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Piramal Aranya, an iconic brand and immersive experience that will change perspectives to lead the category in India and beyond.

Piramal Realty launched its ultra premium destination Piramal Aranya, in Byculla, Mumbai on Friday 17 November 2018 – a monumental brand and experience created by Brash. The launch was celebrated through the revelation of Brash’s bespoke immersion suite; a best of class, unique and fully immersive user experience that will be a game changer in the category, designed to effectively sell off plan.

John Brash, Founder and Chief Executive of Brash comments: “With India emerging as a distinctive player on the world stage in the real estate market, we had an opportunity with Piramal Aranya to redefine the category and reach new heights. We bring the brand experience to life through a state-of-the-art ‘immersion suite’ that showcases rich content, craft and the highest standards of design and execution; a true reflection of HNWI’s lives and the rich experiences that set up for success”.

The physical space of the property, the cosmopolitan spirit of the Byculla region and the natural setting of Aranya’s location meant the brand had an opportunity to offer and claim a fresh perspective. We deviated from the often pomp, flash and ostentatious ultra-premium property market style and instead build a brand on substance. Aranya, which means forest, is set in the botanic gardens and inspired a natural fluid and organic language for the brand. Spaces have been carefully considered to deliver the perfect perspective on life, making the discerning residents one with the world that surrounds them - evoking a celebration of life, family and accomplishment and re-enegising Byculla with a focal point for prosperity.

For content and execution of the immersion suite, Brash partnered with JAK studio, an award winning London architect practice and Hooper, Brash’s premium film studio to exceed expectations and deliver an unrivalled product. The launch of the immersion suite is a true testimony to Piramal Realty’s ambition to become India’s most admired and desired real estate business.

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Louvre Abu Dhabi breaks new ground for Saadiyat culture

More than a decade in the making, the Louvre Abu Dhabi officially opens today in Saadiyat Cultural District. Brash is proud to have attended the opening-day Private View, and we’ll be sharing some images from the event over the next few days.

The new museum, designed by French architect Jean Nouvel, boasts a permanent collection of over 600 works of art across 26 individual galleries. In a tweet following its inauguration, Sheikh Mohammed Bin Rashid Al Matoum wrote, “This key cultural and architectural monument is a celebration for all Arabs, bridging East and West and introducing Abu Dhabi as a bright new cultural hub.”

The Louvre’s opening is also a landmark event for Saadiyat Cultural District, marking Saadiyat’s most significant achievement yet in cultivating the arts in Abu Dhabi. Its highly anticipated opening brings the island into the fold of the world’s most respected centres for the arts and culture.

Saadiyat has become a standout cultural asset within the emirate as well as globally. 500 metres off the coast of mainland Abu Dhabi, Saadiyat weds exceptional natural beauty with rich cultural history and diversity. Its burgeoning arts and lifestyle hotspot, Saadiyat Cultural District, has garnered attention the world over, bolstering Abu Dhabi’s reputation as an international residential and tourism destination.

More than eight years ago, Brash began working with the Tourism & Development Investment Company (TDIC) to convey its role not only as a champion of tourism for the emirate, but also as a pioneer of inspiration in the region. For TDIC’s flagship development, Saadiyat, we created a brand that could capture the bold objectives of this historically ambitious project: to create a global cultural asset that would serve as a beacon for experience, exchange, and appreciation of the arts. We’re proud to have helped convert this noble brand ambition into a beautiful, tangible reality.

Louvre Abu Dhabi is located just steps away from Mamsha Al Saadiyat, a first-of-its-kind beachfront residential and retail destination in the heart of Saadiyat Cultural District. Thanks in large part to its exquisite location, Mamsha Al Saadiyat is poised to become the most sought-after residential destination on the island, bringing a life of culture to those who call it home. Building on our successes with the TDIC and Saadiyat brands, Brash will collaborate with this vibrant development to craft a brand that captures it richness of culture, diversity, and opportunity.

Louvre Abu Dhabi represents the grand ambitions of these world-class developments, and it’s only just the start. After years of curation, careful planning, and forward thinking, the museum is an iconic encapsulation of TDIC and Saadiyat’s inspired vision for a more creative, beautiful emirate, which will continue to blossom in the years to come.

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A drive to more

From June 2018, women can drive in Saudi Arabia. Crown Prince Mohammad bin Salman’s announcement has received worldwide acclaim; it’s a highly visible and symbolic moment of social reform in the Kingdom.

The bigger picture is equally interesting. While this undoubtedly means a lot for equality, it means a lot for the economy too. In terms of progress towards the nation’s 2030 vision, it’s a key step.

Consider for example these 2030 ambitions: slashing unemployment from 11.6% to 7%; boosting the ratio of women in the workforcefrom 22% to 30%.

The two go hand-in-hand, and something as essential as enabling women to drive to work without having to pay for a personal driver is the kind of underlying change likely to generate the momentum they need. Naturally everything from the price of oil to the level of FDI will continue to shape the macro-economic picture, but nations rarely get to where they want to go without also inspiring a sense of pride and empowerment in their citizens. It’s in this context that this decree has real resonance.

Of course, for Saudi women, being able to get behind the wheel and ‘just drive’ will be a great moment. For KSA as a nation though, that drive is also to somewhere truly meaningful.

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