Shah Rukh announces Dh8 billion project

“Taj Mahal is beautiful, but this will be nice too.” That’s how Indian movie icon Shah Rukh Khan describes the Shah Rukh Khan Boulevard, a Dh8 billion signature beachfront residential development at the picturesque Dana Island in Ras Al Khaimah, one of the seven Emirates of the UAE.

Besides 10 premium residential towers and its fair share of high-end hotels and commercial complexes, the Boulevard will also have an underwater discotheque and lounge connected by a glass tunnel, a sit-in theatre, a shopping mall, called the Shah Rukh Khan Plaza, and a public square on the beach, the first of its kind in the world.

Every time I come to the UAE, I find something new. I think the only thing that’s constant in this country is the love and affection that I get from my fans. Shah Rukh Khan

“This is the first time that I am venturing out into something which doesn’t require me to sing and dance around trees,” said Khan, 42, addressing a press conference at the Intercontinental Hotel in Dubai on Sunday.

The actor who has joined forces with the UAE’s TSA Group will work closely with celebrity Los Angles architect Tony Ashai to give shape to his vision. Rakeem is the master developer of the project, which sprawls over three million square feet.

“I am not the brand ambassador of the project and I am not endorsing it either. I kind of own it, as I have invested a lot of passion in it. I want the SRK Boulevard to be typically me – full of life and energy,” he said.

Khan said he has always had a fetish for designing houses. “I was just 15 when my father passed away and 25 when I lost my mother. I had nobody. So when I started acting, I thought I should get a proper house -- a place that I could call my own. Mannat, my house in Mumbai, is just that. It has been into a bit of a controversy lately, but it’s still my house and I am deeply attached to it. The real me is always in my home, not because it’s huge and has got extra large LCDs, but because it makes me feel whole as a person. Hopefully, the SRK Boulevard will do the same for all those who live here.”

However, Khan, who hinted at being approached by other developers in the UAE, carefully ducked questions about his stake into the venture.

“I am not much of a number cruncher, but I am positive that it will work. The Shah Rukh Khan Boulevard is my tribute to the love and affection shown by the people of the UAE to Indian cinema. My vision for the project is to make life a celebration. I have lent my name to the project and I intend to share and transfer my passion for design and living spaces into this world class community that residents will be proud of.

Earlier, Dr Khateer Massad, executive chairman, Rakeem, said Shah Rukh Khan Boulevard will enrich Dana Island and make it a special.

Shafi Toffic, President of TSA Group said it was an honour to be associated to develop a premium, resort-style community on Dana Island, Ras Al Khaimah, a fast developing tourism and lifestyle destination offering peaceful pristine surroundings.”

Tony Ashai, Principal, Ashai Design Corporation, US, whose firm is behind projects like Dubai Lifestyle City and villas for the Tiger Woods villas said: “It was a dream to work for a client who himself is a creative person. I am in touch with Shah Rukh almost on a daily basis. He is more involved in the project like no client I have ever worked before.”

The Project

Scheduled for completion in 2012, Shah Rukh Khan Boulevard will have modern residences, including specially designed studios, and one-and two-bedroom apartments and townhouses.

Besides high-end hotels and commercial complexes, the Boulevard will also have an underwater discotheque and lounge connected by a glass tunnel, a sit-in theatre, a shopping mall, called the Shah Rukh Khan Plaza, and a public square on the beach, the first of its kind in the world.
TSA Group will showcase the Shah Rukh Khan Boulevard at Cityscape Dubai 2008 running from October 6 to 9 at the Dubai International Convention Centre. The project will be featured at the stand no: ZG 20.