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BW Businessworld

Social Dos For The Well-Heeled

Floor plans, views and zen gardens are passé. Welcome to the world of curated events, art shows and even gourmet workshops that are redefining the real estate sector today

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Luxury real estate players are going one step ahead from just offering world class amenities to offering experiences, by way of curating unique events that engage the HNIs as they bond with each other fostering a sense of community while having a memorable time.

Take for example, the Lodha Group where events are curated in partnership with world renowned names keeping in mind their jet setting occupants. In August, they had an ‘invite only’ evening dedicated to art and architecture at Lodha Altamount where Bovet watches, masters of the art of miniature paintings had a personalised display of haute horlogerie by experts flown in from Switzerland, suitably paired with canapés and champagne.

Viral Oza, CMO, Lodha Group, says, “As we delve into newer paradigms of luxury living, there is a clear understanding that our discerning buyers are always on a quest for quality products. But beyond that, it is the requirement of a luxury lifestyle and unique experiences. We  now actively curate occasions to engage the residents with experts from around the world to craft a holistic ‘all things luxury’ experience”.

With an agenda to redefine the intersections between the arts and luxury real estate, they have so far explored varied avenues such as musical nights at The World Towers, launching the art installation of Maserati’s latest model Ghibli in association with Top Gear awards. The most special one being the unveiling of India’s first Picasso masterpiece ‘La Plage, Juan-les-Pins’ at Lodha Altamount, which was followed by a series of special evenings narrating Pablo Picasso’s journey and the story behind the creation of ‘La Plage, Juan-les-Pins’.

To make their amenities come alive they have programmes running in their property Lodha Luxuria Privia such as, ‘Train like the stars with Ramona Braganza fitness training’, offering an opportunity to share the same trainer as Hollywood biggies Bradley Cooper and Jessica Alba. ‘Discover the musician in you’, helps master the instrument of choice, where musicians of repute teach the residents of all age groups to play the piano, violin, drums and guitar. By bringing the best there is in respective fields, the guests are exposed to international standard of living.

Meanwhile Oberoi Realty has tied up with Ritz Carlton as their hospitality partner for their premium project Three Sixty West. “Entertainment in luxury condominiums is of two types; passive and active. Developers make great amenities but to create a buzz in those recreational amenities is another thing. So, we decided to give that responsibility to Ritz Carlton as they have the expertise of running luxury resorts and can ensure engaging in-house activities,” says CMD Vikas Oberoi.
So, while the luxury residencies of Oberoi boast of state-of-the-art restaurants, ball rooms and even bowling alleys, they also have ongoing activities with International tie-ups given their power of reach. From getting celebrity chefs to acclaimed fitness instructors to hold classes, they keep their residents enthralled with new experiences. “We wanted activities related to our facilities so that they are utilised to the optimum, adding value to the residents who find it all within their compound and don’t need to necessarily venture out for their evening entertainment,” says Oberoi.

The clubs at the various super luxury residences in DLF5, namely The Crest and The Magnolias host an array of activities for its residents to engage with on an ongoing basis. The highly experienced marketing team has to forever think on their heels for the next big show. Aakash Ohri, Senior Executive Director, DLF5 says, “Musical evenings with renowned singers, food festivals with expert chefs, are all part of our calendar. We believe organising such events lead to a special bond amidst the residents and gives them a good networking opportunity. Such events help us to reinstate our motto of ‘Live, Work, Play’.”

The highlight this year was a golf tournament between the Delhi Dare Devils cricket team and the residents of the Crest and The Camellias, followed by an after party.

DLF conducts various engagement drives with high profile experts at their luxury properties and there is something for everyone. Bringing in fitness experts such as India’s leading holistic health guru Mickey Mehta for a talk or health experts from Ananda Spa to share ayurvedic recipes, are just among some examples. Jeeveshu Ahluwalia, the popular stand up comedian was invited at The Crest clubhouse and culinary expert- chef Noah Barnes came to hold a gourmet workshop for kids. Then there are theatrical events with eminent personalities like Amir Raza Hussain and Shabana Azmi, for the culturally evolved. The musical highlight of the year was the performance by the renowned UK brand The Magnets at The Crest clubhouse.

Adding a glamorous touch, The Crest clubhouse is often witness to several high profile fashion shows by renowned fashion designers. Of late, they had the Bollywood actress Vani Kapoor walk the ramp for designer Payal Jain.

With such an array of most sought-after shows, talks and entertainment hosted right at their doorstep, these luxury homes turn out to be the perfect islands of high living that add an edge to even the residents’ social scope.

Disclaimer: The views expressed in the article above are those of the authors' and do not necessarily represent or reflect the views of this publishing house. Unless otherwise noted, the author is writing in his/her personal capacity. They are not intended and should not be thought to represent official ideas, attitudes, or policies of any agency or institution.

Shveta Bhagat

The author is a Delhi-based freelance writer

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