Construction begins: Schumacher Tower

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Schumacher Tower
In the high-stakes world of ‘branded architecture’, Lava has designed the Michael Schumacher Tower (one of seven to be built around the world) and construction is under way for the first tower in Abu Dhabi.

ACI Real Estate, an affiliate of Alternative Capital Investments, yesterday launched the US $272 million (AED 1 billion) Michael Schumacher Business Avenue, a 29-storey business tower located in Dubai’s Business Bay.

Michael Schumacher Business Avenue marks Phase 2 of ACI’s sports-branded real estate project.

The Niki Lauda Twin Tower was launched this month and the Boris Becker Business Tower will be launchedin February.

The design is to commemorate the 7 title won by the German driver during his Formula 1 racing career. How is that for brand equity? Having a tower built in your name just a few blocks away from the Lauda tower???!!!

Here are some pictures of the design and some more details here:

Also, I thought this may be as good as place as any to announce the new Branded Architecture project here at F1B:

Announcing the new Grace DD Commons!
DD Commons

We have big expectations for the new HQ of F1B and think that our specific branding opportunity that features Grace AND Dunkin Donuts is a real cracking idea. We’ll let you know when the HQ is outfitted with F1B gear and a T1 connection for internet access.

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