Celebrity chef Jamie Oliver has insisted that his new tie-in with Leisurecorp, Jumeirah Golf Estates Water neighbourhood, is not the industry’s latest branding exercise.
UK-based Oliver made his comments at the launch of the development last week, stating that the project was the “chance of a lifetime” for him.
Oliver told Construction Week, “Initially, when I was approached I wasn’t sure. I have a responsibility with the job that I do, so I asked (Leisurecorp) about ethics and green issues and stuff like that. This will be the only time in my life when everything we’re involved in will be the best, the greenest, and as far as I’m aware, I haven’t got any constraints or budget issues.”
Leisurecorp is currently negotiating with “all the major contractors” for construction of the neighbourhood, and will be making an announcement at the beginning of next year, the firm’s group CEO Alan Rogers said.
Construction will begin shortly after. The basic ground work has already begun.
Leisurecorp has previously launched its Earth and Fire neighbourhoods within the Jumeirah Golf Estates project. A fourth Wind neighbourhood is to follow.
A Leisurecorp spokesman said the firm does not quote contract figures, but the value of the Jumeirah Golf Estates is believed to be around US $2.17 billion (AED8 billion).
A number of sub-developers and contractors are working on the Earth and Fire neighbourhoods, including ANC Contracting and Al Naboodah Laing O’ Rourke. Each neighbourhood includes a championship golf course.
Oliver was partly responsible for designing the kitchens within the neighbourhood’s 1086 apartments, 417 villas and 97 townhouses.
The project will include two restaurants owned by Oliver within the Life Centre, a community hub which will also house the Chris Evert Tennis Academy.
The Water course was designed by former world number one Vijay Singh. From 2009, Jumeirah Golf Estates will host the inaugural Dubai World Championship, the world’s richest golf tournament.
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