Loci will comprise 114 apartments offered in a choice of styles and layouts.

The concept designs have been completed for Lootah Real Estate Development’s (LRED) latest project in Dubai, following its recent tie-up with JPA Design, an award-winning multinational design company.

The partnership has kicked off with Loci – previously known as Atmosphere Residence by Lootah – a luxurious designed development offering an impressive collection of 114 apartments comprising studios, one- and two-bedroom units located at Jumeirah Village Circle (JVC).

“We wanted to create a concept which offers our customers a range of colour and style options for their apartments, so they are not choosing an empty space – they are choosing something thoughtfully designed,” Raja Alameddine, CEO of LRED tells Gulf Construction.

Alameddine and Worthington ... a key partnership.

Alameddine and Worthington ... a key partnership.

“Not only are we providing options on the styles but also the layouts. All designs are built to maximise living space and give options to shut off kitchen and sleeping spaces. The finishes are high quality, so much so that a full breakdown of materials and fittings will be available to each buyer to show the quality of products used,” he adds.

The themes of the apartments are based around three schemes:

•  Miami minimalist – which is light, bright and minimal. Users are met with shades of white in a variety of textures including a mini brick finish near the bed area. The colour is offset with yellow tones to mirror the sun and vibrancy of Miami.

•  New York Lofts – which comprises mid tones with accents of wood and expressions of aquamarine. Tiled parquet flooring runs throughout these apartments and sanitary and kitchen ware is matt black to give an elegant finish.

•  London Docks – where dark greys and black dominate to reflect the apartments that run alongside the Thames. Elegant and thoughtful use of darker tones is complemented by matt black finishings and darker wood flooring.

Home automation and smart air-conditioning is present throughout the apartments and special touches like the ability to turn transparent glass to opaque with the touch of a button adds class and privacy, Alameddine points out.

The concept design for a studio apartment at Loci.

The concept design for a studio apartment at Loci.

The project aims to offer a holistic lifestyle approach thanks to its pristine location, smart home technology and architectural grade, intelligent design by JPA Design.

LRED is one of Dubai’s leading property developers and real estate service providers dealing in master-planned, mixed-use communities, and innovative lifestyle developments and with this partnership, the company is looking to elevate its offerings in the region through contemporary-style stunning interiors, luxurious fittings and technology-infused elements that specifically address building security, sustainability, energy efficiency and occupant experience.

Lootah Real Estate Development is the pioneering real estate development arm of Lootah Holding, a family-owned conglomerate, which has already delivered over 90 buildings and 1,500 units, with many more in the pipeline.

Alameddine says LRED is in the process of enhancing its local presence and elevating the brand.

“Designing projects that appeal to the desires of our target market, that is, the Millennials and Gen Z is our utmost priority. We listen to the needs of the market, our clients and our potential customers and hence we innovate by utilising our collective expertise and range of partnerships,” he notes.

Loci apartments will be fitted out in high quality finishes, says Lootah.

Loci apartments will be fitted out in high quality finishes, says Lootah.

JPA Design’s offering of expertly combined interior and product design services has ensured the successful delivery of many luxurious projects globally across the residential, hospitality and transport sectors. From the multi-award-winning Singapore Airlines First and Business Class cabins, the entire fleet of Orient Express trains and multiple luxury residences and hospitality projects, its compelling knowledge of personal space and user experience sets the firm apart from its competitors.

Lee Worthington, Managing Director Mena, JPA Design, says: “We are continuously exploring new technologies, material advancements, production techniques and future design possibilities so as to translate Lootah Real Estate Development’s offering into compelling new customer experiences.”

A world-leader in high-end hospitality and transportation design, JPA Design has delivered projects across the globe such as residential tower projects for Emaar Properties within Dubai Creek Harbour.

“More recently, we delivered Collective & Socio Park Heights towers within Dubai Hills Estate; Taj Vivanta Signature Residence in Chennai, India; Tomlinson Heights in Singapore; ANA InterContinental Resort & Spa, Beppu, Japan; and ANA InterContinental Hotel & Apartments, Tokyo,” he adds.