Design for Rove Downtown, a new midscale hotel by Emaar hospitality group, draws inspiration from Dubai’s rich heritage while focusing on local art and design.
Tapping into the midscale hotel market, Rove Hotels is a new lifestyle brand launched this year by Emaar Hospitality Group, which will roll out 10 properties across Dubai by 2020. The first property is the 420-room Rove Downtown Dubai, located in the Zabeel area and adjacent to Dubai Mall and the Burj Khalifa.
The hotel integrates contemporary and urban interiors with many Arabesque features and Peter Van Wyk, senior director, hospitality development for Emaar, explains that the overall design concept was to create ‘Instagrammable moments’.
“The gap that we identified was a design-influenced middle market segment, and that’s where we started the Rove hotel concept from. We looked at all the concepts and identified that they were really not design-centric; they were there to fulfil a purpose and need more than a desire,” explains Van Wyk.
He adds: “So what we are trying to do is create a product where you have a desire to stay. It’s a product that as soon as you walk in, the first 15 seconds is going to be something that’s inspirational; that you’ll remember and want to come back or recommend to others.”
Tom Dixon pendants across the lobby and lounge, shipping containers that serve as a techno hub, Bedouin experience offered through a fabric canopy in the lounge, the industrial chic look of the Daily café, red garage doors in the meeting rooms, vibrant luggage store cubbies, Spider chandelier by Moooi for the board meeting room… are among the striking features.
Stride Treglown, a UK-based architectural consultancy, worked with Emaar Hospitality Group on the design of six new Rove Hotels. The overall design theme revolved around the idea of an uncommon Dubai, but with elements of Arabic heritage or an urban scheme, depending on the location. The Rove Downtown Dubai follows the heritage concept.
Van Wyk explains: “When we say heritage, we will not try to be stuck in the past. We will try to keep one foot in the past but look forward to the future. We’ve taken inspiration based on an ‘uncommonness of Dubai’ as the design theme. We’ve carried fabric patterns that have an Arabic reference to them. We have tented canopies in the lobby to soften the spaces down to feel more like a Majlis environment and then we’ve combined them with modern elements of Dubai, such as the concrete, cement and steel.