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Celebration of architectural heritage at l’Armonial site


On Thursday, June 2, 2011, Greenstone Real Estate Developers affiliated to Johnny R Saadé Holdings celebrated the coming-out of the ground of l’Armonial, a high-rise luxury residential building located in Achrafieh’s posh Abdel Wahab El Inglizi Street.

This event took place on the construction site of L’Armonial gathering more than 150 selected VIP guests among which clients, media partners and real estate professionals.

“We are glad to have you among us today to celebrate l’Armonial’s coming-out of the ground in the shadow of its old facade” announced Karim J. Saade, General-manager of Greenstone.
“We have chosen the most difficult path by combining real estate development and heritage preservation”

During the ceremony, Greenstone’s team provided a detailed explanation of the building’s concept, and invited attendees to visit both L’Armonial’s entrance lobby, designed by the French interior architect Joseph Dirand, as well as the nearly completed swimming pool.

Signature of the old façade was also a great moment, during which guests wrote supporting messages towards preservation.

While addressing guests, Saade stressed on the importance of corporate responsibility when dealing with real estate development, especially when it comes to lebanon’s architectural heritage and identity. Referring to the role played by preservation organizations and NGOs, Saade encouraged them to “go beyond the logic of denunciation by being part of tangible initiatives, only possible by working hand in hand with the private sector"

Karim J.Saade also paid tribute to efforts undertaken by Lebanese Minister of Culture Salim Wardy, commending his "brave decisions (...) and the reinforcement of preservation initiatives against the massive destruction of traditional buildings”

L’Armonial, whose completion is scheduled for next year, is a showcase that preservation is a very much winning option It paves the way for a new real estate approach where profit and corporate responsibility towards Lebanon’s heritage meet.

Greenstone Real estate Developers is the real estate arm of Johnny R.Saade Holdings. Based in Beirut (Lebanon), it is specialized in the development of high-end residential buildings.


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