SRK Launches $2.1 Billion Boulevard in U.A.E.

The development project, a tribute by ‘King Khan’ in response to the love and affection shown by the people of the U.A.E. to Indian cinema, Shah Rukh Khan Boulevard will be located on the Dana Island in Ras Al Khaimah.

This is the latest in the series of endorsements and signature developments that are coming up in Dubai with names such as Brad Pitt, Boris Becker and Tiger Woods continuously doing the rounds.

Khan will work closely with Los Angeles based architect Tony Ashai in the design concept of the beachfront community comprising 10 residential towers, it was announced during a press conference here.

Announcing the project with T.S.A. Group, Shah Rukh Khan said, “Indian cinema has enjoyed strong emotional ties with the U.A.E. 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 U.A.E. to Indian cinema. 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.”

Scheduled for completion in 2012, Shah Rukh Khan Boulevard will have residences including specially designed studios, and one-and two-bedroom apartments and townhouses. It will also have beach front features piers and boardwalks besides marine sports and leisure facilities.

Shafi Toffic, President of T.S.A. 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 honor 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.”

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

Shah Rukh Khan Boulevard will be part of Dana Island, which will eventually house several hotels, a shopping centre and commercial complexes spread across 6.3 million square metres.

T.S.A. Group will showcase the boulevard at Cityscape Dubai 2008 running here from October 6 to 9. Rakeen is the master planner and development arm of the Ras Al Khaimah government in the UAE.