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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

ANA Restaurant Brings the Contemporary Emirati Melting Pot to Abu Dhabi

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ANA, the contemporary Emirati dining destination celebrated for reimagining the flavours of the Emirates, opens its doors this July at Dalma Mall, Abu Dhabi. The opening follows the success of ANA’s flagship at The Dubai Mall. There, the brand has become known for its hand-brushed “ANA” signature, sun-drenched food styling, and a dining room overlooking the Burj Khalifa and the Dubai Fountain. ANA in Abu Dhabi brings that same spirit indoors, offering a warmer, more intimate setting suited to the capital.

ANA was born from a simple question: where does one cuisine end, and another begin? The answer lies in the Emirates itself, a nation shaped by trade, travel and generosity, where cultures have long met and mingled. At ANA, every dish is a small act of storytelling. Every ingredient carries a memory. Every sitting is a ritual. Rather than treating Emirati cuisine as something to preserve behind glass, ANA reimagines it in motion. Traditional recipes meet contemporary technique. Local ingredients meet global influence. The result feels rooted, yet entirely of today.

Guests are invited to discover ANA’s signature menu, where cross-cultural influences meet the flavours of the region. Standout dishes include the Mubahar Chicken, served with ANA’s signature sauce, saffron rice, toasted nuts, and crisp shallots, alongside the Machbous, featuring slow-cooked lamb layered over fragrant hessa rice. From leisurely mornings to relaxed lunches and memorable evenings, ANA offers an all-day dining experience, welcoming guests seven days a week from 10:00 am to midnight. Each dish tells a story of heritage and tradition, thoughtfully reimagined through a contemporary culinary lens.

ANA is a concept by Mohamed Hilal, Founder and CEO of Mohamed Hilal Group, the Emirati lifestyle company. Under Hilal’s vision, ANA was created to introduce the richness of Emirati culture to the world through contemporary dining experiences that celebrate heritage, creativity and genuine hospitality.

“ANA is a space for convening, where ideas of the past, present and future can be tapped into, explored and given shape,” said Founder and CEO Mohamed Hilal of ANA. “The opening of Ana Dalma Mall allows us to bring that same spirit of Emirati hospitality to Abu Dhabi, inviting a new community of guests to discover cross-cultural Emirati cuisine that is as rooted in heritage as it is contemporary in expression.”

True to ANA’s brand identity, which is built on the concept of infinite iterations of the ANA “supergraphic” – a distinctive, hand-brushed rendering of the word “ANA” in both Arabic and Latin script. More than a restaurant, ANA is a place where culture is experienced and every guest is welcomed like family. ANA. Emirati for everyone.

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Hospitality

Bondz Launches Executive Work Hours in DIFC to Redefine Client Meetings

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If your client meetings usually involve hunting for a quiet corner in a crowded café, Bondz has a new alternative. The DIFC executive lounge has launched Executive Work Hours, a weekday concept that transforms its speakeasy-inspired venue into a stylish daytime destination for entrepreneurs, founders, executives and professionals.

Available Monday to Friday from 12pm to 4pm, the new offering is designed for everything from coffee catch-ups and brainstorming sessions to business lunches and back-to-back meetings.

The idea was inspired by founder & ex-banking professional, Ashish Agrawal’s own corporate experience. After years of hosting meetings in cafés, hotel lobbies and boardrooms, he recognised the need for a space that combines the comfort of hospitality with the privacy and sophistication professionals are looking for during the workday.

“Some of the most important business conversations happen outside the office,” says Agrawal. “But cafés can be crowded, hotel lobbies lack intimacy and most lounges only come alive after work. We wanted to create a space where professionals could meet, collaborate and build relationships in an environment that feels relaxed yet refined. While everyone celebrates Happy Hours, we thought it was time to celebrate Work Hours.”

Executive Work Hours includes three packages:

  • The Espresso Stop (AED 45): Buy one coffee, get one free.
  • The Desk (AED 95): Unlimited coffee for up to two guests, one starter and a complimentary house beverage.
  • The Ritual (AED 195): Unlimited coffee for up to three guests, one starter, one main course and a complimentary signature beverage.

Each package is valid for up to four hours, making it suitable for everything from a single client meeting to a full afternoon of back-to-back appointments.

Located in Emirates Financial Towers, DIFC, Bondz has earned a reputation as one of the district’s stylish executive lounges. With the introduction of Executive Work Hours, the venue is extending that experience beyond evenings, offering professionals a more elevated place to work, meet and connect during the day.

Bondz’s menu thoughtfully pairs world-class cocktails with globally inspired cuisine. Beyond the Executive Work Hours offers, guests can elevate their meetings with signature cocktails and international dishes designed for leisurely business lunches and post-meeting conversations. Some of the best cocktails to try at Bondz are CoCotton, Dragon Breath, Monkey Boulevard, Rum Resolution, Secret Orchard and more.

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Hospitality

SIGNOR SASSI MARE IS NOW OPEN IN PORTO CERVO FOR AN EXCLUSIVE SUMMER RESIDENCY

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For more than four decades, Signor Sassi has been synonymous with exceptional Italian dining, warm hospitality and effortless glamour. Founded in London’s Knightsbridge in 1984 and acquired by the renowned Italian family-owned San Carlo Group, led by the Distefano family, the restaurant has grown from a beloved London institution into an internationally celebrated luxury hospitality brand with locations spanning Dubai, Riyadh, Doha and Miami. Signor Sassi is recognised worldwide for attracting royalty, celebrities, international tastemakers and discerning guests who return time and again for its authentic Italian hospitality and vibrant social atmosphere.

Now, for the first time in its history, Signor Sassi returns home to Italy with the launch of Signor Sassi Mare in Porto Cervo, bringing its iconic dining experience to the heart of Sardinia’s glamorous Costa Smeralda for an exclusive summer residency.

Located at You Marina Restaurant and Lounge Bar in Piazza Azzurra, overlooking Porto Cervo’s iconic marina, Signor Sassi Mare combines the timeless elegance and celebrated cuisine of Signor Sassi with one of the Mediterranean’s most prestigious summer destinations. Set against the backdrop of Porto Cervo’s luxury yachts, crystal-clear waters and vibrant social scene, the residency offers a sophisticated yet relaxed celebration of Italian summer living.

Designed to capture the essence of long Mediterranean days by the sea, Signor Sassi Mare presents an elegant alfresco dining experience centred around exceptional seafood, premium seasonal ingredients and refined Italian classics. The menu pays tribute to the region’s rich culinary heritage while embracing the glamour and energy that have made Porto Cervo a favourite destination for international travellers, yacht owners and luxury seekers from around the world.

At the heart of the experience is a dedicated Pescheria, From The Sea selection, allowing guests to choose from the finest whole market fish and shellfish, prepared to their preference. Whether grilled, baked in salt crust, served acqua pazza style or paired with freshly made pasta, the menu showcases the freshest catch of the day in true Italian coastal fashion.

Alongside the Pescheria offering, guests can enjoy an array of signature crudo dishes, oysters, seafood towers, caviar and raw bar specialities. Much-loved Signor Sassi favourites also feature prominently throughout the menu, including lobster linguine, black squid ink spaghetti, seafood risotto and Milanese-style veal, celebrating the timeless flavours and culinary traditions for which the brand is renowned.

Reflecting Porto Cervo’s international summer crowd, Signor Sassi Mare will also introduce Yacht Sushi, an exclusive sushi menu featuring sashimi, nigiri, uramaki and signature rolls, designed to complement leisurely lunches, sunset aperitivos and elegant evenings by the water.

To conclude the experience, guests can indulge in desserts inspired by Italy’s southern coastline, from pistachio cake and lemon delizia to homemade gelato and classic tiramisu.

Marcello Distefano, CEO of San Carlo Group, said: “We are delighted to bring Signor Sassi Mare to Porto Cervo, one of the Mediterranean’s most iconic coastal destinations. As an Italian family business, it is particularly meaningful for us to bring the Signor Sassi brand to Italy for the very first time. Following the success of our expansion to locations such as Dubai and Miami, this opening marks another exciting chapter in the brand’s evolution. We look forward to welcoming guests to a truly vibrant celebration of Italian summer living on the Sardinian coast.”

Lorenzo Marras, President of Dining, Sunset Hospitality Group, said: “My connection with Signor Sassi runs deep; we first brought the brand to Dubai, and watching it become part of the city’s dining fabric was one of the most rewarding experiences of my career. This partnership with San Carlo Group feels like a story still very much in the making. Porto Cervo is a destination that demands the very best, and together, that is precisely what we intend to deliver. We look forward to welcoming guests to a summer they will not forget, and to many more ventures with San Carlo Group to come.”

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