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PrimeResi Directory

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Emaar sets up shop in Harrods to sell the “Riviera of the Middle East”

Dubai-based mega-developer Emaar Properties, the firm behind the world’s incumbent tallest building, Burj Khalifa, has teamed up with Harrods Estates to promote its latest project: Dubai Creek Harbour, with its ginormous...

Dubai-based mega-developer Emaar Properties, the firm behind the world’s incumbent tallest building, Burj Khalifa, has teamed up with Harrods Estates to promote its latest project: Dubai Creek Harbour, with its ginormous centrepiece, a $1bn Tower which comes in at 2,716 feet high – a morsel taller the Burj Khalifa.

2,000 square feet of Harrods’ second floor has been devoted to showing off Emaar’s plans for Dubai until mid-August, with very snazzy scale models of Downtown Dubai – as well as upcoming developments Dubai Creek Harbour, Dubai Hills Estate and The Opera District – as the big crowdpleaser. Harrods Estates has bagged Emaar’s sales gig  in the UK.


Dubai Creek Harbour is being touted as the “Riviera of the Middle East” by marketeers, and will deliver 6.79 million square metres of residential accommodation and a total of 4,400 hotel rooms across a six square kilometre waterfront destination. The Eiffel Tower-inspired Santiago Calatrava-designed central monolith – The Tower – is billed as a new “emblem” for Dubai, and expected to cost £700m ($1bn) to build, with construction starting this year and completion due in time for the Dubai World Expo in the Summer of 2020.

Emaar’s Harrods marketing suite will be selling residential property starting from £184,135, so could be tempting for shoppers on their way to pick up a new handbag or some fresh bed linen.

Ahmad Al Matrooshi, Managing Director of Emaar Properties: “We are delighted to be undertaking a six month showcase of Emaar and our projects at Harrods forming a marketing suite within the store and the platform for our new UK sales campaign being undertaken in association with Harrods Estates. We are undertaking this London exhibition because each year growing numbers of UK home buyers, investors and tourists choose Dubai as their destination to live, invest, holiday and do business. There are now over 19,000 UK nationals who own property in Dubai and our City has over 850,000 tourist and business visitors from the UK each year, rising by 10% per annum since 2012.

“Just as Burj Khalifa serves as the centerpiece of Downtown Dubai; The Tower will position Dubai Creek Harbour as one of the most desired residential and leisure destinations in the city, providing residents and visitors with a modern and luxurious environment in which to live, work and entertain. We believe UK end user second home purchasers, investors and tourists will be fascinated by the iconic tower and drawn to this new Riviera we are creating in Dubai.”

Dubai Creek Harbour In Pictures

Read more about The Tower in Dubai Creek Harbour on PrimeResi here.

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