DAMAC Properties recently announced a major regional strategic tie-up with luxury global brand FENDI, to provide interior designs on projects in Riyadh and Dubai. The largest private luxury developer in the Middle East revealed details of DAMAC Esclusiva Luxury Serviced Apartments, a 150 meter high tower overlooking the Kingdom Tower in Riyadh, which will provide refined luxurious interiors by the Italian fashion house for more than 100 luxury serviced apartments. The two companies will also partner on the interiors for exclusive private apartments in DAMAC Residenze in the Dubai Marina. The concept of continuity between building and interior space guides the ventures. The two projects are not only furnished with distinctive pieces from the FENDI Casa collection: the whole of the interior design is conceived by FENDI. The state-of-the-art projects, which are currently under construction and set to be completed in 2016, will provide the highest standards of refinement. “DAMAC Properties is thrilled to be working with FENDI to take the standards of luxury home living in the Middle East to a new level,” said Hussain Sajwani, Chairman, DAMAC Properties. “Together we can bring an experience to the market which the region is yet to see. It is a perfect synergy between two visionary companies looking to reach the pinnacle of luxury living.” “DAMAC Esclusiva Luxury Serviced Apartments in Riyadh are being made available by invitation and pre-approval to a limited number of VIP's only, reflecting the quality and refinement on offer. We believe these will be the most desirable serviced apartments available anywhere in the Middle East,” he added. “FENDI is a luxury house, based on the fearless exploration and experimentation of luxury handicraft and strong appreciation of sophisticated materials. The Riyadh and Dubai projects are a perfect example of our poly-sensorial, three-dimensional approach to making beautiful things,” said FENDI Chairman and CEO Pietro Beccari. Sajwani was joined at the launch Carla Fendi, Honorary President of FENDI and the Italian Ambassador to the UAE, Giorgio Starace, at a press conference in the Dubai International Financial Centre. “The partnership between DAMAC Properties and FENDI marks an important step forward in the growth of ‘Made in Italy' in the United Arab Emirates,” said Starace. “FENDI is an iconic Italian brand, loved across the world for quality and style. With its sophisticated, top-level quality standards it will contribute remarkably to spread the most exclusive Italian luxury tradition in the UAE. The two magnificent projects that FENDI and DAMAC Properties will develop in the Kingdom of Saudi Arabia and the UAE reflect a clear trend of ‘Made in Italy' abroad, especially in this country, a successful trend which is more and more oriented at targeting the highest echelons of the market, offering top level products that represent the best of Italian culture, tradition and know-how.” — SG
