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Feb 12 2013

DAMAC, Fendi launch 'Residenze' tower project in Dubai Marina

A Dubai property chief might have just sparked the next trend to hit the Italian catwalks - sharp suits topped with construction hard hats.
DAMAC managing director Ziad El Chaar sported his Sunday best yesterday to unveil details of a new tower, named Residenze, in Dubai Marina that will be designed in conjunction with Italian luxury brand Fendi.

The suited and booted Lebanese national showcased Dubai-based DAMAC's first new property launch in four years and trumpeted: "Real estate announcements are back in Dubai!"

But following the bad old days when the emirate's property market used to fly by the seat of its pants, reality's the new fit in the real estate market.

El Chaar, pictured, then immediately donned a fetching white construction worker's hat and said: "These are the days to wear a hard hat with a suit to announce launches.

"It's a suit and a hard hat - not an announcement in a beautiful suit about big and beautiful builds."

With work already 20 per cent complete on the Dhs1.2 billion, 335m-high, block that will house 200 apartments, the DAMAC chief insisted: "You now only make an announcement when construction has started."

And asked whether the suit and hard hat combo could build up a following on Italy's catwalks, Carla Fendi, honourary president of the luxury brand, said: "Why not?!"

"It depends on the creative air at the time - you have to improvise in life."

Gaetano Sciuto, licenses and accessories director for Fendi, added that, in fashion, everything is "limitless". "Nothing is impossible. Maybe we will see hard hats and suits on the catwalk and on the streets - except maybe in Fendi yellow!"

DAMAC and Fendi will also combine to work on a 150m tower called Esclusiva in Riyadh.

Both the Dubai and Saudi Arabian projects are expected to open in 2016.

Fendi Casa Interior will do the designs on levels 43 to 84 of the new Marina DAMAC Residenze tower, which comes with full view of the Palm. Carla Fendi said the project marked "one of the most significant moments in Fendi's rich history".

Of the reason behind the tie-up, she said: "Dubai is the future."

© 7Days 2013


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