1. Designer Living – Emaar Sets a New Trend
Emaar Pakistan’s pioneering master-planned communities have ushered in a new lifestyle concept to the country: Designer living in integrated neighbourhoods
As the country moves into a new era of economic and social growth that is powered by the riders of information technology and financial services, Pakistan’s young and upwardly-mobile population has redefined their preferences for their living environments.
The home one lives in, the office space, the community centres – all are an extension of one’s individuality. It is in this context that the master-planned communities introduced by Emaar Pakistan assume significance.
Emaar Pakistan’s path-breaking initiative of ushering in a distinctive lifestyle to the country is now a benchmark for modern community living. Discerning customers now have the option of choosing a living and workplace environment that truly reflect their personality.
The basic philosophy of Emaar in creating these dynamic neighbourhoods is to ensure integrated lifestyle environments for residents. The operative word is “integrated” with Emaar creating self-sustaining communities that feature the array of amenities that add to the quality of living.
From a modern family’s perspective, an urban lifestyle environment must feature educational institutions for the children, healthcare facilities for all, leisure and retail choices, entertainment options, fitness facilities and a sense of community living with a vibrant community centre.
Mr Steve C McCartt, Managing Director, Emaar Pakistan, says: “The world over, preferences of community living are changing. Today, driven by high purchasing power and the need for luxury living, youngsters seek convenient lifestyle options. This can be provided only through integrated lifestyle environments, which is a core competency of Emaar.”
Emaar’s “designer” communities offer all these advantages to residents. This approach of Emaar to create a new lifestyle has been one of the catalysts of the property boom in Dubai, the company’s home market. Emaar’s master-planned communities in Dubai are home to several Pakistani expatriates, who value to the convenience and luxury offered within the neighbourhood.
“Living in an integrated community means that customers, who pursue high-value, high-stress jobs, are assured of a relaxing living environment where their needs are proactively identified and taken care of,” said Mr McCartt. “For overall well-being our communities feature play areas and fitness facilities, and for families there are varied entertainment choices, hotels, community centres, schools and hospitals. These are not randomly assigned. All the amenities within our neighbourhood are carefully planned and positioned for maximizing the welfare of residents.”
Emaar is recreating the same successful “Dubai model” in Pakistan with its master-planned communities – Highlands and Canyon Views in Islamabad, and Crescent Bay in Karachi. These projects are part of a US$2.4 billion investment in the country by Emaar.
Designed by international architects, the three projects are marked by world-class build quality in an integrated setting. Emaar’s focus on quality and in creating a new lifestyle choice has earned the trust and interest of customers. The launch of Mirador villas and Prados townhouses in Canyon Views received overwhelming investor response. Homes at Crescent Bay, similarly, are poised for strong public acceptance.
The new standards of living rolled out by Emaar are now a benchmark in residential developments in Pakistan. And Emaar’s approach to Designer Living has brought to the country a vibrant lifestyle choice that appeals – both to families and trendy youngsters.