LIVING THE HIGH LIFE

DAMAC’s flagship project in Europe, DAMAC Tower Nine Elms, with interiors designed by Versace, is making a mark on London’s real estate scene

Central London’s last remaining industrial district has undergone a massive transformation in the last few years. The vibrant neighbourhood, known as Nine Elms, between Vauxhall and Battersea is now an up-and-coming residential and business quarter in the heart of the city. And it’s also the location of DAMAC’s flagship project in Europe.

Set on London’s South Bank, DAMAC Tower Nine Elms London is one of the latest skyline fixtures driving the area’s rapid regeneration. Based in London’s prime Zone 1 location, DAMAC Tower Nine Elms features 360 luxury residences with options for studios, one-, two- and three-bedroom apartments as well as penthouse suites. The development boasts 8,010 square feet of communal gardens, four levels of commercial spaces and world-class amenities.

But what truly sets this project apart is DAMAC’s partnership with Italian luxury fashion label Versace. The two powerhouses joined forces to bring the refreshing concept of branded residences to London’s real estate market with this iconic twin tower development.

THE GOLD STANDARD IN LUXURY LIVING

“Personally, I have always found that Versace’s identity, inspired by their medusa motif, has no match,” said Maan Manna, Senior Vice President – Projects at DAMAC Properties. “People love the brand for its iconic creations, from fashion to furniture and accessories. And working with a luxury label like Versace gives us a strong selling point, not only with our current customer base, but it also helps us attract new clientele.”

Manna also pointed out that working with a well-established brand comes with a unique set of advantages. “Not only does the brand give the project a reputed name but you can feel the difference – the signature touches of the brand – in the smallest of details. Of course, any construction project follows certain quality standards and benchmarks, but when it’s a branded development, it goes above and beyond those standards, taking care of the meticulous details that can otherwise be overlooked.

“For example, when you enter a hotel, your initial response is influenced by what you see, hear, touch and smell. It’s the same with a branded residence – it makes the right first impression.”

With its striking glass façade, DAMAC Tower Nine Elms conveys that this is the home of luxury living. While twin tower projects are quite common in the Middle East, Manna points out that the concept is relatively new to the European market and it instantly stands out from the other towers in the area.

Venture inside and guests will find that the property completely redefines the idea of living in luxury. “The attention to detail with which the tower is designed, you can truly feel the difference from the moment you step in. You instantly feel like you’re entering a world that is so unique from what you’re used to.

“Let’s start with how you arrive. Located in the heart of London, the infrastructure around the tower serves the area well. So you may choose to arrive by tube, bus, a car lift or your private car and still enjoy easy access to the tower.

“When you enter the tower, the state-of-the-art luxury entrance greets you and this is where you start to feel the brand. High-speed elevators offer easy access to your unit with security and privacy, while the valet parking services and concierge desks at reception exist to serve customers’ needs.

“Moving on to the amenities floor, residents will find a lounge, fully furnished by Versace, and an outdoor terrace to enjoy the good weather in summer. There is a host of wellness facilities, including a sauna, steam room, an ice machine, a well-equipped gym, a Jacuzzi and a beautiful swimming pool with unsurpassed views. There is also a dedicated space for children.

“Then, of course, is the unit itself, beautifully furnished by Versace and fitted with the best appliances. Within the unit, residents have access to their very own gardens, as each unit, from studios to the penthouse, comprises a shaded balcony that can be enjoyed all year round. Truly, it ticks all the boxes!”

OVERCOMING CHALLENGES

Completing a project of this magnitude is never without its fair share of challenges; however, Manna believes that everything progressed rather smoothly. “We are experts in building high rises but we are also experts in promoting our idea of luxury living. This concept – as we define it – is not something you would easily find across residential developments in London; it’s something that we introduced. Of course, there have been units furnished by brands but bringing to life a whole tower branded by a luxury label is a unique feat that we managed to achieve. I am proud of what DAMAC has accomplished outside of its geographical zone.”

Valet parking services and concierge desks at reception exist to serve residents’ needs. There is a host of wellness facilities, including a well-equipped gym

DAMAC Tower Nine Elms is set on London’s South Bank

Upon entering, the state-of-the-art luxury entrance welcomes residents

DAMAC Tower Nine Elms is set on London’s South Bank

HERE TO STAY

With the rising popularity of branded residences, DAMAC is at the forefront, bringing unique concepts to life in the region (with Cavalli Tower, Safa One de GRISOGONO and Safa Two de GRISOGONO) and further afield. And Manna believes that this is only the beginning!

“Real estate progressed traditionally from homes to low-rise buildings, which saw the addition of elevators and views from private balconies. Then came the high-rise era, which was challenging at first, but once the industry mastered it, developers started competing by adding unique architectural features to their towers. There are no limits to how creative a developer can get with the architecture of their projects, but now’s the time to bring something new to the table – something that adds greater value. And what better way to do so than by partnering with a brand?

“Of course, branded units are at a higher premium than normal. But customers are more than happy to pay that additional premium as it justifies the unique nature of a branded residence and delivers on the promise of luxury living.”