By Andy Sambidge
Dubai developer uses iconic luxury store in London to showcase apartments in Jeddah
Dubai's Damac Properties is using London's iconic Harrods store to showcase its luxury residences planned for Saudi Arabia.
The developer is promoting a limited release of designer residential apartments with Versace Home interiors that will occupy the higher floors of its Al Jawharah development on the Jeddah Corniche.
Damac said in a statement on Sunday that the construction of Al Jawharah was well advanced with completion slated for 2013.
Damac Properties chose Harrods to showcase the Versace inspired residences in a bid to appeal to visitors from the Gulf, who descend on London, and Harrods, at this time of the year.
"The Damac Residences with Versace Home Interiors in Jeddah will be in a class of its own. It will be one of the most glamorous and luxurious residential developments in the world," said Hussain Sajwani, chairman of Damac Properties.
Damac Properties will showcase its regional property portfolio in the London store from July 4-31.
The company said the debut of The Damac Residences with Versace Home Interiors in Jeddah will build upon the success of a similar Versace-linked venture in Beirut, which was launched last year.
Gian Giacomo Ferraris, CEO of Versace Group, said: "We are delighted to be collaborating again with Damac following the successful launch of the Damac Tower in Beirut. Versace Home will work closely with Damac to deliver an interior design project for the prestigious residences in the Al Jawharah development in Jeddah."
Harrods is internationally recognised as one of the world's premium destinations for luxury items and global fashion brands.
The store has a long tradition of playing host to celebrity signature perfume launches as well providing a venue for runway shows featuring new fashion collections by world-renowned designers.
Commenting on the launch in Harrods, Damac Properties senior vice president Niall McLoughlin said: "Harrods is the home of the fashion elite, I can think of no better place to showcase Versace branded residential apartments than Harrods."
How about showing the world that you are a responsible company and pay back your investors their money for cancelled projects?