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BRANDED TO BELONG: HOW THE MIDDLE EAST IS SHAPING THE FUTURE OF BRANDED RESIDENCES

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Professional studio portrait of a woman standing against a dark grey background, wearing a navy blazer over a black top and white trousers, with hands in pockets, photographed for Kerten Hospitality.

By Marloes Knippenberg, CEO Kerten Hospitality

The branded residences market has undergone exponential transformation over the last decade, growing by a staggering 180% globally. Forecasts suggest this momentum will continue, with more than 1,600 schemes expected to be operational by 2030. The Middle East accounts for around 12% of this global supply, with Dubai emerging as the world’s most active branded residence market. The city already hosts over 50 operational schemes and is projected to reach nearly 140 by 2030, positioning itself as a global benchmark for this fast-evolving sector. In Ras Al Khaimah, nearly 40% of all new residential supply by 2029 is expected to be branded, commanding price premiums of over 50% compared to unbranded alternatives.

Key growth drivers fuelling this rise include a surge in demand for secondary and tertiary homes among affluent buyers, the draw of a trusted brand, as well as a growing preference for fully serviced, turnkey properties with rental income potential during periods of non-use. Branded residences meet the evolving needs of a mobile, global clientele, offering flexibility for short‑ or long‑term stays, investment, rental, or resale. As such, branded residences are fast becoming the blueprint for modern, flexible living in the Middle East.

Branded residences lie at the intersection of real estate and hospitality. They represent far more than buildings bearing a brand; they have the potential to become genuine lifestyle destinations. Designed for modern living, they can offer curated experiences that enrich residents’ daily lives. By integrating elements such as food & beverage, retail, entertainment, art, and wellness directly into the development, branded residences can evolve into fully fledged ecosystems. Today’s buyers seek more than just a place to live, they want integrated, experience-rich environments that support how they live, work, connect, and socialise.

At Kerten Hospitality, we’ve always believed that the experience should go beyond the four walls of a hotel or home. This belief finds its strongest expression in our branded residences: bespoke spaces which unite the credibility of a trusted brand with the consistency of hospitality‑grade service and a human-centric purpose anchored in the local community.

The success of lifestyle destinations depends on concepts and experiences that are deeply attuned to the locality and the people who will inhabit them. Lifestyle destinations should be bespoke, community-driven, and operationally agile. When done well, these developments become catalysts for vibrant, self‑sustaining ecosystems with long-term investment value. Crucially, the model offers the flexibility to deliver bespoke solutions at scale, resisting any one‑size‑fits‑all formula and ensuring each project is aligned with local, cultural and consumer trends.

Forming the right partnerships in branded residence development is a precise exercise, demanding an understanding of brand identity, location character, and buyer expectations. Some of the most valuable opportunities now come from collaborations beyond traditional hospitality, bringing fresh perspectives that can shape every aspect of the experience, from design and art to food, fashion, and wellness. Platforms like Lumente illustrate how this can work in practice, linking luxury hotel brands with investors and developers to translate identity into physical spaces, curated lifestyles, and long‑term operational strategies, while enabling brands within fashion, sport, automotive, wellness and design to enter hospitality in an authentic and commercially sustainable way.

The Middle East isn’t following the branded residence trend. It’s defining it. In the years ahead, the projects that stand out will be those who build for place, people, and partnerships.

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Hospitality

A SIZZLING VALENTINE’S ROMANCE AT MARRIOTT AL FORSAN

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Indulge in a romantic four-course dinner paired with a bottle of Prosecco

Celebrate love this Valentine’s Day with an intimate dining experience at The Grill, Marriott Al Forsan. Couples are invited to indulge in a sizzling four-course dinner, thoughtfully crafted for the occasion and perfectly paired with a bottle of Prosecco.

Set against a warm and elegant ambiance, it’s the ideal setting for a memorable night together.

Date: Saturday, 14th February
Time: 6:30 PM – 11:30 PM
Venue: The Grill, Marriott Al Forsan, Abu Dhabi

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Hospitality

PROJECT CHAIWALA AND OATLY INTRODUCE THE KARAK CLUB AT DXB AIRPORT

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Project Chaiwala branded takeaway iced chai cup, canvas tote bag, and rolling suitcase covered with brand stickers being carried while walking through an airport terminal

Project Chaiwala (PCW), Dubai’s homegrown chai brand founded in 2017 by Justin Joseph and Ahmed Kazim, has partnered with Swedish oat-based dairy alternative brand Oatly to launch The Karak Club, exclusively at Dubai International Airport (DXB). For a limited time, the world’s busiest international airport will welcome travellers from every corner of the globe to experience the UAE’s beloved karak chai with a plant-based twist.

With the support of travel and retail partner Lagardère Travel Retail, The Karak Club will be live across DXB Terminal 3 and select Terminal 1 outlets from December 15, 2025, to February 15, 2026. The concept reimagines Dubai’s unofficial national drink using Oatly’s non-dairy alternatives in innovative formats such as iced chai, smoothies, shakes, and soft serve. Travellers can also purchase limited-edition merchandise, including postcards, custom playing cards, luggage tags, stickers, and tote bags, celebrating the collaboration.

“This is Project Chaiwala showcasing Dubai’s unique flavour to the world through Oatly’s plant-based magic, turning karak from a fresh milk tradition into a global lifestyle experience,” said Ahmed Kazim, Co-founder of Project Chaiwala.

“Born from our first Karak Club community event at Project Chaiwala’s Cinema Akil flagship in Alserkal Avenue, this DXB edition targets young, global urban travellers seeking authentic flavours of Dubai’s third-culture identity in a modern, accessible way. As a homegrown brand with global aspirations, we’re proud to champion Dubai’s multicultural spirit at DXB, following our representations at SXSW 2025 with Museum of the Future, EXPO 2020, and COP28,” added Justin Joseph, Co-founder of Project Chaiwala.

“We’re honoured to bring the Karak Club to DXB, one of the world’s cultural melting pots, through our collaboration with Project Chaiwala and Lagardère Travel Retail UAE. Together, we’re celebrating the heritage of karak chai, reimagined with Oatly as a delicious alternative to the traditional dairy-based drink. In a moment of taste bonanza and rising non-coffee based beverages, Project Chaiwala’s creativity and Lagardère’s commitment to delivering lifestyle experiences at DXB enable us to bridge cultures through flavour for travellers and the wider airport community”, says Dimitri de Martignac, Regional Director Oatly MEA.

Founded after countless chai breaks between Justin Joseph and Ahmed Kazim during their time as colleagues in Dubai International Financial Centre (DIFC), Project Chaiwala was inspired by the founders’ brainstorming sessions and travels to Darjeeling and West Bengal’s tea estates, inspired by their love for getting the perfect cup of chai. Their first pop-up at Etisalat Beach Canteen led to the opening of the flagship Cinema Akil café in Alserkal Avenue in 2018, a cultural hub that captures the brand’s ethos of “Blending Tradition, Brewing Innovation.” The café’s offerings include the signature Clove-Chocolate Karak, vada pav, cheese toast, spicy chana, and Karak Groove Sessions with local DJs.

Evolving from a lifestyle café into an omnichannel brand, Project Chaiwala successfully pivoted during the 2020 pandemic, expanding into packaged retail with handcrafted tea blends now available at Spinneys, ENOC, Careem, Noon, and Amazon. The brand currently employs over 20 team members across café, retail, and B2B operations — including corporate outlets at ENBD and Standard Chartered, and more than 100 HORECA accounts. Through proceeds from its clay kulhar cups, Project Chaiwala supports ethical initiatives promoting education, clean water access, and women’s empowerment.

Activation Locations at DXB:

●      Project Chaiwala, Concourse C, S34, Terminal 3

●      Project Chaiwala, Daily DXB, Concourse B, Terminal 3

●      Project Chaiwala, Concourse A, Terminal 3

●      FIX Coffee, Daily DXB, Terminal 1

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Hospitality

DUBAI’S HAG AL LEILA CELEBRATIONS DRAW STRONG ENGAGEMENT ACROSS CITYWIDE ACTIVATIONS

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Families and children queue around a colourful HAG AL LEILA activation inside a Dubai shopping mall, where staff distribute sweets and lead festive activities in a decorated central atrium

Dubai’s Hag Al Leila celebrations concluded this week with strong engagement across a wide-ranging programme of community, cultural, and destination-based activations, marking the opening moment of the Season of Wulfa and setting the tone for the Holy Month of Ramadan.

Observed across the city, Hag Al Leila in Dubai brought residents and visitors together through shared moments rooted in generosity, participation, and the exchange of sweets. From heritage-led experiences and neighbourhood gatherings to activations in major destinations, the programme reflected how the tradition continues to be lived and shared across generations.

Across the programme, activations recorded strong footfall and sustained participation, with high levels of engagement from families, children, and wider communities. Public response reinforced Hag Al Leila’s role as a shared cultural moment, experienced through familiar rituals that encourage connection, participation, and a gentle transition into the reflective rhythm of Ramadan.

Key activations across Dubai helped translate the tradition into diverse contemporary settings while remaining grounded in cultural authenticity. Dubai Hills Mall hosted one of the season’s most visible celebrations, adapting the traditional door-to-door custom into a guided, child-led experience within a major retail destination. Cultural institutions led by Dubai Culture delivered neighbourhood-rooted programming, including heritage trails, workshops, and creative activities designed to introduce younger audiences to the meaning and rituals of the occasion.

Dubai Municipality activated public spaces and community venues across the city, embedding Hag Al Leila within everyday neighbourhood life and ensuring broad public access to the celebration. At the Museum of the Future, the tradition was reimagined through an interactive cultural programme combining storytelling and hands-on activities, while the Knowledge and Human Development Authority’s student design initiative, delivered in collaboration with Patchi, engaged young people directly in cultural storytelling through contemporary creative expression. More than 45 activations unfolded across retail destinations, cultural venues, and community hubs, delivered in collaboration with a range of public and private partners as part of the wider Season of Wulfa programme.

Muna Faisal Al Gurg, CEO of the Museums and Heritage Sector at Dubai Culture, affirmed the Authority’s commitment to raising awareness of Hag Al Leila’s cultural significance, saying: “Hag Al Leila represents an authentic Emirati tradition that reflects the essence of our heritage and embodies generosity, kindness, and tolerance. It is also a powerful expression of our pride in our national identity. Through this initiative, we aim to strengthen community engagement, introduce the youth to our customs, and deepen their sense of belonging.”

Al Gurg added: “Each year, we celebrate this occasion through programmes hosted across our cultural sites to highlight the meaning, symbolism, and beauty of Hag Al Leila. We seek to preserve the custom in the Emirati collective memory, underscore its value, and showcase how it fosters harmony within the community. These efforts also help future generations connect with their roots and cultivate national pride.

Ahmed Al Khaja, CEO of Dubai Festivals and Retail Establishment (DFRE), said: “Hag Al Leila continues to resonate because it is experienced in familiar, shared spaces across the city. This year’s programme demonstrated how simple, community-centred moments can create meaningful connections, particularly for younger generations. The strong engagement we saw across activations reflects the city’s appreciation for traditions that bring people together and naturally set the tone for the Holy Month of Ramadan.”

With Hag Al Leila setting the tone across the city, the Season of Wulfa now moves into its next phase, as Dubai prepares to observe Ramadan through a programme of cultural, community, and citywide experiences shaped by reflection, connection, and shared responsibility.

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