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Location: The Loft
Design: Broadway Interiors

A collaboration of industry leaders, Neocasa is a platform created to showcase the very best in contemporary design. It was also created to provide a canvas for locally-established interior designers to showcase their skills.

Its debut project, The Loft, is located in Dubai’s Jumeirah Beach Residences (JBR) and was a collaboration with local design firm, Broadway Interiors. It was officially unveiled in October 2009.

Loft living is a particular passion for Chris Barnes, managing director of Broadway Interiors, he explained. “One of the things with loft living is that you try to embrace the fabric and the structure of the space that you are provided with. In the JBR towers, no two lofts are actually alike so you have to work with the space you are given. You have to embrace what is already there. You try not to conceal but to embellish,” he said.

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Barnes was invited to create a space that would reflect the styles and tastes of a modern-day executive. He also tried to infuse the design with an Arabic twist. “We tried to create a very neutral space, which is uplifted, with sensitivity, with a little bit of red. Red isn’t the easiest colour to work with; it’s got to be just right to work, but I think we have achieved that here, supported by some lovely artwork,” Barnes detailed.

“I’m a very visual person and I think some of that is reflected in what you see here. I’m also very sensitive of the fact that we are living in the Middle East and am very appreciative of the opportunities that has given me.”

The Loft, which was spearheaded by Shahriar Khodjasteh, group marketing director of Al Aqili Furnishings, features cutting-edge products from some of the biggest names in the industry. There is a Porsche Design Kitchen by Poggenpohl, with a Sub-Zero built-in refrigerator. Mirror TV’s in the bathrooms came from Ad Notam; the home automation system was supplied by Platinum Vision, contemporary furniture is by i4Mariani from Italy, and artwork was supplied by Hengameh Mahvi.

Technogym provided state-of-the-art fitness products.

“Our partners have become stakeholders in the concept. They are very similar to us in their attention to detail and quality, as well as their high standards of service, and they were completely committed to the project,” commented Khodjasteh.

Next page: Reflets Par Pierre Gagnaire and Christian Ghion