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Understanding the understated as THE PLACE Deluxe Hotel Apartments launch in Dubai

Dubai, UAE, 02 May 2008 – THE PLACE Deluxe Hotel Apartments held their soft launch yesterday during a sunset lounge event reflecting the true characteristics of THE PLACE brand, and held in the poolside area of the 60-storey mixed use Park Place Tower on Sheikh Zayed Road, overlooking the Arabian Gulf.

After one year of strategic planning, the launch of THE PLACE Deluxe Hotel Apartments will set another precedent for the UAE, by providing hotel apartments which allow guests to control and create the environment around them.

THE PLACE Dubai, which occupies 15 floors of the Park Place tower, offers guests unprecedented facilities including a 40 metre swimming pool - the longest on Sheikh Zayed Road, the fastest lifts in Dubai fitted by Kone, state of the art security and safety systems, and high-grade acoustic treatment for sound proofing - ensuring an even more peaceful stay.

Furthermore, the location of THE PLACE offers all the attractions of a vibrant district within walking distance, with malls and beaches only 5km away, and Dubai International Airport only 10 km away. Despite this, silence, discretion, relaxation and harmony are all elemental features of THE PLACE Dubai.

Saeed Bin Drai, one of the partners behind THE PLACE Deluxe Hotel Apartments commented; “This launch is a hugely exciting milestone for us and an important development for Dubai as a leader in the international tourism and hospitality industry. We believe we are not only setting a precedent for the city, but THE PLACE Deluxe Hotel Apartments are really defining the new face of hospitality in the region. What we are presenting to guests are hotel apartments that expertly blend individuality with an interesting range of contrasts.”

“We recognise that our guests are sophisticated with a flair for simple, chic and timeless fashion and interiors, and have distinguished outlooks on life. It is for this purpose that THE PLACE Deluxe Hotel Apartments will attract the truly international, sophisticated, connoisseur guest, who will also appreciate the unique contrasts that Dubai has to offer. We have already received tremendous interest and anticipate that soon, all 118 of the apartments will be in demand,” added Essa Bin Hadher, business partner.

Designed by Sam Klopper, an Interior Design Architect from Klopper & Davis Architects, each of the apartments are fitted with luxurious, elegant materials, with each room a blank canvas to which guests can add their own personality, ideas and inspirations. Klopper commented; “THE PLACE is a simple, soothing respite from the explosions of colour and sound of Dubai. The interiors are defined by their calm muted colours, simple forms and minimal design. The apartments are generous, spacious and uncluttered. Living areas are open and inviting and the bedrooms are luxurious retreats. THE PLACE is an oasis of sophisticated and elegant contemporary design, right in the heart of the city.”

The building housing THE PLACE is, in itself, hailed as a unique feat of urban architecture, with the Park Place Tower shaped like a tulip. In addition, every floor of Park Place Tower is unique, with the gently curving forms of the different levels offering a contrast to the angular minimalist forms inside the apartments.

“Like the tower that it is housed in and like the services that our guests can expect, THE PLACE Deluxe Hotel Apartments are for those who like the finer things in life and want a space they can make their own - and feel free to be themselves. It will be a new name in the market which defines simplicity and the understated,” concluded Bin Hadher.

Reflecting the unmatched and individual personality of THE PLACE Dubai, the launch party involved entertainment that focused on unique skill sets and attributes, and featured ambient dancing, an electric violinist and an intelligent lighting display.

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About THE PLACE Deluxe Hotel Apartments
Opened in May 2008, THE PLACE Deluxe Hotel Apartments can be found discretely tucked away in the Park Place Tower on Sheikh Zayed Road. The 118 apartments that make up THE PLACE Dubai are divided into Executive, Deluxe and Premier categories, with a choice of one, two or three bedrooms.

Guests of THE PLACE have access to a vast range of services and facilities including the 40-metre temperature-controlled swimming pool; free wireless internet connectivity around poolside; a rooftop gym with state-of-the-art Precor equipment and steam and sauna rooms. In addition THE PLACE offers 24-hour airport pick-up and drop-off; a 24-hour business centre including fax, photocopy and courier services; visa processing assistance; an in-room welcome snack basket; daily housekeeping; laundry, pressing and dry cleaning services; a personal shopping service; concierge and valet parking.

For further information, enquiries or for an interview with a spokesperson, please contact:
Barbara Francini
MS&L/Dubai
(Tel) +971 4 367 6152
barbara.francini@dubai.mslpr.com

© Press Release 2008