Ver­sace apart­ments com­ing up in Delhi’s posh ar­eas

Hindustan Times (Chandigarh) - Estates - - FRONT PAGE - Nam­rata Kohli let­ters@hin­dus­tan­times.com

CALLED AMARYLLIS TH­ESE SU­PER LUX­URY TOW­ERS ARE BRANDED TOW­ERS WITH IN­TE­RI­ORS DE­SIGNED BY VER­SACE HOME

There are a hand­ful of pri­vate de­vel­op­ers do­ing gated com­mu­ni­ties in Delhi and one can lit­er­ally count them on fingers.

There is one more ad­di­tion to the small list, al­beit it’s a branded apart­ment this time al­most in the heart of Delhi.

DLF Cap­i­tal Greens in Moti Na­gar, Umang Real­tech’s Win­ter Hills at Ut­tam Na­gar, DLF’s King Court at GK II are rare in­stances of pri­vate de­vel­oper build­ing gated com­mu­ni­ties with life­style ameni­ties within the city.

Any pri­vate de­vel­oper would know how daunt­ing a task it is to make an in­road into the cap­i­tal city’s “well-guarded” res­i­den­tial real es­tate ter­ri­tory, where DDA reigns as reg­u­la­tor cum de­vel­oper of Delhi real es­tate.

So the rare op­por­tu­nity for a pri­vate de­vel­oper comes when ei­ther they win the bid of a plot of land along­side metro cor­ri­dor from DMRC (like in the case of ‘Win­ter Hills’ on Dwarka More metro sta­tion) or out­right pur­chase of plot of land within the city but such oc­ca­sions are few and far be­tween.

It so hap­pened that DCM was look­ing to sell its plot of mill land on new Ro­htak road and Unity group smelt the prospect.

Unity Group is best known for its Unity One mall in Ro­hini and Janakpuri but is a di­ver­si­fied group with in­ter­ests in ho­tel, health­care es­sen­tially known for cre­at­ing com­mer­cial of­fice and re­tail build­ings in North and West Delhi ar­eas such as Ro­hini, Pi­ta­m­pura, Janakpuri, Dwarka etc.

Nar­rat­ing how the trans­ac­tion was ef­fected, Harsh Bansal, Di­rec­tor Unity group says that their Ra­jen­dra Place tower housed the cor­po­rate of­fice of DCM over two floors.

DCM was look­ing to sell this strate­gi­cally lo­cated plot of land, on new Ro­htak road near Lib­erty Cinema. Says Bansal, “DDA is still the cus­to­dian of Delhi’s real es­tate and ma­jor­ity holder.

When DCM wanted to sell the 40 acre mill land, we were ex­cited about the op­por­tu­nity be­cause it gives us a chance to de­velop some­thing in the heart of Delhi, at such a good lo­ca­tion. The plot is a clean free­hold 40 acres of con­tigu­ous land at good lo­ca­tion.”

The trans­ac­tion was set­tled at 400 crores for 27 acres of land while the balance 13 acres will be jointly de­vel­oped by the two com­pa­nies.The plan is for hav­ing 50% of the built up area for pre­mium apart­ments, 40% lux­ury and rest only 10% for su­per lux­ury branded apart­ments.

Called Amaryllis th­ese su­per lux­ury tow­ers are branded tow­ers with in­te­ri­ors de­signed by Ver­sace Home.

Th­ese Ver­sace Res­i­dences is planned to be a 45 storeyed build­ing will come in the shape of a Ver­sace gown.

Bansal re­veals that one of the achieve­ments was that they suc­ceeded in get­ting 3FAR which means with 20% ground cov­er­age, there will be enough space for green­ery and 14 acre sin­gle park.

Com­ment­ing on the part­ner­ship, Harsh Vard­han Bansal, shares- “We are de­vel­op­ing The Amaryllis with the per­spec­tive of pro­vid­ing true lux­ury liv­ing in the city. Ver­sace per­son­i­fies lux­ury with a global per­spec­tive, and their ex­cel­lence in crafts­man­ship and be­spoke in­te­ri­ors will al­low us to cre­ate the most lux­u­ri­ous, life­style res­i­dences in Delhi. We be­lieve that Ver­sace Home is best suited to help ex­pe­ri­ence the high­est in­ter­na­tional liv­ing stan­dards. Ver­sace and Unity Group have cre­ated a bridge across worlds to con­nect the best of global prac­tices and qual­ity with sen­si­tiv­ity to the In­dian real es­tate sec­tor.”

Benoy is the key ar­chi­tect for the en­tire project but Ver­sace is ad­vis­ing in the de­sign of the build­ing façade, and will be un­der­tak­ing each and ev­ery as­pect of de­sign of the com­mon ar­eas such as en­trance, lift, lobby, spa.

Th­ese branded lux­ury apart­ments will of­fer a range of unique ameni­ties that em­brace ev­ery­thing Ver­sace stands for – su­pe­rior qual­ity, con­tem­po­rary de­sign and in­no­va­tion – through a com­bi­na­tion of ul­tra­mod­ern fa­cil­i­ties with un­matched style, de­vel­oped un­der the di­rec­tion of Donatella Ver­sace.

“In­te­rior de­sign rep­re­sents a dif­fer­ent way of ex­press­ing the world of Ver­sace, by of­fer­ing a unique in­sight into the life­style the brand is renowned for.” says Jonathan Akeroyd, CEO of Gianni Ver­sace S.p.a.

“We are con­fi­dent to move for­ward with Unity Group know­ing that they have a proven track record of pro­vid­ing only the high­est stan­dard of lux­ury real es­tate and liv­ing. Ver­sace only aims for ex­cep­tional qual­ity and prides it­self on hav­ing mas­tered the art of in­te­rior de­sign through a unique, un­mis­tak­able aes­thetic.”, Akeroyd added.

Brand Ver­sace will be lend their brand name to Unity group which can even­tu­ally sell th­ese as ‘Ver­sace Res­i­dences’.

Bansal says that they have the sole mar­ket­ing rights to use Ver­sace Home brand name in the coun­try, for which they are pay­ing roy­alty. Be­sides, Unity group has com­mit­ted at least 10% of in­te­ri­ors of in­di­vid­ual units to brand Ver­sace. Each unit will be hav­ing an area of ap­prox 6,000 sq feet but the price “will be de­cided in due course”.

The lo­ca­tion is a big mar­ket­ing pitch for th­ese apart­ments. Says Govind Ag­gar­wal, Di­rec­tor, Unity Group, “The Amaryllis is lo­cated over­look­ing Cen­tral Delhi. The res­i­den­tial tow­ers will have views of Con­naught Place, Rash­tra­p­ati Bha­van, Red Fort, Jama Masjid, Lu­tyens Delhi and most of the Delhi Ridge. The Amaryllis is one of the big­gest pri­vate projects un­der de­vel­op­ment in Delhi to be con­structed in var­i­ous phases that in­clude: a Sky­walk con­nect­ing tow­ers on the 20th floor, dou­ble height en­trance lob­bies in ev­ery tower, ex­ten­sive open ar­eas, a club­house and an ar­ray of ad­di­tional lux­u­ri­ous ameni­ties.”

The con­struc­tion has al­ready started and The Amaryllis first phase will con­clude by the end of 2019.

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