Hospitality
Designing destinations – How STORY Hospitality Weaves Culture, Comfort, and Convenience into its Sublime Spaces
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
HOUSE OF ELEGANZA UNVEILS THE RAMADAN COLLECTION
As global silver prices continue their steady rise and conversations around value shift toward meaningful ownership, House of Eleganza announces the launch of The Ramadan Collection — a refined new series that reclaims silver as the most thoughtful gift of the season.
Rooted in centuries of cultural tradition, silver has long symbolised prosperity, protection, and celebration. From marking milestones to honouring distinguished guests, it has carried both emotional and material worth. In an era of fleeting trends and disposable gifting, silver stands apart — enduring in beauty, utility, and legacy.
Founded in Dubai and inspired by Europe’s great silversmithing traditions, House of Eleganza approaches silver not as an accessory, but as a language of elegance — one that tells stories of heritage, craftsmanship, and intentional living.
A Celebration of the Crescent
Launching ahead of the holy month and Eid, The Ramadan Collection is a sculptural tribute to reflection, generosity, and new beginnings. At its centre is the Crescent Moon Platter — an elegant statement piece inspired by the symbolic glow of the moon during the holy month.
Available in hammered silver, high-polish finishes, and intricate variations featuring Arabic calligraphy and geometric arabesque motifs, each piece is designed to live beautifully across occasions — whether as the focal point of an Iftar table, a gesture of appreciation for a valued business associate, or an heirloom passed down through generations.

Craftsmanship Meets Enduring Value
Every House of Eleganza creation is hallmarked and certified, crafted by master European silversmiths using time-honoured techniques. As consumers increasingly prioritise conscious purchasing, silver offers a rare duality: aesthetic refinement paired with tangible, appreciating value.
“Ramadan is a time of connection and generosity,” says Harrishma Kapur, Founder & Creative Director of House of Eleganza. “With this collection, we wanted to translate the symbolism of the moon into silver pieces that feel soulful, meaningful, and timeless — gifts that truly last.”
As gifting becomes more intentional and silver continues to appreciate globally, The Ramadan Collection arrives at a moment when tradition and modern living intersect seamlessly. Because the most beautiful gifts are not just received — they are remembered.
Hospitality
JOE’S CAFÉ DUBAI ELEVATES THE RAMADAN EXPERIENCE WITH ICONIC BURJ KHALIFA VIEWS
This Ramadan, Joe’s Café Dubai invites guests to gather for a moment of togetherness in one of the city’s most elegant dining settings. Nestled within Fashion Avenue at Dubai Mall and overlooking the Burj Khalifa and Dubai Fountain, Joe’s Café presents a luxury Iftar experience that blends British heritage with the warmth and spirit of Ramadan.
Built around the theme of “A Moment of Togetherness”, the Ramadan experience at Joe’s Café is thoughtfully designed for families, friends, and corporate groups to break their fast at sunset. The specially curated Iftar menu reimagines British classics with Ramadan warmth, featuring a selection of premium and balanced flavours.
Joe’s Café’s specially curated Ramadan Iftar menu is priced at AED 320 per person and showcases a refined selection of signature dishes designed for both comfort and indulgence.
Guests can begin with warming lentil soup, followed by starters such as Calamari Fritti or a fresh Avocado Quinoa Salad. The main course highlights include the slow-baked Lamb Shank served with aromatic lamb rice and yoghurt, perfectly grilled salmon with pea purée and ratatouille, garlic-flavoured grilled chicken with steak fries, and the much-loved Risotto Al Mare featuring calamari, prawns, and hammour in Joe’s signature pink sauce. Traditional Ramadan beverages including Jallab, tamarind, mixed dates and dry apricot drinks complement the experience.
As the call to prayer marks the end of the day, guests are welcomed into an atmosphere of refined comfort, attentive service, and understated luxury, where Iftar feels both elevated and familiar. With its fashion-heritage roots, skyline views, and lifestyle-led dining philosophy, Joe’s Café Dubai stands out as a must-visit Ramadan destination for those seeking an Iftar that is both culturally resonant and luxuriously composed.
Hospitality
Love Is on the Menu at Luciano’s

This Valentine’s Day, be transported to the heart of the Mediterranean at Luciano’s, where romance meets vibrant coastal flavors in an atmosphere brimming with charm and warmth. Celebrate love with an unforgettable dining experience that captures the true essence of Mediterranean cuisine, thoughtfully crafted to delight the senses and set the mood for a magical evening.
Guests will enjoy a specially curated sharing-style Valentine’s menu, starting with an amuse-bouche of Pescado Rojo salsa with tuna, spicy salsa, and avocado purée, followed by ricotta ravioli with pumpkin, feta, hazelnut, and crispy leek. The main course features slow-cooked ribs with beetroot, parsnip, and wild mushroom jus, while dessert showcases Valrhona raspberry chocolate with hazelnut cake, fleur de sel, feuillantine, and mignardises.
Adding a romantic touch to the evening, each lady will be presented with a rose and chocolate, making the occasion even more special. Whether raising a glass of bubbly or soaking in the lively ambiance, Luciano’s offers the perfect setting to celebrate love in style.
The Valentine’s Day experience is priced at AED 595 per couple, inclusive of soft beverages, or AED 695 per couple, including a glass of bubbly upon arrival.
Date: Valentine’s Day
Location: Luciano’s, Al Habtoor Grand Resort, Autograph Collection.
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