not far away for $95 million. Asset manager Blackstone recently paid $16 billion to buy AirTrunk , a data-centre operator with Asia-wide locations including a Johor facility spanning an area the size of 19 football fields. Oracle last week announced a $6.5 billion investment in Malaysia’s data-centre sector, though it didn’t specify where.

In all, investments in data centres in Johor, which can be used for both AI and more conventional cloud computing, will reach $3.8 billion this year, estimates regional bank Maybank.

“At first glance, Johor seems unlikely, but once you double click on it, it makes a lot of sense,” said Peng Wei Tan, a Blackstone senior managing director who helped lead its acquisition of AirTrunk.

To understand how one of the first boomtowns of the AI era sprouted at the southern tip of the Malay Peninsula, consider the infrastructure behind AI.

Tech giants want to train chatbots, driverless cars and other AI technology as quickly as possible. They do so in data centres with thousands of computer chips, which require a lot of power, as well as water for cooling.

Northern Virginia became the world’s biggest data-centre market because of available power, water and land. But supply is running low. Tech companies can’t build data centres fast enough in the U.S. alone.

Enter Johor. It has plentiful land and power—largely from coal—and enough water. Malaysia enjoys generally friendly relations with the U.S. and China, reducing political risk for companies from the rival nations.

The other important factor: location. Across the border is Singapore, which has one of the world’s densest intersections of undersea internet cables. Those are modern-age highways, enabling tech companies to sling mountains of data around the world.

“This Johor development isn’t for serving just Malaysia,” said Rangu Salgame , chief executive of Princeton Digital Group, a data-centre operator that counts some of the world’s biggest tech companies as clients. “This is AI being deployed globally.”

Working with government

Salgame said companies previously built data centres in Singapore because of its interconnectivity. But in 2019, the tiny and densely populated island nation put a moratorium on new centres because of energy constraints. So data-centre operators did the next best thing, which was to go an hour across the bridge.

While Amazon , Google, Meta and other tech giants run their own data centres, they also rely on third-party data-centre operators for 30% of their needs in the U.S. and about 90% of their needs internationally, Salgame said.

The third parties construct data centres, which cost $1 billion to $2 billion each. Tech companies act as tenants, installing their own hardware inside. Most Johor data centres are run by third parties, which don’t necessarily have agreements with tech clients before starting projects.

“We’re going in speculatively,” Salgame said.

Salgame said he gets insights from big tech companies before beginning projects, so he has a sense of what they want. And the sense now is they want Johor.

Salgame predicts that the Malaysian state will become the world’s second-biggest data-center market within five years. “I’ve never seen anywhere in the world come up at this speed,” he said.

The industry measures data-centre markets by the electricity they use. Northern Virginia has about 4.2 gigawatts active and an additional 11.4 gigawatts under construction, committed or in early stages, said Vivian Wong , an analyst at research firm DC Byte.

Johor, after having less than 10 megawatts—or 0.01 gigawatts—three years ago, now has 0.34 gigawatt active and an additional 2.6 gigawatts under construction, committed or in early stages.

Help from government

Government officials have mostly encouraged the investments, streamlining the permitting process. Salgame said his company’s Johor center was proposed, constructed and operating within 15 months.

But the mayor of Johor Bahru, the state capital, said the government must balance economic benefits with local needs. He said it should consider building desalination plants, among other things, to ensure locals have enough water. The area has faced shortages.

“We know that people are too hyped about data centres,” said the mayor, Mohd Noorazam Osman, at a recent conference.

After quitting his property-development job, the 40-year-old Goh started consulting for potential land buyers and sellers. His specialty was knowing which sites among the plantations and swamps could be easily converted into data centres.

He found success in the Johor city of Iskandar Puteri, where telecom carriers recently broke ground on a 42-acre lot across the street from a McDonald’s. The site isn’t perfect. A hill needs to be flattened before further construction occurs.

But on a recent sweltering day, Goh pointed at the power lines and light-blue water pipes running through the lot, signifying easy access to electricity and water. “These conditions are hard to come by,” he said.