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Launch of MODO couture living at Culture village Dubai

07 Oct 2008

The Dhs 250m residential development promises to raise the bar for avant-garde couture living in the Gulf region. The launch of MODO is envisaged to mark a new era in the history of the real estate company, as DEC shifts its focus to avant grade couture realty solutions.

Speaking at the launch on MODO, Mr. Dheeraj Wadhawan, Managing Director, DEC, said: "Avant-garde literally means ’advance guard’, and we are proud to say that DEC has always been in the forefront of bringing new innovations, new ideas and new techniques into the realty sector. With MODO, we intend to expand the concept of couture living, taking it to a new level of style and elegance."

"The Gulf region is rapidly moving up the value chain as people look to lead more satisfying, meaningful and fulfilling lives. We see the world through the eyes of our clients, hence we seek to develop residential solutions that enrich the way people work, live, learn and play. The need today is to enhance value and create superlative luxury for the connoisseurs of comfort," he added.

MODO’s tryst with style and elegance is led by Arkiteknik International & Consulting Engineers, the Dubai-based architects of the project, and embellished by the products of fashion houses JOOP! Living and Culti. The interiors of MODO’s 47 apartments - comprising studio and one-and two-bedroom units-in the G+9 building, covering a net area of 37,000 sq feet, will feature the sense of style and passion for quality and luxury of these iconic brands. Slated for completion by 2011, the development is a unique design statement, characterised by state-of-the-art technology and featuring amenities like concierge services, facilities management, swimming pool, spa and designated car parking.

The high-end fashion products of Culti, the Italian maison, are true experiences for the senses and create an impression that they are one-of-a-kind that cannot be found elsewhere. Whether a sofa, bed, kitchen or bathroom, every detail is customised and personalised. The Culti collection includes furniture, lighting systems, objects and textiles for every room.

At Culti, a constant and an unforgiving attention to detail is a way of life. Walk into a Culti space and it’s somewhere you want to be, and also somewhere you want to invite your friends. Every piece in the collection is designed and crafted in Italy, guided by the design flair of Alessando Agrati. To choose Culti is to be aware of, and enjoy, the finer things in life.

Our alliance with DEC is our first partnership with a Middle East realty developer. Our partnership with DEC has come after a strict evaluation of their property portfolio. We are pleased to partner with a developer that shares our vision of creating a living experience that is unmatched in quality, comfort and luxury’, said Mr Sergio Rizzi, Director Arhitect & Design Division, Culti.

Commenting on JOOP’s partnership with DEC , Mr. Kristine Marqus, Managing Director JOOP Living, said; "This is JOOP’s first venture into the high end luxury residential segment. Real estate industry world-over and particularly in the Gulf is experiencing brand-extension whereby the living spaces are becoming more of lifestyle statements. This opens up a lot of opportunities for luxury brand. Though we have been receiving a lot of opportunities , we choose to tie-up with Dheeraj as we share a common passion for innovation and excellence."

JOOP! is a Hamburg-based fashion label known for its unique trendsetting sense of style, inimitable class, quality and sophistication. The JOOP! Living series includes furniture, linen and decorative accessories for every room. The array of unconventional styles and patterns of this designer collection are guaranteed to lift the entire mood of the interiors of any apartment, giving it a touch of sheer class.

DEC is a multifaceted developer and designer known for its ability to look beyond the obvious and explore alternatives. It views its projects as strategic assets that add value and offer excellent investment opportunities to both investors and end-users. DEC won the ’Developer’s Commitment to Efficient Buildings’ award at the inaugural facilities management Middle East Awards organised in Dubai by ITP Business Publishing.



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