Dadabhai Group's $100 million West End Tower is hoping to become the new architectural, engineering and commercial landmark in the Seef area, it was revealed on Tuesday.

Mobilisation of work on the 36-floor project has already begun at the site and the piling work is to begin by the end of this month, said group chairman Mohammed Dadabhai.

The new high-end freehold commercial office development project is expected to be completed and ready for handover by the second quarter of 2011, he told a press conference at the Ritz-Carlton Bahrain Hotel and Spa on Tuesday.

'As a matter of policy, we at Dadabhai Group, begin the sale of property only after actual construction commences on the plot of land since we do not believe in marketing projects that are on paper,' said Dadabhai.

'This is to avoid the situation experienced by some investors in other Gulf countries like the UAE where the developers have not started even the preliminary work one or two years after accepting people's money.'

The Press conference was attended by managing director Shabeer Dadabhai, Habib Modara Art and Architecture chairman Habib Modara and Dadabhai Construction director Pranay Thakker.

'West End Tower has been designed as an ultra luxury office development project that would appeal to business houses that place a high premium on an exclusive ambience for conducting their business operations,' said Dadabhai.

'Hence, it is being designed to incorporate highly sophisticated infrastructure, luxurious amenities, state-of-the-art technology and the best in comfort and convenience.

'We are confident that a project of this scale will satisfy the demands of a growing but discerning customer base that is seeking a more sophisticated working environment for their business.'

As Bahrain continues to establish its reputation as an attractive business destination, West End Tower will no doubt, emerge as a focal point for regional and global conglomerates, remarked Dadabhai.

Towering at 36 floors, West End Tower is being constructed on a plot of 25,413 sq/ft and has a total built-up area of 515,558 sq/ft.

It will have 144 offices, three business centres, health club, spa, swimming pool and a multi-cuisine restaurant.

It will also include a high speed wireless broadband Internet, satellite TV, eight levels of parking for 350 cars, abundant natural lighting and a lot more.

Thakker said some of the special features of the new tower include integrated intelligent building management system, a special software allowing virtual communication between offices, and uninterrupted power supply.

'The widely known policy of the developer to begin the sale of a project only with the commencement of the actual construction has created immense trust and confidence in the minds of discerning clients,' said Pegasus Real Estate sales and business development manager Eman Almannai.

'The project has already elicited a confirmed booking of 20 per cent, and the pre-launch prices currently being offered are about 10pc lower than will be offered on the date of the launch, which will take place within a month,' she noted.

'The prices have been kept very competitive and are lower when compared to other projects within the same area. The prices range from BD140 to BD165 per square foot.

Almannai said the Dadabhai Group's other projects like Abraj Al Lulu, Crystal Heights, Juffair Skyview and Platinum Tower are all success stories.

The countdown has begun for the scheduled handover of luxury apartments at Abraj Al Lulu, the flagship freehold residential development from Pegasus Real Estate, in December this year, said Dadabhai.

'Upon opening, this iconic development comprising three imposing towers: Black Pearl, Gold and Silver, will set a new standard in luxury living in Bah