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Designing destinations – How STORY Hospitality Weaves Culture, Comfort, and Convenience into its Sublime Spaces

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STORY Hospitality

By Victor Abou-Ghanem, CEO, STORY Hospitality

More than just places to stay, STORY Hospitality’s hotels are immersive experiences. By blending cultural authenticity with contemporary luxury, the brand creates spaces that inspire, delight, and stand the test of time.

Great hospitality design transcends aesthetics. It’s about creating spaces that shape experiences. Whether it’s an awe-inspiring lobby, a room that tells a story with every detail, or a restaurant that transports guests, the best hotels masterfully blend beauty with belonging.

A challenging balance to strike, yet STORY Hospitality does it exquisitely.

With a luxury hotel portfolio that spans the Middle East, North Africa, and the Indian Ocean, the Abu Dhabi-based brand (the hospitality arm of Abu Dhabi Capital Group) takes a deeply considered approach to design. Each property is a poetic reflection of its surroundings and heritage, making way for cultural authenticity to flow throughout the guest experience.

And while the vision is robust, the challenge lies in execution, often bringing larger-than-life concepts to realisation while ensuring it all remains functional, timeless, and sustainable.

Striking the right balance between form and function

Luxury and comfort are central to STORY Hospitality’s approach, but designing a hotel is never just about looks. Each design decision must also serve the overall guest journey.

“Functionality is critical,” says CEO Victor Abou-Ghanem.

“Guests should feel at ease in our spaces. But we also understand the impact of aesthetics – sometimes, bending practical rules to captivate the eyes and heart is worth it.”

That means prioritising practicality where it matters most – ergonomic seating, intuitive room layouts, and seamless workspace integration – while allowing for creative expression to tell a broader story. Statement pieces that become social media moments are encouraged, while high-touch surfaces, like corridor walls, are designed with durability in mind.

A story in every space

What sets STORY Hospitality apart is its ability to craft a distinct narrative for each property. Instead of rolling out a standardised design template, the brand takes inspiration from the local culture and history of each destination.

One standout example is STORY Rabat, designed by the renowned Studio MHNA. The hotel pays tribute to Zyriab, the 9th-century visionary who redefined art, music, and culture.

The design blends Moroccan soul with European sophistication, featuring intricate hand-carved details, majestic courtyards, and the warm and inviting glow of traditional lanterns. In the guest rooms, Sabra (vegetable silk derived from aloe vera cacti), a shimmering fibre used in Moroccan garments, adds a rich textural layer to the décor.

This is just one of several examples, where STORY Hospitality delves into the details of local culture and proudly shines a spotlight on them through each property’s design.

Turning concept into creation

A strong concept is only the beginning. Turning a design vision into a functioning hotel, on time and within budget, is one of the loftiest challenges in the industry.

“Execution is always the hardest part,” CEO Victor admits.

“Hospitality projects involve multiple stakeholders, and time is always a factor. Delays cost money, so we have to deliver quality without compromising deadlines.”

Sustainability is another indispensable consideration. All STORY properties hold Green Key certification, an internationally recognised mark of eco-conscious hospitality. From energy-efficient lighting and smart building systems to low-flow water fixtures and locally sourced materials, sustainability is woven into each property’s design philosophy.

Balancing trends with timeless design

Hotels must remain relevant for years, even decades, after they open.

STORY Hospitality approaches this challenge by ensuring that core design elements are timeless, while allowing for flexibility in how spaces are activated. “Sometimes, it’s not about changing the physical space but about how you curate it,” Victor notes. “A conference corridor can feel entirely different depending on how a coffee break is set up. Lighting can completely transform a spa – or any space’s – ambience. These details keep a space feeling fresh.”

Going beyond a place to stay

STORY Hospitality believes that hotels go beyond just places to stay, they’re part of a journey. Whether a guest is travelling for business, relaxation, or adventure, the hotel experience should complement and enhance their trip, shaping their memories along the way.

“We’re in the business of crafting experiences. Travellers don’t just want a bed for the night, they want a connection to the destination. Our role is to be part of that story.”, Victor concludes.

What does the future of hospitality design look like?

As the industry evolves, STORY Hospitality is keeping an eye on emerging trends that align with its brand values. Smart and contactless technology, AI-enabled personalisation, and carbon-neutral hotel initiatives are all on the horizon.

By embracing innovation while staying true to its commitment to cultural authenticity, guest comfort, and sustainability, STORY Hospitality is proving that great design isn’t just about how a hotel looks – it’s about how it makes people feel.

Hospitality

Pai Thai Welcomes Blue Elephant for a Four-Hands Celebration of Thai Cuisine

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This October, Pai Thai at Jumeirah Al Qasr invites guests to an exceptional weekend of Thai gastronomy. On 16 and 17 October, the award-winning dining destination welcomes Blue Elephant founder, Master Chef Nooror Somany Steppe to Dubai, where she joins Head Chef Amara Mahayothee for a limited series of four-hands dinners and an intimate culinary masterclass.

Across two evenings, the chefs will present three- and five-course menus combining dishes from Pai Thai and Blue Elephant. Among the highlights are “Naam Dokmai” green mango lobster salad, prepared with mango from Master Chef Nooror Somany Steppe’s native province; organic green chicken curry with Thai sweet basil and kaffir lime leaves; and ribeye with Blue Elephant Black Diamond garlic, GI pepper and a hint of truffle.

The dinner menu draws upon recipes with personal and historical significance. The jumbo river prawn tom yum replicates the traditional version served during the period of King Rama V in the late nineteenth century. Uniting Emirati dates with Thai mung bean and jasmine essence, the date cake dessert is inspired by a recipe from Master Chef Nooror Somany Steppe’s late mother. These stories bring the collaboration’s wider narrative of heritage and tradition to the table while connecting Thai culinary techniques with its Dubai setting.

On Saturday 17 October, the chefs take guests beyond the dining room with a hands-on masterclass exploring four Thai favourites: Yam Som O, Chor Muang, Gaeng Phed Goong and Khao Niew Ma Muang. Participants will discover the techniques and cultural stories behind each recipe before enjoying a seated three-course lunch at Pai Thai.

Event details:

Four-Hands Thai Dinner

Dates: 16 and 17 October 2026
Time: 18:00 onwards
Price: AED 395 per person for the three-course set menu; AED 695 per person for the five-course set menu. Beverages are available à la carte.

Four-Hands Thai Masterclass

Date: 17 October 2026
Time: 11:00 to 14:30
Price: AED 695 per person, including a three-course lunch and soft beverages; AED 895 per person, including a three-course lunch with wine pairing

Beyond the collaboration, Pai Thai continues to bring the flavours of Thailand to the enchanting setting of Jumeirah Al Qasr, inviting guests to savour a refined expression of Thai cuisine over dinner daily from 18:00 to 22:30, or during Kin Samrap Lunch, served Friday to Sunday from 12:30 to 14:30 and extending to a daily lunch offering from November.

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Hospitality

Gymkhana Dubai – Designing the next chapter of an evolving hospitality brand

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By Samuel Hosker, Founder, North End Design

The design of Gymkhana Dubai began with a question we have been exploring with the team behind the restaurant for several years – how do you continue to evolve a successful and recognisable design identity without simply replicating what has come before?

Our relationship with Gymkhana now spans seven years, beginning with the redesign of the London restaurant in 2019 and continuing as the brand has expanded internationally. With each location, we have looked at how we can retain the character and identity that makes Gymkhana distinctive, while introducing new layers of detail and creating something that feels relevant to its setting. For Dubai, the ambition was to create the most complete expression of Gymkhana to date.

A journey through India

The starting point for the design was the architecture and interiors of Northern Indian residential properties, alongside the richness of Indian fashion and bridal couture. The intricate detailing and opulence of designers such as Sabyasachi, as well as the theatricality of traditional Indian wedding celebrations, informed our approach to pattern, texture, ornament and colour.

Travel has always been an important part of my design process. Visits to Chandigarh and Pondicherry helped shape a broader and more contemporary interpretation of India, moving away from the more familiar visual language associated with the British Raj.

Chandigarh was particularly influential. Its modernist architecture offered a very different perspective on Indian design and informed elements of the furniture and proportions within the restaurant. Elsewhere, references to Rajasthani architecture, the Red Fort in Old Delhi and buildings encountered in Kolkata have been translated into timber arches, decorative rosettes and floral stained-glass detailing.

These Indian influences sit alongside references from Europe. Northern Italian design, particularly the architecture and interiors of Venice, inspired elements including Murano-style lighting and marble detailing, while Antoni Gaudí’s Casa Vicens in Barcelona influenced the expressive pattern, geometry and ornament of the dining room ceiling.

Furniture adds another layer through references to Edwardian campaign furniture manufactured in India, using materials such as cane, rosewood and teak to bring together British-Indian heritage and Indian craftsmanship.

The artwork continues the narrative, combining bespoke oil paintings of native Indian animals and equestrian events with 55 contemporary Indian artworks reinterpreting traditional playing cards – all subtle references to the sporting clubs of India from which Gymkhana takes its name.

Designing a restaurant that works

While the visual experience is important, successful hospitality design has to work operationally.

The Dubai site was previously another restaurant, and its existing layout presented several challenges. We remodelled the space to maximise covers while creating dining rooms that still feel intimate and purposeful, alongside two separate staircases to improve front- and back-of-house circulation.

We work closely with Gymkhana’s operations and kitchen teams because seemingly small design decisions can have a significant impact on the guest experience. A dish coming from the tandoor, for example, should reach the guest within a minute of leaving the pass. Understanding that journey influences how we plan circulation, service routes and the relationship between the kitchen and dining spaces.

That operational understanding has developed considerably through our long-term relationship with the client.

Seven years of evolution

For us, one of the most rewarding aspects of Gymkhana has been demonstrating what can happen when the relationship between client and designer continues long after a project opens.

Over the course of seven years, we have been able to challenge, refine and evolve the design together. Crucially, our involvement doesn’t stop at handover. We remain close to the operations team after opening, learning how spaces perform in practice, what works and what can be improved before applying those lessons to future projects.

That continuity has allowed North End Design to operate almost as an in-house design consultancy – an extension of the client team with a deep understanding of the brand, its operations and its ambitions.

For me, that is ultimately what a successful hospitality design relationship should look like. It isn’t simply about delivering a beautiful restaurant and moving on. It’s about understanding a client’s business, growing alongside them and continually finding ways to make the next project better than the last.

Gymkhana Dubai is the culmination of that process so far – but, importantly, it is also another step in an ongoing relationship.

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Siyam World Announces Nine Days of Celebrations to Mark Its Fifth Anniversary

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Siyam World has never been one for quiet celebrations, and its fifth birthday is no exception. True to its promise of “A World Beyond Your Wildest”, the Lifestyle Collection resort under the Sun Siyam umbrella, is marking the milestone with a packed programme of sport, entertainment and island celebrations. England rugby star Danny Care kicks things off with a three-day children’s rugby camp, followed by football sessions with Gary Cahill and Millie Bright, a kids’ carnival, an island-wide Amazing Race, a 3K Fun Run and cinema experiences out on the lagoon. The celebrations reach their heart on 28 October, when Siyam World officially turns five with a full day dedicated to the Maldives, before CULT CLASSICS brings the Birthday Bash to a suitably wild finale on Halloween night.

23–25 October: Danny Care Rugby Camp

The Birthday Bash gets moving on 23 October, when England rugby star Danny Care takes to the field for a three-day children’s rugby camp. Some will arrive knowing the game inside out. Others may be picking up a rugby ball for the first time. Both are welcome. Across three days, young guests will get the chance to train with Care, learn new skills and put them into practice on the field. The focus is on learning, playing and enjoying the experience, although we expect things to become fairly competitive once the games begin.

26–30 October: Football with Gary Cahill and Millie Bright

From 26 October, the rugby ball makes way for football as Gary Cahill and Millie Bright take over the pitch for five days of coaching sessions, matches and challenges.

This is not a quick wave from the sidelines followed by a group photograph. Young guests will train with them, learn from them and play some actual football. They will probably also return home with a very detailed account of every pass, tackle and goal.

Away from the pitches

There is plenty happening beyond the sporting action. The kids’ carnival brings games, music and colourful chaos, while the Amazing Race sends families and friends across the island in search of clues and challenges. Teamwork helps. So does having at least one person who can follow directions.

Guests and team members can also join the 3K Fun Run around the island. Run it, jog it or walk the whole thing while insisting that was always the plan. Nobody is chasing a record here.

Cinema, but make it Siyam World

Movie night is leaving dry land. Cinema by Moonlight takes guests out onto the water to watch a film aboard a boat cruising through the lagoon. Stars overhead, sea breeze, no cinema walls and hopefully nobody asking you to move because they cannot see the screen.

Guests can also choose our version of a drive-in cinema. Instead of arriving by car, they take a JetCar into the lagoon and park on the water in front of the screen. It is not the most conventional way to watch a film. That is rather the point.

On 28 October, the Maldives is the main event

Siyam World officially turns five on 28 October, and the entire day belongs to the Maldives. Maldivian food, music, traditions and creativity take over the island, leading into a major birthday stage production that evening. Guests won’t simply watch from a distance. They’ll be invited to join the celebration and meet more of the people behind Siyam World. The sporting names bring plenty of attention to the week, but the Maldives is not the backdrop to this birthday. It is the heart of it.

“We had a lot of ideas for the fifth birthday. Probably too many, if I’m honest,” says Sara Siyam, Director of Marketing at Sun Siyam. “But the 28th was always clear. It had to be about the Maldives and our team. They have given Siyam World its energy and personality over the last five years, and we want our guests to celebrate that with us.”

And then we ruin the lovely mood

On 31 October, Cult horror’s most infamous faces are checking into Siyam World this Halloween and they’re definitely not here for the all-inclusive.  For 2026, Siyam World is rewinding to the golden age of horror with CULT CLASSICS an epic, immersive Halloween experience inspired by the characters that kept an entire generation awake at night. Freddy Krueger. Pennywise. Leatherface. Jason. They’re all invited. Whether the guests will be quite as pleased to see them is another story.

The night begins with an interactive horror walkthrough through themed sets, live performances and a series of encounters that become increasingly difficult to laugh off. Guests move through the story themselves, eventually reaching the main stage, assuming everyone makes it that far. A theatrical production follows, combining live performance, music and dark humour before the night finishes with a Halloween party.

We have learned that our guests don’t want to watch Halloween safely from a table. They want to walk into it. Some hide behind their children. Others send their children ahead first. We try not to judge.

“Halloween at Siyam World was never going to be a few pumpkins and someone dressed as a ghost. Every year, we create an entire experience that guests can step into, and CULT CLASSICS takes that to another level. It’s nostalgic, theatrical, ridiculously fun and genuinely scary. One minute you’re laughing, the next you’re running from Leatherface. Pretty standard night at Siyam World, really.” Says Sara Siyam, Director of Marketing, Sun Siyam.

Across nine days, the fifth Birthday Bash moves from rugby and football to carnival games, an island race, a 3K run, films on the lagoon, a full Maldivian celebration and one final night of original nightmares. It is a lot for one birthday. Fortunately, more is more around here.

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