Rume Magazine Issue 005 April 2024

EXPLORING HONG KONG

A TRAVEL GUIDE TO ONE OF ASIA'S MOST VIBRANT CITIES

HOW THE DYSON AIRWRAP BROKE THE INTERNET

Ding Ding

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EDITOR’S LETTER

WHAT’S NEW THIS MONTH

4 IN HONOUR OF OUR BIRTHDAY WE TAKE A TRIP DOWN MEMORY LANE RUME TURNS 2

HELLO, HONG KONG

5 WE GO INTERNATIONAL TO THE CAPTIVATING CITY OF HONG KONG

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PLAN AN EPIC GETAWAY AS THE UAE ENJOYS AN EXTENDED BREAK FOR EID AL-FITR EID ESCAPES

IS THIS DUBAI'S MOST LUXURIOUS DINING EXPERIENCE? WE SHARE OUR THOUGHTS DINNER ON THE PIER

ELROW XXL DUBAI

THE MOST COLOURFUL FESTIVAL IN HOUSE MUSIC RETURNS TO THE CITY THIS MONTH

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VIVA LA PACHA

AS ICONIC SPANISH CLUB PACHA MAKES ITS RETURN TO DUBAI WE TAKE YOU BACK THROUGH TIME

THE AIRWRAP PHENOMENON

HOW DID DYSON BREAK THE INTERNET WITH A SINGLE PRODUCT?

Welcome to a very special edition as we celebrate The Rume's second anniversary! It's been an incredible two years and as we mark this milestone, we're not only reflecting on the journey that brought us here but also eagerly anticipating the adventures that await us. In this issue, we're thrilled to whisk you away to Hong Kong. We'll guide you through the bustling streets, serene landscapes and culinary delights that make up the vibrant landscape of this

editor’s letter wishlist

dynamic city.

But that's not all – we're also diving deep into the world of Pacha, the iconic brand that has become synonymous with unparalleled nightlife experiences. From its humble beginnings to its global recognition, we trace the story of evolution, music and unforgettable nights that have made Pacha a legend in its own right. With Eid just around the corner, we couldn't miss the opportunity to share some inspiration for your short break plans. Whether you're craving a tranquil retreat or an adventurous expedition, our carefully curated list of destinations promises the perfect balance of relaxation and exploration. So, sit back, relax and join us on this exciting journey as we celebrate our second anniversary in style. We promise an issue packed with inspiration, insights and unforgettable stories that will leave you craving more. Happy reading!

SECOND SUMMER DALIAS BLAZER

CULT GAIA SIRENA CLUTCH

THE GIVING MOVEMENT BIKER SHORTS AED149 thegivingmovement.com

Elise

As I look back over the past two years, our journey at THE RUME has been nothing short of extraordinary. Born during the uncertainty of the post-pandemic life, my partner and I embarked on an ambitious project to create an e-commerce platform that would resonate deeply with individuals' personalities through carefully curated products for their personal spaces. Our first venture into this vision was a unique design-focused candle collection, embodying our belief in the importance of creating items that are more than just objects, but extensions of oneself.

The road to launching THE RUME was filled with challenges. As newcomers to the entrepreneurial world, with limited funds at our disposal, we faced the daunting task of finding the perfect suppliers to bring our dream to fruition. The journey involved countless samples, significant financial investment and over a year of meticulous testing. Yet, our persistence paid off in the form of our inaugural candle collection: Wake Up Call, Darkest Hour, Wild Side and Sweet Escape, each crafted to evoke distinct moods and atmospheres, from the zest of Italian summers to the tranquillity of a quiet night in. Our launch in April 2022 was met with an outpouring of support that exceeded our expectations, leading us down an unforeseen path towards new business opportunities. Collaborations with renowned entities like Lucia’s in Dubai, Faure La Page in Paris and a special Christmas edition candle with 25hours Hotel highlighted our brand's versatility and appeal, prompting the establishment of RUME Bespoke, a sector dedicated exclusively to brand collaborations and gifting. Throughout 2023, our work with notable brands such as HSBC, Platinum Heritage and KFC solidified our position in the B2B market. This success, however, did

2 Rume turns

In honour of our second anniversary, we take a look back at our journey from conception to current day

not deter the team from expanding the product line, introducing new offerings by the names of Liquid Disco and Floral Storm. Simultaneously, the shifting dynamics of the digital landscape brought new challenges to the forefront, underlining the necessity for a strategic pivot towards content creation.

Recognising the evolving demands of the market, we launched RUME Magazine in December 2023. This foray into digital content, with a focus on luxury lifestyle and entrepreneurship, has not only extended our brand's reach but also bolstered our growth. As we celebrate our second anniversary, we are filled with optimism for the future. Committed to staying ahead of the curve, and excited to explore the possibilities that emerging technologies present for the evolution of our brand. Reflecting on our journey from an ambitious project to a flourishing brand and content creation venture, we are reminded of the resilience, creativity and forwardthinking that have been the hallmarks of our journey. With a host of exciting plans on the horizon, we are eager to continue our path of growth and innovation, embracing the opportunities of a rapidly changing world with open arms.

HELLO,HONGKONG

Hong Kong, a vibrant metropolis where east meets west, pulses with an undeniable energy that captivates visitors they arrive. The city's towering skyscrapers,

create a stunning visual landscape that promises an

journey filled with culinary delights, cultural treasures and breath-taking views. The Hyatt Centric Victoria Harbour Hong Kong serves as a trendy and modern base for exploring the city. This chic hotel embodies Hong Kong's dynamic spirit, offering sleek design and attentive service that cater to the needs of the

savvy traveller. The hotel's rooftop pool is a standout feature, providing guests with a stylish retreat and panoramic views of the iconic Victoria Harbour. The hotel's prime location in the bustling North Point district puts guests in close proximity to a variety

of local attractions, dining options and transportation links.

The Hyatt Centric's contemporary atmosphere seamlessly blends with Hong Kong's energetic vibe, making it an ideal choice for travellers seeking a unique and immersive experience in the heart of the city. Hong Kong's dining scene is a true reflection of its diverse cultural influences and passion for food. From bustling street markets to chic rooftop restaurants, the city offers an array of culinary experiences that cater to every palate and budget. For a taste of Hong Kong's traditional cuisine, head to one of the city's many dai pai dongs, openair food stalls that

Hyatt CentricVictoria Harbour

serve up delicious and affordable dishes. These lively street food hubs are a testament to Hong Kong's vibrant food culture, offering a chance to sample local favourites like siu mai, char siu and wonton noodles.

For a more upscale dining experience, Hong Kong boasts an impressive selection of international restaurants and Michelin-starred establishments.

Yakiniku Ushio, a trendy Japanese grill restaurant, invites diners to indulge in premium Wagyu beef in a sleek and modern setting. The hands-on dining experience adds an interactive element to the meal, making it perfect for a fun night out with friends or loved ones.

Bambino, another must-visit restaurant, showcases Hong Kong's creative side with its innovative fusion of Italian and local flavours. The restaurant's signature dish, the steak tartare with artisanal chips, exemplifies the chef's commitment to combining highquality ingredients with cutting-edge techniques. Beyond its culinary offerings, Hong Kong is a city that seamlessly blends

Bambino

natural beauty with urban sophistication. A trip to Victoria Peak, one of the city's most iconic landmarks, offers a stunning panoramic view of the city's skyline and harbourfront. The historic Peak Tram, which has been ferrying visitors to the summit since 1888, is a charming and nostalgic way to experience this must-see attraction. For a deeper dive into Hong Kong's rich history and culture, a visit to the Man Mo Temple is essential. This centuries-old temple, dedicated to the Buddhist gods of literature and war, is a serene oasis amidst the city's hustle and bustle. The temple's intricate architecture, colourful sculptures and fragrant incense create a captivating atmosphere that transports visitors to another era.

As night falls, Hong Kong's vibrant energy takes on a new form in its lively bar and

nightlife scene. The trendy streets of Central and Soho are lined with chic cocktail bars, rooftop lounges and live music venues that cater to every taste and mood. Whether you're in the mood for a classic cocktail or a cutting-edge mixology creation, Hong Kong's nightlife has something to offer.

For a taste of Hong Kong's more laidback side, head to the bohemian neighbourhood of Sheung Wan. This trendy district is known for its quirky cafes, independent boutiques and street art, offering a refreshing alternative to the city's more mainstream attractions. To further immerse

including the Hong Kong Museum of Art, which houses an extensive collection of Chinese antiquities and contemporary works. The nearby Avenue of Stars, a waterfront promenade reminiscent of Hollywood's Walk of Fame, pays tribute to Hong Kong's thriving film industry and offers stunning views of the city's iconic skyline. For a glimpse into Hong Kong's colonial past, head to the Tai Kwun Centre for Heritage and Arts. This former police station and prison

yourself in Hong Kong's rich cultural tapestry, a visit to the historic Tsim Sha Tsui district is a must. This vibrant neighbourhood is home to an array of fascinating museums,

complex has been beautifully restored and transformed into a cultural hub, featuring exhibitions, performances and interactive displays that shed light on

the city's complex history. The centre’s mix of old and new architecture serves as a powerful symbol of Hong Kong's ability to evolve while preserving its unique identity. In the heart of Victoria Dockside, K11 MUSEA is a culturalretail destination that combines art, fashion and gastronomy. With its stunning architecture, contemporary art installations, highend boutiques and diverse dining options, K11 MUSEA offers an immersive, multisensory experience for fashion aficionados, art enthusiasts and those seeking a unique shopping and dining experience. As you explore Hong Kong's diverse neighbourhoods and attractions, you'll be struck by the city's ability to seamlessly blend the old and the new, the east and the west and the natural

and the urban. From the tranquil gardens of Nan Lian to the futuristic architecture of the ICC building, Hong Kong offers a kaleidoscope of experiences that will leave you inspired, energised and yearning for more.

Hong Kong is a city that truly has it all – a perfect blend of tradition and modernity, nature and urbanity, culinary delights and cultural treasures. Its cool vibe, coupled with its rich history and vibrant energy, make it a destination that appeals to travellers of all interests and backgrounds. Whether you're a foodie, a history buff, or simply seeking a unique and unforgettable city break, Hong Kong promises to exceed your expectations at every turn.

Yakiniku Ushio

Peak Tram

Monster Building

Thailand

Koh Samui by Four Seasons

Discover an oasis of luxury, stunning villas with private infinity pools nestled in lush tropical gardens, thrilling windsurfing, relaxing spa experiences and exceptional dining with captivating Thai and international flavours. With prices from AED3,800 per night, the rooms are all set against the backdrop of serene Laem Yai Bay.

fourseasons.com

Oman

Six Senses Zighy Bay

Found between Oman's mountains and a private beach, they offer luxurious villas with private pools, an award-winning spa, gourmet dining at elevated locations and a variety of activities including snorkeling and sunset cruises, from AED6,000 per night.

@sixsenseszighybay

Eid Escapes

With an extra-long weekend ahead of us, here are the best picks for short and long haul trips

Saudi Arabia

Habitas AlUla

Spend a memorable three-night Eid getaway at Habitas AlUla between 10 and 18 April, with prices from AED3,680 per night. Set in the stunning Ashar Valley, choose between a tranquil stay in a Canyon villa or a luxurious airstream, both offering daily complimentary breakfast and dinner, a spa credit of SAR 500, and daily activities amid rugged desert landscapes.

@habitasalula

Bali, Indonesia

Umana Bali

Step into a world of serene luxury at Umana Bali this Eid. With prices starting at AED7,300 per night, including breakfast and a $100 resort credit. Guests can indulge in Balinese cooking classes, rich cultural experiences, and adventurous explorations, all designed for an exhilarating, exclusive retreat. umanabali.com

Maldives

Alila Kothaifura

Escape to this resort where luxurious overwater and beach villas, superb dining, wellness indulgences and aquatic adventures blend with stunning natural beauty and contemporary elegance, all complemented by bespoke services and eco-friendly initiatives for an unforgettable experience from AED2750 per night.

alilahotels.com

Abu Dhabi, UAE

Anantara Sir Bani Yas Island Resorts

This Eid Al-Fitr, this stunnign resort offers a unique adventure on the UAE's largest natural island. From AED1,200 per night, enjoy diverse accommodations, wildlife drives, a rejuvenating Anantara Spa, historical tours, night-time adventures, and kayaking in serene mangroves, all set in a picturesque island sanctuary.

@anantarasirbaniyas

DINNER on the pier

Pierchic, the acclaimed dining destination located at the end of Jumeirah Al Qasr's private pier, is set to host its second Long Table Dinner on 24 April. Following the success of its inaugural event, this dining experience promises an evening of culinary excellence, live entertainment and unparalleled ambience. The first edition of the Long Table Dinner treated guests to a stunning setting, with the Arabian Gulf and the iconic Burj Al Arab as the backdrop. The evening began with a Champagne reception at chic bar, Onda, an extension of the pier offering breathtaking views of the sunset and the surrounding landscape. Guests were then seated at an elegantly arranged long table, where they savoured a delectable five-course Italian menu crafted by Chef Beatrice Segoni and her son, Chef Luca Crostelli. The menu showcased the chefs' mastery of simple yet luxurious ingredients, featuring dishes such as the delicate beef carpaccio, indulgent ricotta ravioli and succulent Angus tenderloin with date chutney. Live music by talented band, The Youngers, elevated the dining experience, creating an atmosphere of sophistication and conviviality.

For the upcoming second edition, Pierchic has partnered with the acclaimed Chef Saverio Sbaragli from Burj Al Arab Jumeirah, who will collaborate with Chef Beatrice Segoni to create a five-course menu titled Primavera. The menu promises to highlight the chefs' unique talents and culinary philosophies, focusing on seasonality, creativity and the finest ingredients.

At AED950 per person including wine, Pierchic's Long Table Dinner series offers a luxurious and immersive dining experience that combines exceptional cuisine, live entertainment and a stunning setting. With limited seats available, this exclusive event is an opportunity for discerning diners to indulge in an unforgettable evening of gastronomic delights and warm hospitality. As anticipation builds for the second edition of this remarkable dining series, luxury enthusiasts and food connoisseurs can look forward to an evening that celebrates the best of Dubai's culinary offerings in an intimate and sophisticated setting, all at a price that reflects the exclusivity and quality of the experience.

jumeirah.com/pierchic

GELROW XXL DUBAI

The ultimate kaleidoscope music festival experience returns to the city

et ready for one of the biggest festival experiences in Dubai as Elrow XXL – known for its vibrant and kaleidoscopic celebrations – makes its muchanticipated return. This year, the festival takes excitement to new heights with the electrifying DJ Fisher headlining, set to dazzle at the Dubai Media City Amphitheatre on 13 April. Merging a unique blend of music, art and cultural exuberance, Elrow is more than just a music event; it’s a sensory explosion of colour, sound and excitement, promising an evening filled with over-the-top decorations, enchanting costumes and thrilling confetti showers.

As the sun sets, the amphitheatre will transform into a carnival-like paradise, bursting with energy and creativity. The festival’s lineup, headlined by the globally renowned DJ Fisher, also includes powerhouse names like Eats Everything, Arielle Free, De La Swing and Toni Varga, along with a surprise special guest, ensuring a night of diverse and vibrant musical styles. This is your chance to immerse yourself in a world where beats and rhythms come to life amidst a backdrop of imaginative and awe-inspiring décor.

Tickets for this experience start at AED350, offering access to an unforgettable night where every moment is a celebration of the spirited culture of Dubai. Whether you’re a die-hard electronic music fan or just looking for a spectacular night out, Elrow XXL Dubai is the place to be. Get your tickets now and prepare to be a part of this dynamic, culturally rich celebration – a night that’s set to be the highlight of the year in Dubai’s vibrant nightlife scene. elrowdubai.com

Pacha, established in 1967 in Sitges, Spain, by Ricardo and Piti Urgell, stands as a cornerstone of global nightlife culture.

Born from a vision of freedom, happiness, and the essence of Mediterranean life, the brand quickly outgrew its local Spanish roots. The pivotal moment came with the launch of Pacha Ibiza in 1973, elevating the club to an international party icon. Located on Ibiza's vibrant shores, Pacha was instrumental in transforming the island into a worldrenowned party hub, attracting international crowds and global celebrities alike.

At the heart of Pacha's enduring appeal is its ability to innovate while staying true to its core values. The iconic twin cherries logo encapsulates the essence of luxury nightlife, symbolising indulgence and the pursuit of pleasure.

Pacha's philosophy transcends mere entertainment, aiming to create deeply resonant experiences that linger with patrons long after the night ends.

Pacha Ibiza has been a crucible for electronic music evolution,

PACHA Viva La

hosting legendary figures like David Guetta, Solomun and Carl Cox. Their ground-breaking sets have not only defined Pacha's unique sound but have also played a pivotal role in shaping the global dance music scene. The club's signature parties, including the nostalgic Flower Power and the electrifying F*** Me I’m Famous, highlight its rich musical legacy, attracting discerning partygoers and celebrities such as Leonardo DiCaprio, Paris Hilton and Elon Musk, adding an extra layer of allure to its legendary dancefloors. In 2014, Pacha expanded its global footprint to Dubai, opening a multifaceted venue in Souk Madinat Jumeirah. Despite its closure in 2016, Pacha's brief stint in Dubai left a lasting impression on the city's nightlife landscape. The brand's journey took a significant turn in October 2023, with its acquisition by Kabir Mulchandani of FIVE

Holdings for €303 million. This deal signifies a promising resurgence of Pacha in Dubai, marked by the upcoming launch of Playa Pacha beach club at JBR, signalling a new era of luxury and revelry. Pacha's story, from a modest Spanish club to a global nightlife empire, embodies the essence of cultural transformation. With over 50 years of history, the brand's narrative is far from concluded. As it enters a new chapter, Pacha remains poised to redefine the paradigms of luxury, music, and celebration, continuing its legacy as a pioneering force in the nightlife industry. This evolution

underscores not just the brand's adaptability but also its unwavering commitment to offering unparalleled nightlife experiences across the globe.

@playapachadubai

In the digital age, few products capture the collective imagination with the verve and velocity exhibited by the Dyson Airwrap. Its ascendancy to viral fame stands as a testament to the power of innovation, strategic marketing, and the unyielding force of social media.

The inception of the Airwrap created a new era in hair styling. Dyson, a brand synonymous with ground-breaking technology, ventured into the beauty domain with a proposition that was as audacious as it was innovative.

The Airwrap promised to style hair without subjecting it to extreme heat. This promise alone piqued the curiosity of beauty aficionados and

sceptics alike.

Social media platforms, particularly TikTok and Instagram, became the platforms within which the Airwrap's fame was forged. Users across the globe took to these platforms to showcase the device's prowess. From luscious curls to sleek, smooth finishes, the transformations were both compelling and covetable. It was not merely the results that captivated audiences but the process itself. The Airwrap employs the Coanda effect, wrapping hair around the barrel, styling it with air rather than extreme heat. This novel approach became a spectacle, drawing viewers into the wonder of air-powered styling. Dyson's adeptness at harnessing the power of

influencer partnerships played a pivotal role in amplifying the Airwrap's presence. By aligning with influencers whose followers trust their judgement, Dyson ensured authentic endorsements that resonated with potential buyers. This strategy, coupled with usergenerated content, created a buzz that transcended mere advertisement. It fostered a community of enthusiasts, eager to share their experiences and tips. The virality of the Airwrap was not without its challenges. High demand led to stock shortages, a testament to its desirability. Yet, Dyson navigated these challenges with grace, reinforcing the brand's commitment

The Airwrap Phenomenon

How Dyson took the internet by storm

to innovation and customer satisfaction. Critiques and praises alike have been part of the Airwrap's journey. Dyson has welcomed feedback, viewing it as an invaluable resource for continual improvement. This openness to dialogue underscores the brand's dedication to evolving in response to growing consumer needs. The Airwrap's ascent to viral fame encapsulates the intersection of development, strategic marketing and the undeniable spirit of community that defines the digital era. It stands as a playbook of how products can transcend their physical utility, becoming phenomena that capture the zeitgeist of their time. dyson.ae