Looking back, forward and up

ATT SKY Level 148 Lounge-1

Emaar Properties PJSC, listed on the Dubai Financial Market, is a global property developer with a significant presence in the Middle East, North Africa and Asia. A provider of premium lifestyles through its world-class portfolio of integrated communities, the company also has proven competencies in shopping malls, retail, hospitality and leisure. Burj Khalifa, the world’s tallest building, and The Dubai Mall, the world’s largest shopping and entertainment destination, are among Emaar’s trophy developments. The company also has a strong relationship with the Lotus F1 team, which is why we at PADOCK magazine get sight of Emaar’s motorsport side.

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The Formula 1 deal

Lotus F1 and Emaar Properties signed a two-year deal last year, adding another prolific partner to its existing ones, which includes the likes of Microsoft, Unilever and The Coca-Cola Company. “We are delighted to begin this new relationship with Emaar Properties; particularly as the UAE has been a fruitful location for us on track with Kimi Raikkonen winning the 2012 Abu Dhabi Grand Prix”, noted Eric Boullier, former Team Principal of Lotus, now Racing Director of McLaren. While the financial details of such arrangements are hardly ever disclosed, it looked as though the Emaar deal might be enough to help Lotus retain their star driver Raikkonen. The “Iceman” wanted a car that can challenge for championships for the duration of the development race, and while the Enstone outfit had enjoyed a good start to the season, they’ve lost out to their big-spending rivals as the 2013 season had progressed.

With new Middle Eastern investment, it was thought, Lotus would be able to offer Raikkonen a regular paycheque and a car receiving updates from the opening race at Melbourne’s Albert Park to the season closer on Sao Paulo’s Interlagos track. But their number one driver has opted for a move to Ferrari, as the Scuderia simply has more potential and impact on the sport. Moreover, the 2014 car was designed with the input of James Allison, who was instrumental in the development of Lotus’ recent run of contenders. Although Raikkonen will leave the team at the end of the season, moving to his former employers at Ferrari, current team number two, highly-talented Frenchman Romain Grosjean, will stay at Lotus. Anyway, the deal with Emaar was definitely a move in the right direction for the team to build its profile in the Gulf region.

A sponsor like Emaar is definitely a unique and strong presence, which is exactly why a partner like that would undoubtedly benefit any Formula 1 team and the sport itself.

Stepping up

The company recently helped Dubai clinch its newest Guinness World Records title. The developer of Burj Khalifa has unveiled a one-of-a-kind, must-experience journey for every individual to the highest man-made vantage point on earth.

For the first time, Emaar is opening doors for the public to such uncharted heights with the launch of the all-new ‘At the Top, Burj Khalifa SKY.’ Here, visitors can soak up unmatched views of the city and beyond, and feel the exhilarating air from an outdoor terrace and relax in a premium lounge.

The grand unveiling of ‘At the Top, Burj Khalifa SKY’ was made even more momentous with the adjudicators of the Guinness World Records officiating Dubai’s newest tourist attraction as the ‘Highest Observation Deck’ in the world. Burj Khalifa bagged the laurel from Canton Tower in Guangzhou, China, which held the record for its observation deck at 488 metres (1,601 ft) high. The Dubai one is 555 metres (1,821 ft).

Stepping into the water

The unmatched serenity of waterfront living along the historic Dubai Creek and spectacular vistas of the city’s glistening skyline differentiate the newest residential property launch by Emaar Properties and Dubai Holding.

The two developers are marking the launch of the first luxury residential development in Dubai Creek Harbour at The Lagoons, an ambitious city of the future, located as part of the Mohammed bin Rashid City (MBR City).

Presenting the masterplan of Dubai Creek Harbour at The Lagoons, Mohamed Alabbar, Chairman of Emaar Properties, said: “The Dubai Creek is the cradle of our heritage and the lifeline that steered Dubai’s growth. Dubai Creek Residences takes residents to the very source of Dubai’s history and provides them with a modern, luxurious, living environment. The project is a true tribute to the vision of His Highness Sheikh Mohammed bin Rashid Al Maktoum, UAE Vice President and Prime Minister and Ruler of Dubai, to create a dynamic city of the future that integrates smart networks while building on the cultural heritage of our city.”

Dubai Creek Harbour at The Lagoons will also feature cultural amenities, educational facilities, healthcare centres and a wide range of leisure choices. All the key components of this world-class development are designed as inter-connected districts, around waterfronts and green boulevards. The sweeping waterfront of the project lined by retail, commercial and residential zones will be built around various central parks.

So far, so good

With a proven track-record in delivery, Emaar has handed over 37,500 residential units in Dubai and other global markets since 2001. Emaar Properties has over 690,000 square metres of recurring revenue-generating assets, and 12 hotels and resorts, with over 1,900 rooms. Today, over 60 per cent of the company’s revenues come from its shopping malls and retail, hospitality and leisure subsidiaries and international operations.

A sponsor like Emaar is definitely a unique and strong presence, which is exactly why a partner like that would undoubtedly benefit any Formula 1 team and the sport itself. Emaar is the latest Middle Eastern giant seeking to grow its brand internationally via sports branding, following in the footsteps of the likes of Etihad Airways and Qatar Airways. Emirates signed a five-year Global Partner agreement with the Formula 1 group in 2013, giving it a strong branding presence in 15 of the tournament’s 19 races last year. Etihad has been the title sponsor of the Abu Dhabi Grand Prix since the event’s inauguration in 2009. Mubadala, the strategic investment company owned by the Government of Abu Dhabi, had a sponsorship agreement with Ferrari’s F1 team from 2007 to 2010.

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