When style becomes form


When style becomes form

Technical know-how becomes art. Besides, what could be better then owning a Bugatti?
For a select few. A very limited number of lovers of beauty. And of opulence. Of luxury and Italian style. Of French sophistication. Creativity and design. Of the purity of forms. Of perfection and the union of stone, steel and glass. United, literally, in a futuristic design that blends two worlds that may appear distant, such as architecture and engines. Looking to the future, yet remembering a prestigious past. This is the living experience concept behind 971 Ettore Bugatti, a limited group of ultra-premium seven-bedroom villas, which pay homage to the creative genius of Ettore Bugatti, the founder of the brand born more than 100 years ago in Molsheim, France, an Italian engineer, lover of art and motor enthusiast.

Residences which in every detail, interior and exterior, reflect the sinuous forms of the super sports car, and are part of Akoya Oxygen, a real estate investment of 5,109,667 m2 (55 mil- lion square feet) which includes an 18-hole golf course, the Trump World Golf Club, designed by Tiger Woods, a spa, a yoga center, an organic produce market, restaurants and a waterpark. The project, a collaboration between Bugatti – an automotive brand, but not only, recently acquired by Volkswagen - and Damac Property Development Company, a Dubai luxury construction company, combines the name of the prestigious sports car brand with 971, the international dialing code of the United Arab Emirates. Past, present and future, as the saying goes, united.

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A connection that seemed impossible yet has its motives rooted in the brand's history. In fact, as pointed out by Massimiliano Ferrari, Managing Director of Branded Goods, “Bugatti is a product that has more than 100 years of history. Carlo, the father of Ettore Bugatti, the founder of the brand, was an architect who dealt in furniture and had created a furniture line from which the idea for the Bugatti originated. Today we have reinterpreted the original vision in a very mod- ern way. In so doing we have created a home, an ultra-premium luxury collection, inspired by the past and the present." Precisely looking to the future, it represents an accomplishment with a green heart, environ- mentally friendly and sustainable, a policy which has been followed for a long time in the United Arab Emirates.

The basic idea, which is architecturally some- what reminiscent of several of the most interest- ing achievements of the American genius Frank Lloyd Wright, was to literally build a house around the Bugatti Veryzon, a masterpiece automobile, one of the most expensive and most limited ver- sions created, only 450. In such a way that it can be observed and admired, as if it were a priceless painting. And to be kept in a glass case. Which also doubles as a garage. Within the house. Which in turn becomes a work of great architecture. "The idea that prompted us to realize this project - explains Ziad El Chaar, managing direc- tor of DAMAC Properties - was the passion and love for beauty.

In addition, we know that many of the people interested in buying these villas are also lovers of the Bugatti brand, both of the automobiles and other non-automotive lines. And so we decided to give them a chance to live in the world’s first home modeled in the style and "visual" language of Bugatti, which reproduces its character and DNA. " Because each Villa Ettore 971 Bugatti, not only the single construction but everything about it, has been designed in a way to speak to the heart and mind the language of absolute beauty and total purity. A plus which celebrates the very best in all its forms.

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The New Meaning of Luxury
Interview with Mr. Niall McLoughlin, Senior Vice President – Marketing and Communications at DAMAC Holdings.

Niall McLoughlinNiall McLoughlin is a 25-year resident of the United Arab Emirates. His UAE career started with one of the largest private companies in the country, the Al-Futtaim Group, then he joined DAMAC Properties in 2007. The Marketing & Corporate Communications division is responsible for the day-to-day internal and external communications and marketing activities relating to the Company.

What is Damac’s idea of luxury?

It’s very subjective, it changes from nation to nation. It’s a cultural idea. For us it’s a concept that includes many elements as design, location, beauty, and the best you can have...

What does Bugatti mean for Damac?

Bugatti is not simply a car, it’s a piece of art. It’s pure beauty. We wanted to bring inside the house this masterpiece, to be a part of everyday life and, quite literally, surround the buyer with its charm. Bugatti Villas are part of a wider project.

Can you talk more about it?

Akoya Oxygen is a community that offers cleaner air, naturally cooler temperatures and a carefully designed master plan and road network system to reduce pollution, with dedicated spaces for bicycles and hybrids. Homes feature energy efficient materials, air conditioning, lighting and controls along with low-emission paints and solar water heating systems. Complete sustainability, which has also been adapted to our rainforest, the first of its kind in the Middle East. Housed within a spectacular sky dome, it is a living and breathing ecosystem with a dense, lush vegetation, where the rainfall nourishes the diverse range of tropical plants and trees every day.

Text Fabio Schiavo


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