One year ago, made headlines hosting #Beyonce for a mega concert. It rightfully generated a great amount of controversy many doubting the trajectory of the hotel and its luxury positioning. Even, we at CPP took a cautious approach especially that the property opened with limited operations – some dining venues and the Spa becoming operational later in the year.
With the world facing an unprecedented crisis because of the post pandemic context (China’s dramatically slow recovery) and the 2 wars. Major destinations such as London, Paris and New York performed relatively well but, for many wealthy consumers and travellers, Dubai has been gaining ground thanks to its economic stance but also its perception as a major entertainment destination too.
After a timid start with Valentino, Graff, Orlebar Brown and Dolce&Gabbana – also opened a new store in Dubai at Atlantis The Royal, but much more confidently, with a tailor made concept that truly reflects Dubai’s positioning – not just its ‘regular’ retail selection but also an outdoor cafe and several installations for more exclusive collections such as high-jewellery and watches. Dolce&Gabbana’s takeover of the Cloud22 swimming pool deck, was followed by Louis Vuitton’s major High Jewellery exclusive event earlier this February.
Nevertheless, hosting Jennifer Lopez (#Jlo) for an exclusive private concert will NOT automatically position among Dubai’s top 5 luxury hotels, especially with established luxury players such as , and as well as the strategic new opening of by
Oliver Petcu
Atlantis The Royal Dubai
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