IT'S EASY TO SEE WHY DUBAI - a land of sun, sand and shopping - is developing a reputation as a playground for the rich and famous.
Piercing the blue sky of this emirate - one of seven that make up the United Arab Emirates (UAE) - are properties that take luxury living to a new level. Last October, 144 apartments went on sale there, and within a week more than half had sold at prices rumoured to be more than US$5 million - even though the new owners won't be able to move in until the end of this year.
'They were snapped up,' says Gabriella de Biase, media manager for the home furnishings line of the Italian luxury fashion house owned by Giorgio Armani. 'The buyers were crowding the showroom, waving cheques,' she says in Tokyo at the opening of the new Armani Ginza Tower.
These are no ordinary apartments, not even ordinary luxury apartments. In the first place, they are in the lower reaches, the 9th to 16th floor, of the Burj Tower, which, when completed, will be the world's tallest building at 189 storeys. More to the point these are Armani apartments, designed and furnished by the style guru. 'I think people are attracted by the prospect of living within the world's tallest building,' Armani tells Style.
The designer says he follows the same principles in interior design as he does for his clothes. 'Clothing should not overwhelm the character of the wearer and that is why my collections are simple and elegant. For interior design I follow the same philosophy - my furniture and furnishings are intended to provide beautiful pieces which do not shout for attention.'
Armani and other fashion houses are moving rapidly into other lines, such as furnishing, spas and property. In the not too distant future, you will be able to leave your Armani apartment in Dubai, fly on an Armani jetliner to Hong Kong, relax at an Armani Spa, and fly to Tokyo where you can stay in an Armani brand hotel, never having to leave the warm embrace of your favourite designer.