Dubai is the natural home of luxury, says Fashion TV chief

Fashion TV is set to open a high-end multi-purpose facility in an exclusive part of Dubai next month.Bosses at the organisation confirmed that Studio F will be situated at Boulevard Jumeirah Emirates Towers and will cater for 600 people.By day it will be a professional fashion studio, but at night it will transform into a restaurant, bar and VIP area with table services and sets from the world's top DJs.Speaking to tabloid!, president of Fashion TV Michel Adam said he is "very excited" to bring the new complex to the UAE."I feel that the market here is now ready for us having experienced our previous events in Dubai and Abu Dhabi. Dubai is the natural home of luxury, fashion and style and it is fitting that Fashion TV has a new home here," he was quoted as saying.With 30 high definition cameras, Studio F will be able to screen live footage from the catwalks to its 500 million viewers around the world.Fashion TV has already made its mark in the UAE, having launched F Cafe at Al Wahda Mall in Abu Dhabi last month.The company is looking to expand even further, with Mr Adams highlighting ambitious plans to open another three establishments in the near future."We are developing three other cafes in the UAE at Emirates Boulevard, Infinity Tower and Sunset Mall in Jumeirah," he added.The Fashion TV chief suggested the cafes will be like stylish versions of Starbucks - a brand that has also got a strong presence in Dubai.Leaders at the coffee giant revealed earlier this week that it has opened its 103rd store in the UAE.The new Jumeirah Beach Road Starbucks is the first drive-thru outlet in the country, which means people can grab a hot beverage without leaving their vehicle.These are just two examples of how multi-national corporations are falling over themselves to open new shops, cafes, bars and restaurants in the increasingly trendy UAE.