THE BRAND CONNECTION

The latest additions to DAMAC Properties’ portfolio, Safa One and Safa Two – with homes styled by Swiss luxury jeweller de GRISOGONO – are set to redefine the parameters of opulence

From The Sherry-Netherland Hotel in New York to the Four Seasons in Boston – both pioneers of the concept of branded residences – the idea of luxury living has evolved over the decades. While the momentum was gradual at first, the concept has caught on, with living in a branded residence now becoming highly sought-after. The aspirational lifestyle it promises the discerning few is quite unlike anything the real estate market has ever experienced. And it only continues to grow in appeal.

Amira Sajwani, Managing Director at DAMAC Properties, said: “Industry experts claim that branded residences are growing primarily because of the promise of a premium lifestyle, assuring owners or residents of a high level of service and exceptional amenities that go above and beyond traditional premium offerings.”

An attractive proposition, a branded home promises a five-star living experience. It is not merely a piece of real estate but a journey to a new way of living.

“Buying into a reputable brand means that homeowners can be assured of a high level of service, professional management of the property and a high-quality product,” she added.

Gorgeous city views from the balcony of Safa Two de GRISOGONO

A WIN-WIN PROPOSITION

A branded residence comes with a whole host of benefits not just for homeowners, but all the entities involved in the real estate transaction.

Sajwani explained: “Those looking at it as an investment can leverage the property as a potentially profitable asset, for either rental or sale. While, for developers, it is a key differentiator in an increasingly competitive real estate market, as well as a means to increase their customer base as luxury brands are known to have loyal patrons with high levels of disposable incomes.

“As for luxury brands, the rise of branded residences gives them the opportunity to earn an income from licensing fees, while strengthening their brand through expansion in a highly profitable industry such as real estate. It’s a win-win situation and will only fuel the growth of the branded residences market globally.”

International property consultant Savills, in their recent Branded Residences report, revealed that brands have spread rapidly into other global regions, particularly in Asia Pacific and the Middle East where economic growth and rising domestic wealth have supported expansion over the last decade. The United States remains the single largest country market, with almost 200 branded schemes, while Thailand and the UAE are the next biggest markets, with 42 and 39 completed schemes, respectively, as per the report’s findings.

A BEJEWELED OFFERING

While Cavalli Tower is making its mark in Dubai’s real estate market, DAMAC Properties has added yet another striking proposition to the mix with the launch of Safa One de GRISOGONO and Safa Two de GRISOGONO. The former is set to add a tropical paradise to the city’s vibrant real estate scene with its nature-inspired setting while the latter reimagines the future of luxury with a series of unique amenities. But what truly sets this project apart is the company’s partnership with the Swiss luxury watch and jewellery brand de GRISOGONO, which lends its exquisite aesthetic sensibilities to the development.

A ruby heart stands out as a unique design element of Safa Two de GRISOGONO

Gorgeous Arabian Gulf views from the balcony of Safa One de GRISOGONO

A luxuriously appointed apartment at Safa One de GRISOGONO Safa One de GRISOGONO features an artificial beach at the tower’s base

SAFA ONE DE GRISOGONO: THE NATURE OF LUXURY

Nestled in one of Dubai’s oldest and most prestigious neighbourhoods, Safa One de GRISOGONO boasts incomparable views of Safa Park and the serene Dubai Canal on one side, complete with the bustling vibe of Sheikh Zayed Road on the other. Currently taking shape, once ready, it will become a star attraction in the area, thanks to its breathtaking design, which was inspired by a masterpiece necklace created by Fawaz Gruosi, the founder of the house of de GRISOGONO.

In keeping with the greenery of Safa Park in its surroundings, the tower will be bathed in a deep emerald green colour – also a signature element of its identity. Not only does it convey the opulence of this royal hue but it also nods to the property’s symbiosis with nature as the building rises from the lush greenery of the park and resembles a tropical garden – a haven amid its urban setting. On every level, lush green terraces and hanging gardens will further reinforce the tropical theme. And it all comes together as an architectural marvel that reimagines nature with artistic finesse.

“With uncompromising views, Safa One de GRISOGONO presents an unmatched offering that is not commonplace yet. Sophisticated influences from the house of de GRISOGONO add glamour to high living, blended in comfort with nature and greenery. The property developer is excited about bringing this unique concept to the market and is confident that many will resonate with the charm and character of the tower,” explained Sajwani.

Safa One de GRISOGONO is divided into two sections, with one-, two- and three-bedroom apartments in the Luxury levels, while the Super Luxury levels will feature bedrooms ranging from two to five. Each apartment features dazzling views of the city, which homeowners can choose based on their preference for the greens of Safa Park, the calm waters of Dubai Canal or the buzz of Sheikh Zayed Road.

The epitome of luxury can be found at the crown of the tower, where residents can lose themselves in an urban tropical island featuring cascading waterfalls, exotic plants as well as the sights and sounds of birds.

While at the tower’s base, residents will get a taste of tropical life with an artificial beach, a swimming pool and a dedicated play area for junior residents.

SAFA TWO DE GRISOGONO: THE FUTURE OF LUXURY

Safa Two de GRISOGONO reimagines luxury with a unique setting that harks back to the aesthetic prowess of the premium jeweller.

Sajwani said: “A scarlet theme resonates throughout the property, which nods to an incredibly precious gem from founder Fawaz Gruosi’s collection – a 45.39-carat natural ruby ring called ‘virgin scarlet’. In keeping with the theme, the design will be illuminated in the colour red. The hue is used to convey adventure and thrill across the property, reflected in unique features that will appeal to those seeking a premium, contemporary and equipped community.”

Situated across the road from Safa One de GRISOGONO, the new tower along Sheikh Zayed Road boasts impressive views of Palm Jumeirah, Burj Al Arab Jumeirah and the Dubai Canal. It will feature studios, one-, two and three-bedroom apartments and penthouses. Designed to put residents’ comfort first, the living spaces will feature movable walls to offer flexibility not usually found in traditional homes.

Although Safa Two de GRISOGONO features two towers with over 80 floors, they will be designed as one – interlinked at the base, centre and crown by unique defining features. At its centre, its ‘ruby heart’ will stand out as a unique design element, which, opens up to residents as a floating pool on the 60th floor, promising gorgeous views over Dubai’s skyline.

Across the stunning space – in living units and public areas – extensive green elements will dot the property, giving residents the feeling of being in sync with nature, much like its sister property. At its crown, a one-of-akind Fog Forest will offer a lush landscape with manmade fog, surrounded by laser icon shows, featuring dining outlets and a majestic observation deck offering city views.

Adrenaline seekers will find a thrilling experience on one of the upper levels as an extravagant glass slide is planned to take guests from the Fog Forest to the Edge Walk. The narrow walking path will wrap around both towers at the crown, appealing to fitness enthusiasts looking to take their regimen to the next level. Those seeking relaxation will find an artificial beach on the podium level surrounded by palm trees set in a tropical ambience and an elevated glass pool.

A PROVEN FORMULA

With these upcoming projects, it is clear that branded residences will prove to be a huge success, especially in a city like Dubai whose penchant for all things luxury is well known around the world. This means that opportunities for new collaborations are always on the cards and this bodes well for developers and luxury brands looking to establish partnerships to differentiate their offerings to appeal to discerning buyers.

Finally, as the demand for such properties skyrockets, it is not just new tie-ups that will unfold, but it will also bring exciting new concepts that will further raise the standard of luxury living in the emirate, and major cities across the globe.

The epitome of luxury found in the penthouse of Safa Two de GRISOGONO A scarlet theme resonates throughout Safa Two de GRISOGONO