27 December, 2013: It was the legendary Parisian couturier, Christian Dior, who first said that “Haute couture is one of the last reposi-to the vision of the designer to express himself through any medium of the best available materials. Today, major fashion houses across the world have extended this medium of aesthetic expression into living spaces, a natural progression from clothing the body.
Global fashion houses such as Armani,Fendi, Versace and Hermes have extended their empires into designing living or architectural spaces. Designers find it far more iconic to put their names on everlasting pieces of property such as the Palazzo Versace Hotel in Dubai or the Bvlgari Resort in Bali.
The First Lady of Fashion in India, Neeta Lulla, believes that India has a huge potential for Designer Living Spaces. Renowned for her iconic designs in magnum opus movies such as Devdas and Jodha Akbar, the four time national award winner, has now marked her foray into designing uberluxury homes.
The Aliens Group, one of the largest luxury developers in SouthIndia, has collaborated with Neeta Lulla to design limited edition Branded Signature Homes in a plush property in Hyderabad. The project, Aliens Space Station is a US$ 300 million residential project in Hyderabad with 14 towers comprising premium residences. The triplex Penthouses/Sky Villas in this project boast of a private elevator and a swimming pool inside each apartment. The International Property Awards held in Malaysia (2013) have recognized and awarded Aliens Space Station as one of the best residential projects in India.
Branded Signature Homes, as envisioned by this collaboration, aims to revolutionize three industries: Fashion, Interiors and RealEstate. While major designers have ventured into interiors previously, this will be the first time that a top league fashion designer such as Neeta will be creating an entire line of fashion for homes in association with a top luxury developer. The idea is to allow a discerning buyer to buy a Branded Home off the-rack, the way you would buy a Patek Phillipe watch or an Aston Martin convertible. The association at a developer level is tremendously symbiotic as it allows the Branded Homes to provide a valueladen package that transcends interior design. The crème clientele of Neeta Lulla Signature Homes is given memberships to world-class golf courses, access to concierge services, a platinum access card that they can use in major 5-star hotels and spas across the world which are in association with the Aliens Group.
Hari Challa, Managing Director of the Aliens Group said “We want to create a shift in the consumer mindset from buying a property to buying a lifestyle through trusted luxury brands. Luxury Interiors and Real-Estate are synergetic businesses which when offered as a welldesigned cohesive package will allow for higher value creation for the consumer.”
Over the next few years, the Branded Homes concept will change the way people purchase a property. When you purchase a Branded Residence, you are buying into a way of life. A life where the runways of Paris or Milan enter your living room and your weekends are spent teeing away at some of the best golf courses across the world.
Elaborating on her foray into designer homes, Neeta Lulla said “Fashion is much more than selling a haute couture dress. Fashion is about selling a point of view. A point of view of elegance or creativity that people want to buy into. And that point of view can extend to homes, travel, and day to day lifestyle elements that were previously considered merely functional. My vision for the Indian fashion industry is to evolve beyond the runways of fashion weeks and create global fashion powerhouses that will position India as a force to reckon with in the realms of luxury, aesthetic expression and creativity.”
For Additional Information Visit the Website at: http://www.aliensgroup.in/
