Persian Gulf sheikdom property developers, well-known for its high-flying projects, are progressively more spinning to American and European celebrities to help sell the properties to well-off consumers.
The newest celebrity to lend his name to a development here is Hollywood star Brad Pitt, who will design a five-star hotel and resort for Zabeel Properties, a relatively new company in the lodging industry. The 800-room hotel will feature "environmentally friendly architecture," Mr. Pitt said in a prepared statement.
The actor will work with Graft LLC, an architecture firm based in Los Angeles.Mr. Pitt joins Wimbledon champion Boris Becker, fashion designer Giorgio Armani and golfers Greg Norman and Tiger Woods, among others, who have staked their reputations on helping Dubai property agents lure wealthy foreigners.
Mr. Armani's development, which includes condos and a hotel being built by Emaar Properties, will compete with Palazzo Versace, a hotel that will feature furniture and fittings selected by rival designer Donatella Versace.
"Real-estate branding involving global celebrities is here on a scale that doesn't happen in markets anywhere else," Blair Hagkull, managing director of Jones Lang LaSalle's Middle East unit, told Zawya Dow Jones. "Developers are going to huge extents to attract investors" as competition rises, he says.
Glitzy marketing that uses celebrities to sell homes and fill hotel rooms and office space is no guarantee that the developments will be successful -- and in some cases can even hint of problems ahead. A few years ago in Las Vegas, several splashy condominium projects associated with celebrities -- including Hall of Fame baseball slugger Reggie Jackson and actor George Clooney -- were canceled when it became clear that the market was overbuilt. These days, Las Vegas is one of the worst housing markets in the U.S.
