Yoo Studio, the design and lifestyle brand founded by acclaimed designer Philippe Starck and property tycoon John Hitchcox, is making its Middle East debut in Dubai’s Business Bay district. The Atria is an upcoming 1.25-square-metre complex of hotel apartments, retail and residential units, the design of which is being conceptualised by Yoo Studio.

All 350 serviced apartments and 219 residential units will feature Yoo Studio’s interior designs. Co-founder John Hitchcox says prospective residents and visitors can expect a mix of classic and eclectic styles throughout.

“Two styles of apartments will be on offer: a ‘minimal’ style using clean, white space, marble, steel and clean lines, while the ‘culture’ style will feature bold designs and rich finishes,” he explains. “It’s about ‘you’... a place where you live; a place that’s about building your security, your contentment.”

While a hotel brand is yet to officially align themselves with the management of the hotel, Yoo Studio is a likely possibility, with two hotel brands in its portfolio: Yoo Collection (catering to the high-end market) and the more mainstream brand, Yoo2.

Yoo Studio is a design house that has worked with big names in design including Jade Jagger, Steve Leung and Kelly Hoppen. The company has projects in some 50 cities around the world, including Istanbul and Hong Kong. Hitchcox says the opportunity to work in Dubai was a logical one to take.

“Dubai, because it’s a new city, has had the luxury of being able to call on all the great successes from around the world and invite them here to work and we’re one of those, as are other brands. It’s a logical and easy move to make.

“We’ve had some great sell-out successes... I personally think that if you put a lot of passion and integrity into what you’re doing, [success] will come.”

Apartment sales and construction on the project both began last week, with a projected completion date for the project to be the end of 2017.