Ellington Properties is plugging the gap in Dubai for design-led homes, according to senior interior design manager, Laura Bielecki.
Boutique real estate developer Ellington Properties was founded in 2014 by former Emaar executive Robert Booth and has put design at the heart of its development strategy.
It has approximately 15 projects either finished or under development and 11 of them are sold out.
Former Godwin Austen Johnson designer Bielecki, who joined the developer in 2015, praised the company’s design-led approach for shaking up the emirate’s real estate market.
“There never used to be good medium-level product in the market,” she said.
“You could either go for ultra-luxury, which would always have some fashion house tied to it. But there wasn’t a good medium-range property for people who were hesitant to buy a property; one to help them make that leap and show that you don’t need to spend a fortune and that you don’t need to have Rolls-Royce finishes.”
The Dubai-based real estate developer’s approach is clearly working. Its first project was Belgravia I, handed over in May 2018, followed by Belgravia II that was handed over December the same year. Both are sold out.
Ellington Properties works with well-known studios such as Anachitect, Perkins+Will, S2, Lacasa, U+A, One Of A Kind and Roar. And Bielecki said its design commitment had not gone unnoticed in the industry.
“Most of the people living at Belgravia I are architects, interior designers and suppliers. It’s the people who didn’t want to buy in Dubai because the market wasn’t meeting their taste and design standards, those are the people moving into our buildings,” she said.
Bielecki and her in-house team of interior designers will work alongside selected interior designers and architects on the projects.
But firms looking to win work from Ellington need to demonstrate creativity and brand knowledge, she said.
“We always want to see that a company understands who we are,” she said. “I think a lot of the time, designers see the project as their own and sometimes it is hard to disconnect yourself from the project to capture and embrace the needs of the client. We love new ideas and that’s the best thing in the world, but still within the Ellington ethos.”