Hospitality
Individually, we are a drop, but together, we are an ocean
Interview with Amit Arora, Chief Operating Officer, Arada
What’s your vision for the newly formed Hospitality and Entertainment division?
Connected Life is Arada’s ethos, and collectively we believe that when people and spaces connect, great things happen. We think that the spaces between the homes we build are just as important as the homes themselves, and our goal is to ensure that our communities help people to lead happier, healthier and more meaningful lives. That’s the guiding light behind Arada’s new Hospitality and Entertainment division, which closely complements our other activities by providing a holistic experience that encompasses Lodging, Fitness, Wellness, Food & Beverage, and Entertainment.
Assets include the 10-building Nest student housing complex in Aljada – Sharjah’s largest ever mixed-used megaproject located next to University City – which has over 3,000 keys, as well as exciting new F&B brands like Boost Juice and Hungry Wolves, both of which offer healthy and enriching menus.
We also have an incredible array of family-friendly attractions and other assets including the region’s biggest skate park in Aljada; the 6.6km professional woodland cycling track in our Masaar forested megaproject in Sharjah; our nursery in Aljada which incorporates educational tours around the 130,000 trees based there and Yalla, our e-bike and scooter rental solution in our communities.
Upcoming assets include the Il Teatro performing arts complex in Aljada, and a whole range of new F&B concepts that will enhance our portfolio. Despite launching just seven years ago, Arada has evolved rapidly from being a developer, into a master developer and now into a destination developer, and this new division fully complements that approach.
What motivated Arada to expand into the hospitality sector, and what unique strengths does the company bring to this new venture?
As Arada matures, there’s been a shift from building and selling to building and operating, driving recurring revenue and diversification. This has led to the creation of this new division and the consolidation of leisure assets under a single leadership. With Arada’s hotel projects progressing well and nearing completion, the timing is ideal to initiate in-house hotel operations capabilities.
How is Arada’s existing partnerships with hospitality brands like Armani, The Address, Vida, and Rove?
Arada partners with world-class hospitality brands with long-term agreements. Strategic partnerships add value to real estate launches while offering premium lifestyle experiences to guests and homeowners. Our hospitality and branded residences partnerships include brands as diverse as Anantara, Armani, Rove, The Address and Vida, with more new names in the pipeline. Given the impressive surge in interest in the hospitality industry in the UAE, thanks to the business-friendly regulatory environment and welcoming policies put in place by the local government, we are also considering the launch of our own hotel brand.
How do Arada’s wellness and F&B operations, such as Wellfit and Boost Juice, complement the overall hospitality strategy?
One of Arada’s overall goals is to provide all stakeholders – whether residents, visitors or even its own staff – with the opportunity to enjoy an active healthy lifestyle. Brands like Wellfit and Boost Juice integrate with our assets, such as promoting Boost to Wellfit’s 15,000 active members. Similarly, Manbat sources fresh, locally grown produce straight from Emirati farms for Hungry Wolves, which serves nutritious meals. This cross-promotion drives a sustainable and circular economy.
What innovative concepts and strategies do you plan to implement to differentiate Arada’s hospitality offerings in a competitive market?
Innovation is central to Arada’s culture, and this is immediately obvious from a visit to one of our communities, from the uniqueness of the landscaping to the smart technology that is incorporated at both a house and city level. That level of innovation is also already evident in many of the assets in this division; if we take Wellfit as an example, the brand is testing state-of-the-art technology that very few operators around the world are using. We’re now seeing industry insiders travelling from the UK and US to see how we run our operations at Wellfit, whereas previously it was the other way around.
Our goal is continue this track record of innovation and implement it across all our assets, including our hospitality offerings. We live in a world where technology is changing the way we live on an almost daily basis; our willingness to embrace these technologies, combined with a lack of legacy processes and equipment means that Arada is best placed to capitalise on these new trends.
How does Arada aim to create spaces and experiences that promote happiness and well-being for guests and residents?
Care is one of three core principle at Arada, reflecting our genuine concern for customers and employees. Providing a happy, rewarding experience is core to our vision, and all our communities are carefully planned to allow all residents and visitors the chance to enjoy a huge range of activities – dining, sports, entertainment, shopping and relaxation – just a few yards from their front door. At Aljada for example, you can access the biggest family entertainment complex in the northern Emirates, a bustling business park, a next-generation mall, a beautifully designed performing arts centre and plenty of sports, retail and dining options, as well as three international schools and our hotels – all set within impressive green landscaping. You can access all of this within walking distance from your home. Internally, we’ve launched the Arada Cycling Team (ACT) to promote health and happiness and cultivate a work-life balance. And in August, we’re organizing group cycling at Masaar Track to encourage activity and camaraderie, while Wellfit’s ‘Summer Of’ camp will offer a program of activities centered around happiness and well-being for its members, guests, and resident.
Hospitality
SAN CARLO, THE ITALIAN RESTAURANT UAE TRAVELLERS ARE BOOKING THIS LONDON SUMMER

As Dubai residents pack their bags for a London summer, San Carlo is quickly becoming the go-to booking for UAE travellers craving authentic Italian food, with two London locations ready to welcome them.

Tucked just steps from Harrods on Hans Road, San Carlo in Knightsbridge has been a staple part of London’s Italian dining scene for over three decades, loved for its glamorous dining room, classic menu and warm, family-run hospitality. On the edge of Mayfair, Cicchetti brings its Venetian-inspired, all-day small-plates menu to Piccadilly, with a fresh new interior that’s perfect for sharing good food and good company. Whether travellers fancy a classic, glamorous dinner or a laid-back share-plate evening, both spots sit just minutes from Knightsbridge and Mayfair’s favourite hotels and boutiques.
For the many UAE visitors who make London home for the summer, both restaurants offer something special, a dining experience that feels instantly familiar, like catching up with an old friend. In addition, both restaurants also offer private dining for those travelling with family or friends, making them a lovely choice for group bookings this summer.

Founded by the Distefano family in Birmingham back in 1992, San Carlo Group has won over food lovers across the Gulf through sister restaurants Signor Sassi and Cicchetti, with locations in Dubai, Doha, Riyadh, Al Khobar and Jeddah. The same spirit, authentic Italian food, genuine hospitality and no pretence, runs through every restaurant in the group, whether it’s in London or the Gulf.
Hospitality
SERENITY – THE ART OF WELL BEING CELEBRATES ITS 10TH ANNIVERSARY

Serenity – The Art of Well Being is celebrating its 10th anniversary this year, marking a decade devoted to the art of caring, to continuous innovation and to building a new vision of well-being. Over the past ten years, the brand has established itself as one of Portugal’s most prestigious names in the world of luxury well-being, distinguished by an approach that elevates well-being to its fullest, most transformative expression.
Founded in the Algarve in 2016, Serenity embarked on a journey defined by sustained growth and a relentless pursuit of excellence, expanding its presence both nationally and internationally to destinations such as Lisbon, Cascais and Dubai. In 2024, the brand marked a significant milestone in its international expansion with the opening of Serenity at Fairmont The Palm, Dubai, bringing its distinctive approach to well-being to one of the city’s most iconic destinations. In 2026, Serenity is preparing to open three new spaces – two in Portugal and one in Dubai – reinforcing its mission to make deeply meaningful well-being experiences increasingly accessible across different geographies.

More than a spa, Serenity represents an integrated 360° well-being ecosystem, designed to meet the physical, mental and emotional needs of the contemporary individual. Its offering brings together complementary concepts such as ACTIVE by Serenity, dedicated to movement, performance and recovery, and the healthy restaurant ZEST, where mindful nutrition plays a central role in promoting health and vitality.
In a decade marked by profound shifts in the way we understand self-care, Serenity has stood out for its ability to anticipate and set trends, introducing new concepts and innovative approaches to the national market. From longevity to physical recovery, from health optimisation to nervous system regulation, the brand has continually integrated experiences and therapies that address the challenges of modern life, fostering a deeper balance between body and mind. Intravenous therapies, ice baths and specialised recovery programmes are just some examples of a vision that sees well-being not as an isolated moment, but as a continuous and conscious practice woven into clients’ lifestyles.


Today, more than ever, true luxury lies in the ability to slow down, recover, reconnect and invest in one’s own health. It is within this space of balance, presence and longevity that Serenity continues to assert its identity, creating experiences designed to restore energy, promote mental clarity and cultivate a lasting state of well-being.
“We celebrate these ten years with deep gratitude and a sense of purpose, proud of a journey shaped by our ability to anticipate the future of well-being. This path has been built by the team members, partners and clients who believed in our vision from day one and who, every day, entrust us with their well-being. Throughout this decade, we have sought to contribute to a new way of living well – more integrated, more conscious and profoundly human. More than following trends, our commitment has always been to create transformative experiences that bring physical and mental health together and enable people to care for themselves in a genuine and sustainable way. It was with the conviction that well-being has the power to change the way we live that we built Serenity – The Art of Well Being. After a decade of continuous innovation, that purpose is more alive than ever. We look to the years ahead with a strong ambition to grow, determined to keep redefining the standards of excellence and to lead the future of this industry,” says Maria d’Orey, Founder & Global Director of Serenity.

Internationally recognised through numerous awards and a reference in the well-being and hospitality sectors, Serenity has been honoured over the past decade, among others, at the World Luxury Spa Awards, with distinctions including World’s Best Luxury Wellness Centre and World’s Best Spa Development Group.
10 Years | 10 Days | 10 Offers Campaign
As it celebrates its 10th anniversary, Serenity is turning the tables and sharing the gifts with those who matter most: its clients. Because the best way to celebrate is to share the journey with those who have always been there, the brand has created an exclusive July campaign: 10 days filled with 10 well-being experiences. The anniversary line-up includes unmissable offers such as complimentary access to the pool and beach, 50% off on the Matcha menu at Mashrabiya lounge, personalised physical assessments and a complimentary experience in the Aurum Suite when booking a couple’s treatment, among many others. Prior reservations are required through the spa WhatsApp number.
This initiative marks the start of a special anniversary program that reflects the brand’s ongoing commitment to the evolution of well-being and to creating experiences that are ever more emotional, conscious and personalised.
Hospitality
FIRE AND FLAVOUR: RODEO DRIVE IBN BATTUTA GATE TEASES THE LAUNCH OF ITS NEW FOOD MENU

Rodeo Drive, Ibn Battuta Gate is set to launch its revamped food menu that reenvisions that homely, authentic All American grill house feeling. Brought to life by a chef whose cooking draws on decades spent across Mexico, Texas and Dubai.
Built around the restaurant’s centrepiece Asado Grill, especially imported from the U.S.A., to cook over open flame, flawlessly seasoned meats and seafood. A new introduction to Rodeo Drive’s kitchen is its succulent, slow-cooked smoked meats prepared painstakingly inhouse by our chefs.

The new menu offerings trades predictability for something more authentic, a menu that reads like a road trip along America’s Deep South to its border with Mexico. Alongside familiar favourites such as it’s Cowboy Tomahawk Steak, 1.3kg’s of mouth-watering Black Angus meat perfectly catered to be shared amongst friends, Rodeo Drive’s new menu journey starts with smoke and flames.
The Rodeo Drive Mix Grill Plater is a generous assortment of tender meats such as 1kg of tender 15 hour slow-cooked brisket, 7 day cured Pastrami meats, delectable sausage and juicy Blackened Half Chicken served with home-made BBQ sauce and two sides of your choice. The new menu’s range stretches beyond red meat too, with a Whole Blackened Seabream and Cajun Tiger Prawns bringing a coastal, herbaceous counterpart seasoned lightly enough to let the fire do most of the talking.
That same instinct carries through the smaller plates. The Nashville Hot Chicken Burger offers butter-milked fried chicken, dressed with Nashville hot glaze sauce, tangy coleslaw, melted cheddar cheese and served in brioche buns. A sure-fire favourite being introduced is the Roasted Heirloom Tomatoes and Burrata Skillet, a dish with a sensory assortment of textures and flavours with blistered roasted tomatoes, fermented spicy honey, rich and creamy burrata cheese drizzled with chilly basil oil and served with toasted grilled sourdough bread.
Nothing on the menu reads as an imitation of a genre. It feels closer to raw material, reworked.

Behind that instinct is Head Chef Walter Melo, a Mexico City native whose 23 years cooking across Mexico, Texas and Dubai inform what he calls Cocina de Autor, a personal style built on curiosity and restraint in equal measure. Formal training at Mexico’s Colegio Superior de Gastronomía sharpened that instinct early, and years spent across demanding kitchens since have only deepened it. “I cook the way I grew up eating, honest and full of flavour,” said Chef Melo. “This menu is simply that instinct on a plate, nothing dressed up, nothing hiding behind the fire.”

That philosophy shapes the whole dining room, not just what lands on the plate. Rodeo Drive’s live fire cooking takes centre stage in its theatre. Deliberately visible, the Asado Grill is positioned as the heart of the space, so the drama of the flames becomes part of the experience itself. It is a menu built on decades of cooking across cultures, brought together on one plate rather than kept apart.
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