The Hoxton is set to make its debut in the Middle East with the signing of a 230-room hotel in Dubai Media City.
Ennismore is developing The Hoxton, Dubai Media City in partnership with regional developer Select Group, marking the lifestyle brand’s first property in the United Arab Emirates.
The project will involve a multi-million-dirham transformation of an existing building, with interiors led by Ennismore’s in-house AIME Studios.
The design will combine The Hoxton’s established residential-style approach with references to the character and creative community of Dubai Media City.
The hotel will comprise 230 guestrooms alongside a substantial food, beverage and social offer.
Paris Society will oversee the hotel’s restaurant and bar concepts.
Among the new openings will be Onaka, a Japanese handroll bar developed in collaboration with French restaurateur Moïse Sfez.
Bleachers will operate as a social sports bar inspired by gameday culture.
The hotel will also introduce Il Bambini Club, Paris Society’s Italian trattoria concept, alongside Tope, The Hoxton’s established rooftop format serving Mexican-inspired dishes and cocktails.
The lobby will provide an additional all-day social space, hosting local collaborations, pop-ups and cultural events alongside its food and drink offer.
A major element of the project will be The Hoxton’s first-ever wellness club.
Designed for both hotel guests and local members, the facility will include a large gym floor, movement studios, spa treatment rooms, contrast therapy facilities and a members’ lounge.
Beaum, a healthy café concept, will form part of the wellness club and extend its focus on fitness, recovery and social connection into the food and beverage offer.
Israr Liaqat, Group CEO of Select Group, said: “Wellness and wellbeing sit at the heart of everything we build, from the residences we design to the communities that grow around them.
“Bringing that same philosophy into our hospitality portfolio through The Hoxton, Dubai Media City, is a natural next step for Select Group, and a reflection of the ethos we carry across every part of our business.
“Partnering with Ennismore lets us bring The Hoxton’s community spirit to Dubai Media City, and we’re proud that our approach to wellness will come to life here as the brand’s first wellness club anywhere in the world.”
Louis Abboud, Group Chief Growth Officer and COO of IMEAT & APAC at Ennismore, said: “The Hoxton began as a single hotel in East London and helped redefine lobby culture.
“Since then, it’s grown into a globally loved brand, with hotels across Europe and the Americas, with exciting new signings in Asia Pacific.
“Dubai has long been on our wish list as one of the world’s most dynamic hospitality destinations, and we’ve always felt The Hoxton, with its strong sense of purpose and community, would bring something fresh to a neighbourhood already brimming with creativity.
“I’m incredibly proud that Dubai will be home to the brand’s first hotel in the UAE and the wider Middle East – as well as home to the first Hoxton wellness club, creating a new flagship property for Ennismore in the region.”
Dubai Media City was selected for its concentration of media, technology and creative businesses and its proximity to destinations including Dubai Marina, Palm Jumeirah and Jumeirah Lake Towers.
The Hoxton currently operates 19 hotels across the UK, Europe and the US, with further developments planned in destinations including Melbourne, Oslo, Nashville, Mexico City and Bengaluru.
Ennismore now operates more than 70 hotels and resorts across the Middle East, Turkey and North Africa, representing more than 23,000 rooms.
Its regional pipeline includes Mondrian Abu Dhabi, Rixos Dubai Islands, SLS Jeddah and Mama Shelter Cape Town.
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