08 October 2008

TSA Group and ‘King of Indian Cinema’ launch AED 8 billion Shah Rukh Khan Boulevard on Dana Island, Ras Al Khaimah

Indian movie icon Shah Rukh Khan has joined forces with TSA Group, a major player in the UAE real estate market, to launch an AED 8 billion signature beachfront residential development in Ras Al Khaimah. Named after the superstar and with design inspirations provided by the globally acclaimed actor, Shah Rukh Khan Boulevard will be located on the picturesque Dana Island, Ras Al Khaimah, a project developed by master developer Rakeen.

Shah Rukh Khan Boulevard marks the first time that the Indian actor, regarded as the face of modern Indian cinema, has become associated with a property development. Shah Rukh Khan will work closely with the celebrity Los Angeles based architect Tony Ashai in the design concept of a world-class beachfront community comprising 10 premium residential towers and featuring a diverse range of lifestyle amenities.

The hero of all-time hits like ‘Dilwale Dulhaniya Le Jayenge’ – the longest running Indian film, ‘Kuch Kuch Hota Hai’, ‘Devdas’ and most recently, ‘Om Shanti Om’ and ‘Chak De India,’ Shah Rukh Khan is respected for the energy he has brought to movies. His natural charm and wit have endeared him to billions of fans. Having proved his mettle in theatre before storming onto the dynamic world of Bollywood, the renowned actor has won numerous awards, and also further established his versatility as a television host, film producer and singer.

Announcing the project, Shah Rukh Khan said: “Indian cinema has enjoyed strong emotional ties with the UAE and Arab cine-goers for decades. The Arab world is Hindi film industry’s strongest foreign market. Shah Rukh Khan Boulevard is my tribute to the love and affection shown by the people of the UAE to Indian cinema. I believe that residential properties must be a true reflection of the aspiration of the Arab world, and my vision for the project is to make life a celebration. I have lent my name to the project and I intend to share and transfer my passion for design and living spaces into this world class community that residents will be proud of.”

He added: “TSA Group has a strong reputation in modern community developments, and when they approached me with the project, I was impressed with two aspects: their commitment to develop a truly world-class project, and the exotic location of Dana Island in Ras Al Khaimah, which gives us the freedom of space and creativity to think afresh and come up with an innovative and invigorating living concept. Shah Rukh Khan Boulevard is all about bringing people together to live in harmony – amongst each other and with nature.”

Scheduled for completion in 2012, Shah Rukh Khan Boulevard will have modern residences including specially designed studios, and one-and two-bedroom apartments and townhouses. Master planning by an international team of designers and architects will start shortly.

Shafi Toffic, President of TSA Group said: “With a fan base of over three billion people worldwide, Shah Rukh Khan is the most successful name in the movie industry globally. It is our honour to be associated with him to develop a premium, resort-style community on Dana Island, Ras Al Khaimah, a fast developing tourism and lifestyle destination offering peaceful pristine surroundings.”

Khan’s maiden real estate venture, which has been orchestrated in conjunction with Master Planners Consultants FZ LLC, also reiterates Ras Al Khaimah’s forward-thinking philosophy of supporting the development of premium lifestyle neighbourhoods and offering an address of choice.

“Proactive legislations and progressive policies on property development and ownership have helped Ras Al Khaimah to evolve as the region’s preferred investment destination. In this we are grateful of the leadership and direction of His Highness Sheikh Saud Bin Saqr Al Qasimi, Crown Prince and Deputy Ruler of Ras Al Khaimah. Developments like Shah Rukh Khan Boulevard will help sustain growth in the property market as they bring in more variety, star power and investment. All buildings in the development will be LEED certified,” said Dr. Khater Massaad, Executive Chairman, Rakeen.

Tony Ashai, Principal, Ashai Design Corporation, USA, commented: “This project is very special to me because of Shah Rukh Khan’s involvement in the concept and design.”

Offering spectacular views of the Arabian Sea, Shah Rukh Khan Boulevard gives residents a range of lifestyle amenities including health and fitness facilities and a children’s arcade. The beachfront features piers and boardwalks, and will also be a haven for marine sports and leisure.

Shah Rukh Khan Boulevard will become part of the larger, high-quality living environment of Dana Island, which will eventually house several world-class hotels, a shopping centre and commercial complexes spread across 6.3 million square metres.

TSA Group will showcase the Shah Rukh Khan Boulevard at Cityscape Dubai 2008 running from October 6 to 9 at the Dubai International Convention Centre. The project will be featured at the stand no: ZG 20.

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