Abu Dhabi Investment House (ADIH), which has its representative office in Bahrain, is to launch $7 billion 'Style City' projects in several countries.

The Style City concept will be implemented in Abu Dhabi, Qatar, Morocco, Tunisia and India, as part of memorandums of understanding ADIH signed on Monday with major developments in these countries.

The project seeks to attract international brand names in the style, design of fashion, jewellery, furniture and luxury living from both academic and retail aspects to create style and design hubs in select emerging markets, said ADIH managing director and board member Rashad Y Janahi.

'The first of its kind Style City concept is a mixed-use development comprising residential and retail components while focusing on fashion and style,' he told a press conference in Abu Dhabi.

Other countries, including Bahrain, may be considered for similar projects at a later stage, said Janahi.

'We are successfully implementing three projects in Bahrain - the Lagoon at Amwaj Islands, the Porta Reef at Reef Island in Manama, and the Sunset Hills at Al Areen,' he revealed.

'The total cost of these projects will cross $300 million. We have no immediate plans for other projects in Bahrain.'

The Style City will feature a grand fashion district containing premium and luxury brands in the fashion, jewellery and interior design fields; an educational district containing institutions for the same, as well as museums and exhibition centers, said Janahi.

The project will also include a residential and a leisure district with town houses, studios, luxury villas, cafes, restaurants and renowned boutique hotels and spas.

'There is such a wealth of talented young designers in the region who are traditionally drawn to cities such as London, Paris, New York and Milan to develop their skills in these very competitive markets,' said Janahi.

'We want to help provide environments where the same people can nurture their chosen profession in the world of style, design and fashion but be given the chance to stay close to the markets and consumers they serve.'

The implementation of the concept is supported through strategic partnerships and MoUs with renowned and major institutions, and it will help establish Porta Moda, Style City's commercial brand name, within select countries.

Janahi signed a MoU with Dr Hani Shammah, chief executive of Emirates International Properties (EIP), the real estate arm of Emirates International Investment Company (EIIC) in order to create Porta Moda Abu Dhabi.

He also signed two MoUs with Peter Panayiotou, acting chief executive officer at Bahrain-based Gulf Finance House (GFH), to establish Porta Moda in GFH's North African successful developments that are under way in Morocco (the Royal Ranches, Marrakech) and in Tunisia.

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