Rove DOWNTOWN DUBAI
A joint venture between Emaar Properties and Meraas Holding, the new Rove brand has launched in Downtown Dubai. Words: Molly Dolan | Photography: Courtesy of Rove Downtown Dubai
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rom the group behind a number of luxury hotels accross the UAE, including The Address and Vida properties, the launch of the new Rove brand marks a move into the mid-market for Emaar Hospitality Group. Defined by simplicity and authenticity, Rove Hotels appeals to the modern nomad: a generation of travellers that roam freely, seeking out every nuance of the host city’s culture and neoteric identity. “The vision was to create a brand that was born in Dubai, and will address the new generation of traveller, without being restrictive,” explains Anne-Cecile de Chaumont, Design Manager for Rove
Hotels. “It will embrace the magic of Dubai with a crossover of cultures and present a strong sense of identity including the Emirati sense of hospitality. Trying to bring this standard into something that is contemporary and uncommon is a challenge.” The debut property champions art and the brand’s Emirati roots. Every component has been considered, from accessories to artworks, down to the welcome that guests receive from staff. “All of the stories are created around this global concept,” de Chaumont continues. “We tried to create a different sense of arrival.” With a focus on experience, the art offering presents an explorative journey.
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