Ennismore just confirmed what the industry’s been expecting for a while, The Hoxton is finally landing in the Middle East, and it’s picking one of the most interesting corners of Dubai to do it.
The Hoxton Dubai Media City marks the brand’s first UAE property, a joint venture with local developer Select Group. It’s a significant signing, not just for the brand but for Ennismore’s wider regional ambitions, this becomes their new flagship in the Middle East.
Expect 230 rooms designed by Ennismore’s in-house studio AIME, built around the brand’s usual formula of layered, residential-feeling interiors rather than anything that reads as corporate hotel design. But the real headline here is the wellness club, a global first for The Hoxton.
Think a proper gym floor, movement studios, spa treatment rooms, contrast therapy, and a members’ lounge, plus a healthy café concept called Beaum tied into it. It’s designed to pull in locals as much as guests, which fits the brand’s whole open-house ethos.
Food and drink is being handled by PARIS SOCIETY, and there are two new concepts debuting alongside it, a Japanese handroll bar from French restaurateur Moïse Sfez, and Bleachers, a sports bar leaning into gameday culture.
Familiar names are along for the ride too, Il Bambini Club and rooftop favourite Tope, both already established elsewhere in the group’s portfolio.
Dubai Media City itself is a smart pick. It’s dense with production companies and digital businesses, sits close to Dubai Marina and Palm Jumeirah, and gives The Hoxton exactly the kind of creative, slightly scrappy energy the brand has built its name on since Shoreditch. This is Ennismore doubling down on the Middle East at a moment when Dubai’s luxury hospitality scene shows no sign of slowing.
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