Teacom in Dubai is now renamed Barsha Heights
Dubai: Residents of Tecom residential and commercial development woke up on Tuesday to news that they were living in a new neighbourhood.
According to advertisements and banner flags on standards placed along neighbourhood streets, parent company Tecom Group announced it had rebranded Tecom as Barsha Heights, mirroring the better known community located across Hessa Road to the north.
Tecom Group was formerly known as TECOM Investments and is a member of Dubai Holding. The group holds 11 business communities including nearby Dubai Internet City and Dubai Academic City.
As part of the announcement, Tecom Group also named an area across Shaikh Zayed Road near Gems Wellington International School as Sufouh Gardens.
The Tecom area is bounded by Shaikh Zayed Road to the west, Hessa Road to the north and First Al Khail Road to the south.
In a statement by Tecom Group, the firm said the name change “comes as part of TECOM Group’s commitment to deliver sustainable, holistic communities and continuously enhance the environment and lifestyle through the optimisation of community relations and asset management. To this end, TECOM Community Management (TCM), an independent entity, has been created to ensure that TECOM’s communities are managed to the highest international standards and bring significant added value to investors.”
Fareed Abdul Rahman, chief commercial officer at TECOM Group, said: “The new brands will better resonate with all our stakeholders, and with the value added services of TCM, investors will be more confident in the value of their assets. I am certain that Barsha Heights and Sufouh Gardens will quickly become interwoven into the fabric of Dubai as household names and will stand out as highly attractive and vibrant communities.”
Comprising mainly Western expatriates, Tecom’s high-rise tower landscape is favoured by residents for its wide variety of hotels, eateries, watering holes and speciality shops and restaurants that cater to European and North American tastes.
Rana McColl, a UK expatriate, told Gulf News that the name change made sense given that “everyone seems to know where Barsha is next to Mall of the Emirates but few know where Tecom is”.
One former Tecom resident told Gulf News yesterday the name change “was the height of absurdity”.
Accordingly, residents quickly tweeted their reactions to the sudden change of moniker, offering a mix of reviews ranging from benign to frustrating.
Hesham Wyne posted on the Twitter hashtag #BarshaHeights, “BarshaHeights, that’s your rent up another 8%. #Forever Tecom.”
Another Twitter account calling itself Mubarak sounded unhappy at the change and posted, “Normal Dubai resident: “I live in Tecom” Fashionistas: “I live in #barshaheights“
The apparent sarcasm continued in a post by Twitter account holder ASY, who wrote, “Just read that Tecom has been renamed Barsha Heights. Woah. From average residential area, to posh and upscale with one name change.”
Twitter account holder Omar Abu Omar tweeted, “What a fancy name for a very unglamorous area.”
Tecom resident Maha Jamil also jumped on Twitter with her post, “Sick and tired of living in #Tecom, I have now moved to #BarshaHeights.”
Other social media post were a little more welcoming by residents who were pleased with the name change.
Rasha Ganem tweeted, “So I woke up this morning to news that we no longer live in TECOM. We now live in #BarshaHeights. Chic.”
A man with the Twitter handle, PK, noted, “Am I the only one who feels that #BarshaHeights has a far better sound, feel and impression — than, #Tecom ??!!”
Source:: Gulf News
Tecom residents wake up in new community
#Dubai #MyDubai #DXBplanet #LoveDubai #UAE #دبي
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