Ziad El Chaar* RIYADH – A big wave of unique construction designs has hit Saudi Arabia in the past few years and in various cities. The most prominent of these landmark constructions can be seen in the new neighborhoods of Riyadh and in King Abdullah Economic City in Makkah region, in addition to other places. The evolution in the urban construction in the Kingdom is mainly due to the large investments injected by the government and by the private sector. The Council of Saudi Chambers said the size of the market in the construction and the contracts fields is expected to reach $300 billion (SR1.12 trillion) in 2015 . The head of the contractors' committee in the Saudi Chambers Fahd bin Mohamed Al Hammadi confirmed that the construction sector is second in Saudi Arabia after the oil. The boom in construction in Saudi started years ago because of the economic prosperity, population growth and because of the market's need for projects that serves various expectations. “Historically, building designs and material in Saudi Arabia were dictated by the climate, geography and resources available, therefore the exterior and the interior of the buildings were limited by these important factors and with minor luxury and modern choices. Today, architects and civil engineers can benefit from the progress of the various industries to offer the best commercial and residential buildings. Companies are competing between each others to win international awards in this field. This competition is not limited to the offering of the best exterior design for towers and residential compounds in the Kindom. Today, offering the best in terms of interior design became a must-do for special projects. This can be achieved through the utilization of special high quality materials that translate luxurious interior design signed by the best international designers. This “competition” answers the needs of sophisticated Saudi clientele who appreciate unique international designs. Based on DAMAC Properties' experience in the Saudi market, it can be noticed that Saudis are spending more on the interior design of the residential apartments, in case they want to live in it or if they buy for investment. The interior aspects of the residential apartments became very important for clients looking for a distinguished lifestyle, for those who are looking to enjoy an infinite luxury and in the same time for those who are looking to benefit from a continuous raise in the value of the property. Based on that, there is an expected big revival of the interior design business in the Kingdom, Vice President of the Jeddah Chamber of Commerce and Industry (JCCI), Mazen Batterjee said at a press conference organized by the JCCI to announce Jeddah's second international exhibition on interior design and decoration last year DAMAC Properties is a leader in the field through its cooperation with one of the most important and reputed international brands such as Versace, Paramount and Louis Vuitton's FENDI and Trump. The Italian design house will handle the interior design of more than 100 luxury serviced hotel apartments in the 150 meters high tower “DAMAC Esclusiva” on King Fahd street in Riyadh. Based on Knight Frank's report, the FENDI signature will raise the value of the property between 25 percent and 30 percent in comparison with similar non-signed products with the same quality, size and geographical location . The House of FENDI was established in 1925 in Italy, and the business grew throughout the Thirties and Forties of last century reaching markets outside Italy. FENDI launched the ready to wear collection in 1977 and the group grew further with the launching of the home furnishing section in 1984. FENDI was the first brand to be distinguished by a special section in the national gallery of modern art in Rome in the occasion of its 60th anniversary in 1985. FENDI scored continuous success until the year 2000 when Louis Vuitton Group acquired a part of the company to become one year later its majority shareholder. FENDI celebrated its 80th anniversary in 2005 amidst a great success that was translated recently in the initiative of the restoration of “Fontana Di Trevi” in Rome, one of the most famous historical and touristic landmarks in the world. FENDI will be in charge of all interior design operation in two of DAMAC's projects: “DAMAC Esclusiva” in Riyadh and “DAMAC Residenze” in Dubai. FENDI designs will mix the ancient Eastern heritage and the beauty of the Italian craftsmanship. Starting from the tower's main lobby where the design and the colors are inspired by the color of the sand and the sea, to the details inside the apartment such as the Arabic “Mushrabiya” that FENDI re-designed and executed in a wonderful way, preserving the original beautiful shape and creating privacy for the apartment, to the “golden curtain” separating the dining room from the corridor and the wonderfully designed seats of the dining table, etc.
All this, in addition to many other details will present a touch of quality and a unique experience for the Saudi clients and will form an opportunity for the Saudi and Arab designers looking for more creativity, innovation, and who knows, maybe more cooperation with international design companies. FENDI's entrance into the Saudi market will not be restricted to DAMAC Properties only and its Saudi real estate clients. This entrance will have its positive influence in the field of design in general and the real estate interior design in particular and will open the door wide to many other international designers to come to Saudi and to Riyadh specifically. This entrance will help serving the needs in the Saudi market for high quality design in this field. In addition, the success of this pioneer project in Riyadh and the demand of Saudi investors will contribute to identifying future needs for similar projects that can be an important component in the equation of the real estate market in the near future. *The writer is managing director of DAMAC Properties
