Arab Today, arab today step inside a sneak peek at an allversace interior
Last Updated : GMT 16:01:42
Arab Today, arab today
Arab Today, arab today

Change a box that people live in into something more

Step inside a sneak peek at an all-Versace interior

Arab Today, arab today

Arab Today, arab today Step inside a sneak peek at an all-Versace interior

Step inside a sneak peek at an all-Versace interior
London - Arabstoday

Step inside a sneak peek at an all-Versace interior "How do you change a box that people live in into something more?" asks Niall McLoughlin, the senior vice president of corporate communications for Damac Properties. It's the question facing all developers. And in an increasingly competitive market driven by an increasingly discerning client base, the need to come up with new and original answers has never been so acute.
Damac's answer has been to partner with the Italian fashion and homeware brand Versace on two of its projects, Damac Tower in Beirut and Al Jawharah in Jeddah (or, as they are officially known, Damac Tower with Versace Home Interiors in Beirut and Damac Residences with Versace Home Interiors in Jeddah). In both cases, common spaces, including lobbies, reception areas, swimming pools and spas, will be designed by Versace. Within individual apartments, all flooring, skirting, cabinetry and fixtures will be Versace, and owners can then opt to acquire additional soft furnishing items by the brand.
The two companies have co-operated closely to develop the designs, in a process that has included "workshops, creative teams, hair being pulled out, and things being thrown", McLoughlin jokes.
The two projects are currently under construction and not due for completion until 2013. But in an effort to give the general public a sneak peak at what they might look like, Damac unveiled a Versace show apartment on the ground floor of its Ocean Heights building in Dubai Marina last month.
The apartment is Versace through and through. The entrance is flanked by two white columns, and staring up at you from the marble floor is an oversized Medusa head, Versace's slightly disconcerting emblem. It's one of many. Bright yellow curtains set the tone and are complemented by eight silver, yellow and pink Vanitas II armchairs, set around an immaculately laid dining table, also in silver. An intricate crystal chandelier hangs overhead. Crockery and cutlery - or "art de la table" as it is referred to in the world of Versace - is in gold and pink and is coupled with delicate glassware with stems in the shape of Medusa heads.
Just when the design comes dangerously close to the "too much" mark, it reigns itself in. A monochromatic living room area offers welcome contrast to the brightness elsewhere. An embossed black leather sofa sits across from two Normandie armchairs upholstered in a delicate black and white jacquard. A matching monochrome carpet sits underfoot.
The bedroom, too, is surprisingly muted. A predominantly white palette is broken up by bursts of blue bed linen and curtains adorned with Versace's customary baroque and Greco-Roman patterning. And with its jacuzzi, mini sauna and oversized shower area, the en suite bathroom reiterates Damac's luxury approach.
"This is not exactly how your apartment would look," McLoughlin explains. "A show apartment is never meant to do that. What a show apartment tries to do is recreate the lifestyle and emotional response that people will get while living there. It provides a flavour of the textures, the finish and the feel. It's about how the fabrics and fixtures are mixed; it's about colours, tones and textures. It is indicative of the vision of Versace."
Unashamedly gaudy in parts and surprisingly restrained in others, the show apartment won't be to everybody's tastes - but McLoughlin knows that. "That's the wonderful thing about interior design," he says. "It cannot be objective. It is purely subjective. That's what makes it exciting."
And for those who can think of nothing worse than a flat overflowing with Medusa heads? "We have other options for them. It's not going to be a situation where every Damac product is Versace. This is a premium product by the developer, but if people like Damac but don't like the Versace proposition there are other developments for them.
"This is a niche market. There will never be 20 Versace buildings in every town. It would literally be exclusive, maybe one high rise in any city. I wouldn't see us putting up five Versace Towers in Beirut," says McLoughlin.
Ultimately, the Damac-Versace synergy is one that makes a lot of sense, he adds. "We wanted to add value to our product. And our product is very high end. We took a standard Damac product and said, 'What would add value to that? What do our customers want?' And brand consciousness is very high in this part of the world. Versace could bring to the table a brand and a lifestyle proposition that people wanted."
The affiliation was helped by the fact that Damac Luxury Interiors is the official franchisee of Versace Home in the UAE. "We understand Versace; we understand their product and what they are about. We realised very early on that there was a synergy between their values and our values.
"We were never in affordable housing. Damac Properties is about a luxury finish. And with that drive to develop top end luxury, Versace was a natural progression."
The two brands share an ethos, particularly when it comes to design, and it's one that happens to strike a chord in this part of the world.
"It's not minimalistic. It's a little bit flamboyant, a little bit colourful. But we find that for the people in this region, that's what appeals to them," says McLoughlin. "You will never walk into a residential building by Damac and be bored. That's not who we are."

Name *

E-mail *

Comment Title*

Comment *

: Characters Left

Mandatory *

Terms of use

Publishing Terms: Not to offend the author, or to persons or sanctities or attacking religions or divine self. And stay away from sectarian and racial incitement and insults.

I agree with the Terms of Use

Security Code*

Arab Today, arab today step inside a sneak peek at an allversace interior Arab Today, arab today step inside a sneak peek at an allversace interior

 



Arab Today, arab today
Arab Today, arab today Heart of Turkish Riviera is Alluring Seaside Escape

GMT 11:11 2017 Tuesday ,28 March

Heart of Turkish Riviera is Alluring Seaside Escape
Arab Today, arab today 5 Crafty Must-Have Limited-Budget Ideas

GMT 17:03 2017 Saturday ,25 March

5 Crafty Must-Have Limited-Budget Ideas
Arab Today, arab today Hamas leader accuses Israel

GMT 11:43 2017 Tuesday ,28 March

Hamas leader accuses Israel
Arab Today, arab today Media host gives priority to problems of people

GMT 07:00 2017 Tuesday ,28 March

Media host gives priority to problems of people

GMT 12:05 2017 Sunday ,12 February

How to design your own lampshade

GMT 10:10 2017 Thursday ,09 February

3 Important Elements You Have to Consider

GMT 12:18 2017 Monday ,06 February

4 Things That Should Be Banned from Every House Decor

GMT 06:18 2017 Monday ,09 January

Sophisticated Classic Dining Room Design Ideas

GMT 13:19 2016 Friday ,30 December

Rachel Reider Will Help You Change Your Mind

GMT 12:14 2016 Monday ,31 October

Is Van Gogh's famous bed lurking in a Dutch attic

GMT 11:16 2016 Tuesday ,27 September

ARTASA, contributed to the signature interior of area
View News in Arabic - Decor: الديكور الأخبار
Arab Today, arab today
Arab Today, arab today
Arab Today, arab today Disaster costs nearly double to $175bn

GMT 10:42 2017 Tuesday ,28 March

Disaster costs nearly double to $175bn
Arab Today, arab today Campaign fights sexual harassment in Egypt

GMT 11:14 2017 Tuesday ,28 March

Campaign fights sexual harassment in Egypt
Arab Today, arab today Trump poised to roll back climate protections

GMT 09:28 2017 Tuesday ,28 March

Trump poised to roll back climate protections
Arab Today, arab today Prepares to give stargazers an eyeful

GMT 13:38 2017 Monday ,06 March

Prepares to give stargazers an eyeful
Arab Today, arab today Uber grounds self-driving cars

GMT 09:11 2017 Monday ,27 March

Uber grounds self-driving cars
Arab Today, arab today Audi RS 5 Coupe acquires new design

GMT 13:22 2017 Thursday ,23 March

Audi RS 5 Coupe acquires new design
Arab Today, arab today Trump to roll back Obama clean power plan

GMT 11:10 2017 Monday ,27 March

Trump to roll back Obama clean power plan

GMT 09:58 2017 Saturday ,25 March

Nermein Al Fekki films “Foxes in the Valley”

GMT 18:57 2017 Tuesday ,21 March

Accessories designer reveals her new collection

GMT 04:51 2017 Friday ,24 March

Salvage of South Korea's Sewol ferry

GMT 13:26 2017 Friday ,24 February

Expresses Algerian history by woody figures

GMT 09:02 2017 Thursday ,23 March

Laptop ban sparks ire

GMT 06:31 2015 Thursday ,04 June

Pluto's unruly moons

GMT 13:21 2017 Tuesday ,28 March

Samsung plans to sell refurbished Galaxy Note 7s

GMT 19:27 2017 Saturday ,11 March

Boualsof launches "Priestess Kahina" collection
Arab Today, arab today
Arab Today, arab today
 
 Arab Today Facebook,arab today facebook  Arab Today Twitter,arab today twitter Arab Today Rss,arab today rss  Arab Today Youtube,arab today youtube  Arab Today Youtube,arab today youtube
arabstoday arabstoday arabstoday arabstoday
arabstoday arabstoday arabstoday
arabstoday
بناية النخيل - رأس النبع _ خلف السفارة الفرنسية _بيروت - لبنان
arabstoday, Arabstoday, Arabstoday