Fashion TV has made a real estate investment in India. This Is What It Means
The curtain rod made of wrought iron appears inconspicuous. However, wealthy connoisseurs could not have constructed them without interior designers a century ago. The rest of the world desired it after learning about how the wealthy lived. Their pursuit of the impossible has eroded the distinction between luxury and necessity over time. In the past, the wrought-iron curtain rod was associated more with style and wealth than with seclusion. No man in a million now would notice this. However, privacy used to be a luxury as well.
Today, when we watch Fashion TV in the quiet of our chambers, we don’t realise that luxuries would never become requirements if information weren’t transmitted instantly. Even our own quarters’ solitude would not have been possible. However, fashion and architecture are just as reliant on one another as they are on the instantaneous flow of information. Because both architects and fashion designers aim to produce visually pleasing, livable structures, they can both benefit greatly from one another.
Fashion TV’s recent entry into real estate in India, hence, should be seen in this larger context. In 2015, Fashion TV joined hands with Indian real estate developers to launch residential projects in Pune, Noida and Mumbai. In July, they partnered with New Modern Buildwell, a Lucknow-based builder to develop an ultra-luxury residential project in Lucknow. In Mumbai, they have tie-ups with the Nahar Group and Eiffel Developers. This is not merely a commercial act, though its true that luxury residences are in great demand, particularly from high net-worth individuals. But when fashion brands collaborate with real estate developers and architects, a much-needed social and cultural transformation is likely to happen.
Lucknow-based New Modern Buildwell Pvt. Ltd. announced its collaboration with Fashion TV to create a branded, high-end, luxury residential property. A press statement states that f-Crown would provide luxurious living, world-class comfort, and international standards inside the beautiful green surroundings of the Lucknow Hi-Tech Township, which has been sanctioned and developed by the UP Government. An estimated Rs 1,000 crore would be invested in the top themed composite residential realty project, under which f-Crown residences are being built.
“f-Crown branded homes with smart features and serene location will create an era of elevating lifestyles . Six categories of 3BHK to 5BHK homes available within the unit price range of Rs. 1.30 cr. per unit to Rs. 3.70 cr. per unit”
~ PN Misra, Founder and CMD, New Modern Buildwell Pvt. Ltd
The release said the work of f-Crown homes on site has started after all approvals in hand and the completion of the project is planned within a period of three to four years. There are six categories of 3BHK to 5BHK homes available within the unit price range of Rs. 1.30 cr. per unit to Rs. 3.70 cr. per unit. PN Misra, Founder and CMD, New Modern Buildwell Pvt. Ltd said, ” f-Crown branded homes with smart features and serene location will create an era of elevating lifestyles in Lucknow which is the sole motto of New Modern Buildwell.”
Across the world, architects and fashion designers are attempting to see how their disciplines are connected to each other. But, this is not new. The legendary French fashion designer Coco Chanel once said, “Fashion is architecture: it is a matter of proportions.”
Architecture has always inspired the work of fashion designers like Christian Dior and Gianfranco Ferré. Architects have designed accessories, art pavilions, catwalk shows, and flagship stores for fashion houses. When fashion houses and real estate developers work together, their work will be increasingly relevant to home buyers, fashion consumers and the world. Their strengths will reinforce each other.
