Paramount Pictures, a name synonymous with glossy Hollywood movies and action-packed thrillers, has announced its first foray into the world of architecture. Partnering with luxury real-estate developers DAMAC Properties and Paramount Hotel & Resorts (the official licensee of Paramount), the company has released details of DAMAC Towers by Paramount, a cluster of four rippling towers in Dubai, joined by a multi-level plaza. The architectural design team comprised of DAMAC Properties' in-house interior design team and KEO International Consultants, with input and creative elements from the Paramount team.
The official announcement of the $1bn scheme was only made yesterday (6 March 2013) but construction is already underway and the immense project is due to complete in 2015. Once realised, the four waving towers will rise over 250m into the sky in the Burj Khalifa area of Dubai, an area popular with international visitors who will soon be able to enjoy unrivalled views of the world’s tallest tower from a glittering new base. In 2012 this particular area welcomed more visitors than New York City at 65 million visitors to NYC’s 52 million.
At the ITB Berlin event yesterday where the official announcement was made, Thomas van Vliet, Chief Executive Officer of Paramount Hotel & Resort, explained: “DAMAC Towers by Paramount will include a series of dynamic and sensory experiences that live up to our mantra of producing hospitality that is unmistakable, unforgettable and consequentially unmissable. The guests in our audience will be led on a journey that delights the eyes and engages the emotions. We are thrilled to be partnering with DAMAC Properties on this mega project and sharing this exciting news today.”
One of the four towers will take the form of a 540-key Paramount Hotel & Residences while the other three will include 1,400 units of DAMAC Maison-Paramount co-branded serviced hotel rooms. Bringing these three volumes together will be a multi-level skybridge encompassing various themed eateries and entertainment venues. There will also be a screening room, wellness & fitness centre, swimming facilities, a kids club and retail outlets for residents and visitors to the hotel. Owners of the Paramount Hotel & Residences units will be able to partake in a rental pool system which allows them to rent out their residences when they are out of town.
DAMAC Properties Managing Director, Ziad El Chaar, said: “The history, glamour and tradition of the movies indirectly transcend every element of the design and ethos of this aspirational project. We will employ the same, tried and tested production process, pioneered by Paramount Pictures at the studio, to direct, design and detail a world-class experience. The Paramount brand stands for more than exceptional film and entertainment: it’s an inviting lifestyle.”