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Dubai’s Damac renames Versace-cobranded tower in London

Nine Elms Property Development Ltd, a subsidiary of Damac International Limited, has re-branded its premier residential project in London.

Aykon Nine Elms, the 50-storey tower with interiors by Italian fashion house Versace, has been renamed Aykon London One, in a tribute to the skyscraper tower being the only ‘one’ in central London with all 50 storeys’ interiors co-branded by a luxury designer.

The re-alignment of the project’s name coincides with the launch of a limited release of luxury units. More than 50 per cent of the first phase of release has been sold since the launch only six months ago.

Niall McLoughlin Senior Vice President, Damac Properties, said: “Evolution is a continuous process in this ever-changing environment and real estate developments are no exception to this. From the moment of inception of a project, various factors should be continuously re-assessed and evolved in line with the ever-changing dynamics of the market and trends and this is the basis that prompted our re-branding.”

He added: “By showcasing the strategic location of the development and the unique design concept of the tower, it immediately places the development at the pinnacle of its market, backed up, of course, by its unique product offering. On the one hand, the name encapsulates London’s position as the world’s most popular capital, while the name also lends itself to the architectural wonder that Aykon London One will be. We found it most fitting for the new name to mark a fresh release of units in the next exciting phase in its evolution.”

London remains a key destination for the affluent from all corners of the globe and premium properties are most sought after, evidenced by the phenomenal rise in property prices and rents in such locations.

According to the most recent Knight Frank Wealth Report, the number of ultra-high-net-worth individuals in the UK is expected to rise by 30 per cent in the next 10 years, reaffirming that luxury properties in prime locations will remain in demand for years to come.

The project is scheduled for completion in 2020, the company statement said.

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