Jamie Oliver signs global design partnership deal with Dubai's Leisurecorp
UAE. Leisurecorp has unveiled a world-first culinary partnership with the British celebrity chef and campaigner Jamie Oliver which will see him for the first time design kitchens in homes and also open his first two restaurants in the Middle East, both at the Water neighbourhood of Jumeirah Golf Estates.
The announcement, made by Jamie Oliver to mark the sales launch of Water neighbourhood properties, marks the most extensive partnership deal between a real estate developer and a chef.
Working in partnership with luxury brand Poggenpohl, Jamie Oliver has set out to design his perfect kitchen space, encouraging interaction and entertaining, while fitting the spacious open plan designs of the Water properties.
Fully equipped with all kitchen essentials and Miele appliances, the kitchens feature a dedicated prep counter, oversized feature fridge and multi-purpose island.
The two restaurants - Jamie’s Italian and an innovative new BBQ concept – will be located in the Water neighbourhood’s Life Centre, an expansive leisure and entertainment facility to service the properties that will also feature landscaped gardens, numerous pools, a flow river, an 18-hole putting course, gym and fitness centre and luxury hotel.
In addition, Jamie Oliver will create the Middle East’s first ‘Kitchen Library’ – a lending space for all culinary equipment and cookbooks for budding chefs – and a new ‘Grab and Go’ retail concept will provide nutritious, delicious meals for residents to enjoy at home.
Jamie Oliver commented: “I'm really excited to be working in Dubai, particularly with Leisurecorp and Poggenpohl who have allowed me to express myself through these fantastic kitchens which I hope will inspire people to cook good food and entertain. Friends and family round the table is one of the things that I'm passionate about and these kitchens will offer the perfect opportunity to get into cooking and have fun.
"As for the restaurants, what an amazing place to open my first international Jamie's Italian. In the UK, people really love the high-quality, affordable, and authentic Italian food and I know it will be the same in Dubai. The BBQ restaurant will be a new concept and it's something that we'll be developing over the next few months. Again, I'm really excited about it.”
Alan Rogers, Group CEO of Jumeirah Golf Estates’s owner Leisurecorp, said: “We do not believe anyone has ever created such a wide-ranging and innovative culinary partnership or that such a well known chef has designed kitchens for properties in a residential development, so we’re obviously delighted to have Jamie Oliver on board.
“This is not an endorsement deal. Jamie has spent an extensive amount of time working with Poggenpohl in designing these kitchens and has been intimately involved in the entire process, pouring his passion for cooking as a social experience into the design.
Water will offer its residents the opportunity to sample the cooking that has made Jamie famous around the world and his passion for nutritious and general wellbeing fits perfectly with the values of Leisurecorp and the ethos of the Life Centre.”
The Water neighbourhood will contain a mix of villas, townhouses and apartments, all fitted with Jamie Oliver-designed kitchens. In addition to the Life Centre, the facilities on offer will include the spectacular Vijay Singh-designed championship golf course and The Chris Evert Tennis Centre.
The Water course is one of four elementally-inspired courses being developed at Jumeirah Golf Estates, and will be ready for play by the end of 2011.
From 2009, Jumeirah Golf Estates will host the inaugural Dubai World Championship, the richest golf tournament in the world, and will also become the home of The European Tour’s International Headquarters.
Alan Rogers added: “Jumeirah Golf Estates will be a great place to live. Buyers were initially drawn to the wide open spaces that surround the homes and the signature golf course designers. Having Greg Norman design your back yard is always going to be appealing.
But through working with the very best contractors, respected ‘names’ such as Jamie Oliver and Vijay Singh, and by creating partnerships with high class brands such as Bang & Olufsen, B&B Italia, and Poggenpohl we have also developed a strong reputation for quality.
“In the past twelve months, Leisurecorp has also achieved some extraordinary accomplishments, which have propelled Jumeirah Golf Estates into the global spotlight and firmly secured its reputation as one of the most sought after luxury golf residential developments in the world. We anticipate incredible demand at the sales launch of the Water neighbourhood.”