Damac Towers by Paramount scheduled for Q4 2016

While not a theme park attraction, developer says it will use colour, scent and subtle elements to give a classy movie-style experience
By Devina Divecha
Mon 26 Oct 2015 10:38 AM

Damac Towers by
Paramount, which is a cluster of four towers connected by a shared podium
consisting of the Paramount Hotel Dubai and three Damac-managed serviced
apartments by Damac Maison, is on schedule to open in quarter four of 2016,
it was reported.

Damac Properties
senior vice president Niall McLoughlin said in an interview with sister title
PMV Middle East: “We have four towers going up, 250m-high each. Three of the
towers will be Damac-managed service apartments, and one of the towers will be
the Paramount Hotel & Resorts hotel. [Within that], half will be what you’d
know as a standard hotel room inside and half will be serviced apartments
managed by Paramount Hotel & Resorts, and all four towers will share the
centre podium.”

McLoughlin
explained that the Paramount-themed experience hotel is not a theme park
attraction. He said: “It’s not in your face. The idea is that it’s not a
horse’s head under your duvet when you walk in and Marlon Brando staring back
at you off the wall. It’s more a feel and an ambience from the movies
throughout the years.”

Revealing more
about the project, McLoughlin said: “They use a lot of media-mapping, so there
will be big 30-, 40-, 50-foot screens in the lobby area, so when you walk in in
the morning, they’re using lots of yellows and greens and light in there, but
by the evening you can change the media-mapping.

“So in the
restaurant where you had breakfast you may go back in the evening, but it will
be much darker – browns and blacks and grays, creating a completely different
ambience – and they’re doing that with the scents, and they’re doing that with
the sounds as well.”

According to
McLoughlin, guests can watch any of the 3,500 movies that Paramount has
produced in over a 100 years. He said: “It’s the ambience, it’s the feel and
it’s the experience of being in that environment – that Hollywood, California
cool, rather than, ’Oh my God, I’ve stepped onto the set of Mission Impossible
4’, or, ’Oh my God, I’ve stepped onto the set of Star Trek’.

“If you think
about it, some of the people are going to be living in this project, so if it
was in your face movie-esque everywhere you went, it might be a bit tiresome
after a while. To go there for a week’s holiday would be one thing, but to live
there for five or 10 years, it would be a bit intense after a while. It’s a bit
more classic: it’s five-star classy Dubai experience –so that’s why it’s much
more about scents and feelings.”

That’s not to
say Paramount is not going to have fun with the hotel; all the staff name
badges will have nods to the film industry with titles such as directors, and
cast and crew.

McLoughlin
concluded: “They’re going to open the doors in Q4 next year. It’s going up
well, and now that summer’s over we’re at full work hours.”

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