Hospitality

CREATING DESTINATIONS WITH A SENSE OF PLACE

Published

3 months ago

July 21, 2026

Exclusive interview with Holly Hallam, Holly Hallam is Co-Owner of DLSM Studio

DLSM Studio recently completed NAC Kuwait, the sixth NAC venue you’ve delivered across the Middle East. As a brand expands across multiple markets, how do you maintain consistency while ensuring each location feels authentic to its destination?

Design is an opportunity to be curious and creative, to tell a unique story by creating an emotional and physical environment whether you are working on a standalone concept or a brand expansion.

Defining the design DNA is a vital component of designing for multi-site brands, curating a connective thread that unites each site without becoming repetitive, supporting long-term growth whilst still retaining a core identity.

As design guardians for NAC, we’ve developed a deep understanding of the brand’s defining character: its relaxed European elegance, social energy and sense of familiarity. This foundation informs every project whilst each new location interprets the brand through the lens of its surroundings.

For NAC Kuwait, our design draws inspiration from the energy of the Hessah District and its waterfront setting. Through expansive glazing, open terraces, natural materials and a muted palette, we created a seamless connection between the interior and the coastal landscape, delivering an experience that feels both locally relevant and unmistakably NAC.

Before entering design, you spent years understanding audiences and consumer behaviour. Do you think that perspective gives you an advantage when creating spaces that need to emotionally connect with guests?

Absolutely. Design has always been about people first.

Understanding consumer behaviour taught me to look beyond the aesthetics and ask why people make decisions, what influences them emotionally and what creates lasting memories. That strategic thinking still underpins every project we undertake. Before we even start our design process we’re asking questions about the guests, their journey, the brand values and the emotional response we want people to leave with.

Beautiful spaces are important, but beautiful spaces with purpose are what create commercial success. When you truly understand your audience, you’re able to design experiences that feel intuitive, meaningful and memorable.

Your recent work on The Trafalgar St. James and Radisson RED Twickenham demonstrates two very different approaches to hospitality design. How do you decide which stories are worth telling within a space?

Every project begins with curiosity.

We spend time understanding what’s behind our clients’ ambitions and brands, their commercial objectives, KPI’s, the people, personality, and intended audience, before we begin designing.

Combining this knowledge with our anthropologic research – studying the historical, architectural and cultural landscape of the site – helps us to build and ultimately reveal the narrative.

As with The Trafalgar St. James, it was rooted in the building’s heritage intertwined with a contemporary sense of luxury to create a stylish destination. Other times, it’s about creating a sense of community by capturing the energetic personality of the Alliance Twickenham Stadium combined with the bold brand of Radisson RED.

The story you choose to tell should always feel authentic to the operator and guest. Once you’ve found that truth, every design decision becomes much clearer because it all supports the same narrative.

DLSM Studio has worked across a diverse portfolio that includes luxury hotels, destination restaurants, branded residences and mixed-use developments. Have you noticed a shift in what clients are asking for compared to five years ago, and what does that tell us about where hospitality is heading?

Without question. Five years ago, conversations often centred around creating visually impressive destinations that felt rooted to the locality of the property. Today, clients are thinking much more holistically.

They’re asking how design can speak on both an emotional and physical level. Considering a more sensory and personalised experience that resonates with guests on a deeper level.

We are designing in stronger brand identifiers and looking at a greater focus on niche pillars – such as health and wellbeing. These elements are truly integrated into the property, not just positioned in the Spa or Gym, but across the food and beverage menus, in room amenities and guest touch points.

Hospitality is becoming increasingly layered. It’s no longer just about what a space looks like, it’s about how it performs and how it connects with people. That’s exactly where we believe the industry is heading, and it’s very much aligned with the way we’ve always approached design.

The brand has built a reputation for creating spaces rooted in narrative. Why do you think storytelling has become such a powerful differentiator in a competitive evolving market?

Sharing stories builds deeper connections.

Storytelling is the ancient method of unifying people. It helps to create personality and purpose and intrigue. When guests become curious to explore and discover the story of a property it builds a deeper, positive emotional connection.

For us, storytelling isn’t about adding decorative references or themed moments. It’s about creating a coherent experience where every detail, from branding, interiors, operational delivery and guest journey, enhances and speaks to the same idea. When every touchpoint works together, the experience feels effortless, authentic and ultimately much more memorable.

Many designers focus on what a space looks like. You often speak about how a space feels. Why do you think emotion has become such an important design metric?

Because people don’t remember every material specification, they remember how a place made them feel.

Hospitality is an emotional industry. Whether someone is celebrating, travelling, relaxing or connecting with others, the environment plays an enormous role in shaping that experience. As designers, we’re creating spaces that appeal to the senses, support wellbeing and encourage genuine human connection.

When emotion becomes part of the design process, the outcome is far richer than aesthetics alone. Studies show that positive emotions toward a brand have a greater influence on loyalty than trust and other judgments, with emotionally connected guests having a 306% higher lifetime value towards the brand.

It’s those emotional moments that create loyalty, advocacy and lasting memories, which are ultimately the true measure of successful hospitality design.

What lessons from working with global luxury hospitality brands do you believe can be applied to residential living today?

The boundaries between hospitality and residential design are becoming increasingly blurred.

People want their homes to offer the same sense of luxury, comfort and considered experience they enjoy when staying in a great hotel. It is the considered nature of a hospitality experience that people are bringing into their houses that enhance the way they move and live at home.

Thoughtful planning, intuitive functionality, wellbeing, craftsmanship and a strong sense of place all contribute to a richer everyday experience. Great design should improve people’s lives, support their routines and create moments of joy.

As we say in our studio, it’s about designing beyond the aesthetic and creating environments that people genuinely love spending time in.

Hospitality

The Guild’s Famous Sandwiches Are Coming to JLT

Published

5 hours ago

October 30, 2026

Integrator Web-Editor

The Guild is bringing its popular Sandwinch Collection beyond DIFC, with a new weekend pop-up launching on November 7th at Splendour Fields in JLT. Located in the venue’s downstairs area, the pop-up will serve The Guild’s signature chicken, lamb and beef sandwiches every Saturday and Sunday, giving JLT residents and visitors the chance to enjoy one of DIFC’s lunchtime favourites closer to home.

Inspired by The Guild’s much-loved Sunday Roast, the sandwiches bring together quality ingredients, generous portions and carefully prepared accompaniments in a more casual, on-the-go format. Guests can choose from three options. The Chicken (AED 55), The Lamb (AED 65) and The Beef (AED 70), with roast potatoes or duck fat fries available on the side for AED 15 each.

Available in limited quantities, the sandwiches will be served on a first-come, first-served basis, so guests are encouraged to arrive early to avoid missing out.

Located in Gate Avenue, DIFC, The Guild has established itself as one of Dubai’s leading dining destinations, known for its ingredient-led menus and signature dining experiences. The JLT pop-up brings a taste of The Guild to a new neighbourhood, making its Roast Collection accessible to even more sandwich lovers across the city.

Hospitality

Sheraton Dubai Creek Hotel & Towers: The Perfect Destination for Memorable Events and Celebrations

Published

6 hours ago

October 30, 2026

Integrator Web-Editor

Whether you’re planning a dream wedding, an important corporate gathering or a special celebration with loved ones, Sheraton Dubai Creek Hotel & Towers offers an elegant setting for every occasion. Overlooking the picturesque Dubai Creek, the hotel combines timeless charm, warm hospitality and versatile event spaces with personalized services and thoughtfully curated dining experiences. From intimate gatherings to grand celebrations, the hotel provides a beautiful backdrop for creating unforgettable moments, with dedicated event specialists ensuring every detail is taken care of. Discover some of the best ways to host your next event at Sheraton Dubai Creek Hotel & Towers, with tailored packages designed to make every occasion truly special.

1. Say ‘I Do’ by the Creek: Celebrate Your Dream Wedding at Sheraton Dubai Creek Hotel & Towers

Every love story deserves a beautiful beginning, and Sheraton Dubai Creek Hotel & Towers offers a romantic setting to turn your dream wedding into an unforgettable celebration. With the picturesque Dubai Creek as its backdrop, the hotel brings together timeless elegance, warm hospitality and the charm of a waterfront setting, making it a wonderful choice for couples looking to celebrate their special day in style.

Whether it’s an intimate ceremony surrounded by loved ones or a grand wedding reception, the hotel offers elegant event spaces, thoughtfully curated dining experiences and personalised menus to suit every celebration. What makes the experience even more special is the dedicated events team, who work closely with couples to bring their vision to life, ensuring every detail reflects their unique love story. The festive season adds an extra touch of warmth and magic, creating a beautiful atmosphere for moments worth cherishing.

With wedding packages starting from AED 200 per person, couples can enjoy a thoughtfully curated experience featuring (catering, wedding cake, and other inclusions). The hotel’s Ballroom (venue/ballroom name) can accommodate up to 500 guests, making it a beautiful choice for celebrations of all sizes. Price: From AED 200 per person | Capacity: Up to 500 guests | Package Includes: catering, wedding cake, and other inclusions

2. Where Business Meets Elegance: Host Your Next Corporate Event by Dubai Creek

Great business ideas deserve an inspiring setting, and Sheraton Dubai Creek Hotel & Towers offers the perfect blend of professional hospitality, comfort and timeless elegance. Set against the picturesque backdrop of Dubai Creek, the hotel provides a welcoming environment where meaningful conversations, fresh ideas and successful collaborations come to life.

Whether you’re hosting an important boardroom discussion, a large-scale conference, an interactive team workshop or a corporate celebration, the hotel offers versatile meeting spaces designed to suit different business needs. What makes the experience stand out is the personalised approach, with a dedicated events team assisting with every detail, from venue arrangements to thoughtfully curated food and beverage experiences, allowing guests to focus on what truly matters — connecting, collaborating and achieving their goals.

With half-day meeting packages starting from AED 250 per person and full-day packages from AED 300 per person, businesses can enjoy tailored experiences featuring 2 (coffee breaks, lunch, AV equipment, Wi-Fi and other inclusions). The hotel’s Deira meeting rooms can accommodate up to 75 delegates, supported by a dedicated events team to ensure seamless planning and execution. Businesses can also benefit from Marriott Bonvoy Points (corporate group offers or complimentary benefits). Price: Half-day from AED 250 | Full day from AED 300 per person | Capacity: Up to 75 delegates | Package Includes: Up to 2 coffee breaks, lunch, AV equipment, Wi-Fi and other inclusions

3. Celebrate Life’s Special Moments at Sheraton Dubai Creek Hotel & Towers

Some moments deserve more than just a celebration they deserve a setting that makes them truly unforgettable. Whether it’s a milestone birthday, a special anniversary, an intimate family gathering or a stylish private celebration, Sheraton Dubai Creek Hotel & Towers offers an elegant escape where beautiful memories are made against the charming backdrop of Dubai Creek.

Combining timeless surroundings with warm hospitality, the hotel provides versatile event spaces that can be transformed to reflect the personality and spirit of every occasion. From thoughtfully crafted menus and tailored dining experiences to personalised event arrangements, every detail is designed to make guests feel special. With the support of the hotel’s dedicated Events Booking Centre team, hosts can enjoy their celebrations while the finer details are taken care of, creating an effortless experience from beginning to end.

With private event packages starting from AED 250 per person, guests can create their ideal celebration with personalised menus, entertainment and other inclusions. The hotel’s flexible event spaces can accommodate up to 100 guests, while the dedicated Events Booking Centre team provides personalised planning assistance to ensure every occasion is thoughtfully organised. Price: From AED 250 per person | Capacity: Up to 100 guests

Hospitality

Celebrate UAE National Day with 15% Off a Creekside Staycation at Sheraton Dubai Creek

Published

6 hours ago

October 30, 2026

Integrator Web-Editor

This UAE National Day, treat yourself to a relaxing getaway without leaving Dubai. Sheraton Dubai Creek Hotel & Towers is offering UAE residents an exclusive 15% discount on its regular half-board rate, valid for stays from 27 November to 6 December 2026, with no minimum stay requirement.

Set along the picturesque Dubai Creek in Deira, the iconic five-star hotel combines timeless elegance with modern comforts. Guests can choose from beautifully appointed Deluxe Rooms with city or Creek views, Club Rooms with exclusive lounge access, and spacious Junior and Executive Suites, offering a comfortable retreat for couples and families alike.

Dining is equally inviting, with Italian flavours at Vivaldi, British favourites at The Chelsea Arms, relaxed poolside dining at By the Bay, and casual refreshments at the Lobby Café. Guests can also unwind by the outdoor swimming pool, enjoy a rejuvenating treatment at Spa, or make use of the 24-hour fitness centre.

Adding a touch of festive magic, the hotel will be adorned with seasonal decorations throughout the holiday period. Guests staying on 4 December 2026 can also experience the hotel’s Christmas Tree Lighting Ceremony in the Lower Lobby, accompanied by a Christmas choir, creating a memorable start to the festive season.

With the flexibility of no minimum length of stay, guests can plan anything from a spontaneous overnight escape to an extended waterfront retreat. Combining comfortable accommodation, delightful dining experiences and a charming Creekside setting, this exclusive UAE National Day offer is the perfect opportunity to celebrate in style. To enjoy this exclusive UAE residents’ National Day half-board offer, book online using the promotional code ES2.