In 1995, Rockwell Land Corporation was established, yet it didn’t represent much. Before evolving into the highly sought-after lifestyle hub it is now, it was an undesirable site featuring an inactive power plant on the outskirts of Makati. 

At that time, the name Rockwell did not represent the luxury brand qualities it conveys now; it was viewed as unappealing — a 15.5 hectare blighted area, a community risk that even the most seasoned property developers avoided. 

How did it transform from an outcast to a symbol of the good life?

The surface features are simple to notice. The master-planned community of Rockwell Center features iconic residential towers that exhibit innovative architecture and premium amenities. Its vibrant gardens and communal areas are carefully designed and maintained. They have effectively leveraged their reputation and planning skills beyond the initial property to other upscale and mid-range communities now located in various regions of the country. However, these specifics are just the surface of the narrative.

To get deeper into the code, Rockwell insiders point to far more subtle inner workings. A delicate balance between daring greatly and caring deeply. Think of the boldness it took to tear down the mammoth smokestacks of the original power plant, and the kindness of saving a century-old dita tree at the far end of the property. Instead of chopping it down to make way for a new residential tower, the hundred-foot tree was dug up and transferred (by an army of gardeners on a ten-wheeler truck, supervised by a tree doctor) to a pocket of forest trees on Rockwell Drive. 

Alternatively, think about the difference between the worldwide quest for an appropriate architect to create what is currently known as the Proscenium and the request made to a street corner taho seller to set up at the Power Plant mall. Both choices included on then Rockwell president and now chairman, Nestor "Tong" Padilla (who encountered the Uruguayan architect Carlos Ott at the Hilton in Times Square in 2012), along with the Rockwell board of directors (who were presented with tasting samples of taho from vendor Nelson Dugayo on J.P. Rizal in 2001)

Or consider the determination to construct a flyover from the six-lane EDSA to the tight residential street Estrella, and the courteous persistence to communicate with every one of the 16 homeowners whose properties would be impacted by the development. Padilla personally met with them, showcasing the plans, making a proposal, and addressing their concerns. Although one individual held out (despite prolonged discussions), the remaining 15 consented to sell their properties to allow for the flyover construction. In exchange, each was able to become part of the Rockwell vision; they received a condo unit at Rockwell’s West Block, in addition to attractive payments for their properties.

The Rockwell approach is characterized by a continuous majesty and a steady consideration.

Essence of Location

Rockwell is a community that listens — not just to its residents and stakeholders, but to the land itself and the possibilities it offers.

Three decades ago, prior to urban master planner Walter Raleigh Stewart creating any designs for Rockwell, he initially took extended strolls around the undeveloped land. He traced the shape of the land, observed the surroundings, pausing occasionally as if receiving signals from the landscape itself. He was famous for creating completely new towns, residential neighborhoods, resorts, and golf courses in places worldwide where few had thought they could thrive.

In Rockwell’s vision, Stewart’s design sought to convert the area into a locale where a beloved, high-end community could flourish. He created residential areas, commercial lots, office structures, walking trails, roadway systems, and green areas—all effortlessly linked to form a setting that people would enjoy living in and visiting. This viewpoint infused a sense of place, an elusive feeling of harmony, beauty, and comfort that encourages you to linger and develop collectively.

This perspective remains the foundation for how Rockwell approaches both minor and major tasks. 

Electric buggies collect and drop residents at assigned locations throughout the estate. The leisure club is seamlessly integrated into the residential complex. Residents are linked to high-end shops and dining choices through private tunnels and a bridge. Certainly, it's beyond mere infrastructure; these amenities cultivate a sense of shared privilege, instilling the impression that you are part of a distinctive group enjoying unique experiences collectively.

The amber lights that outline all Rockwell buildings during the holiday season, like pearl necklaces on the skyline, or the virtual privilege club called the Rockwellist, foster this community identity far beyond the estate. The folks at Rockwell understand: when it comes to nurturing a community, details like these don’t just matter, they define the vision.

The Culture

Ultimately, what drives Rockwell is the fundamental practices of the organization. It's a deep-rooted aspect of their culture to fully comprehend their clients and instinctively recognize how to please them.

These practices, refined over time, have been proven during emergencies. In 2007, as a worldwide financial crisis hindered the relatively new Power Plant mall from drawing in customers, it considered refreshing its high-end retail selection to feature more recognizable brands with wider appeal. They had the option for an easy escape, but they chose not to pursue it. Instead, they created a think-tank, bringing together individuals from various areas of the organization, who had an intuitive sense of what would engage the Rockwell community, and more crucially, what would disengage them. Rather than enhancing general attraction, they concentrated more on what would satisfy the discerning audience. They eliminated offerings that were not aligned with the Rockwell DNA. Despite the crisis, they decided to remain committed as a provider of an unblemished lifestyle.

On March 11, 2020, a resident of Rockwell was the first COVID-19 death in the country. On the same day the World Health Organization announced the global pandemic, community quarantine guidelines and protocols mandated by the state had not yet been established. While Rockwell adopted a wartime approach to combat the virus, there was also a powerful inclination to proceed in the unique Rockwell manner.

Padilla and his crew oversaw the operations and established the atmosphere. A luxury ambulance was dispatched to quietly transport a COVID-positive patient, without sirens. Hotlines were staffed by senior executives themselves, who could address resident issues with comforting authority and friendliness. Thoughtfully composed updates were presented in a warm, narrative style, extending beyond mere numerical data. When the spouse of the first victim returned home, having also recovered from the virus, personnel dressed in PPE cleared a path through UV-sanitized corridors, with doors meticulously shielded by plastic coverings. Inside his apartment, a fruit basket from the Rockwell community greeted him upon his return.

This is how trust within the community is earned.

Currently, "Done Rockwell" refers to the culture of the organization and the reliability of the brand. People understand its significance: a distinctive blend of comfort and sophistication, structure and awareness, careful selection and strong community connections. After three decades, the code is firmly established.