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SERENITY – THE ART OF WELL BEING CELEBRATES ITS 10TH ANNIVERSARY

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Serenity – The Art of Well Being is celebrating its 10th anniversary this year, marking a decade devoted to the art of caring, to continuous innovation and to building a new vision of well-being. Over the past ten years, the brand has established itself as one of Portugal’s most prestigious names in the world of luxury well-being, distinguished by an approach that elevates well-being to its fullest, most transformative expression.

Founded in the Algarve in 2016, Serenity embarked on a journey defined by sustained growth and a relentless pursuit of excellence, expanding its presence both nationally and internationally to destinations such as Lisbon, Cascais and Dubai. In 2024, the brand marked a significant milestone in its international expansion with the opening of Serenity at Fairmont The Palm, Dubai, bringing its distinctive approach to well-being to one of the city’s most iconic destinations. In 2026, Serenity is preparing to open three new spaces – two in Portugal and one in Dubai – reinforcing its mission to make deeply meaningful well-being experiences increasingly accessible across different geographies.

More than a spa, Serenity represents an integrated 360° well-being ecosystem, designed to meet the physical, mental and emotional needs of the contemporary individual. Its offering brings together complementary concepts such as ACTIVE by Serenity, dedicated to movement, performance and recovery, and the healthy restaurant ZEST, where mindful nutrition plays a central role in promoting health and vitality.

In a decade marked by profound shifts in the way we understand self-care, Serenity has stood out for its ability to anticipate and set trends, introducing new concepts and innovative approaches to the national market. From longevity to physical recovery, from health optimisation to nervous system regulation, the brand has continually integrated experiences and therapies that address the challenges of modern life, fostering a deeper balance between body and mind. Intravenous therapies, ice baths and specialised recovery programmes are just some examples of a vision that sees well-being not as an isolated moment, but as a continuous and conscious practice woven into clients’ lifestyles.

Today, more than ever, true luxury lies in the ability to slow down, recover, reconnect and invest in one’s own health. It is within this space of balance, presence and longevity that Serenity continues to assert its identity, creating experiences designed to restore energy, promote mental clarity and cultivate a lasting state of well-being.

“We celebrate these ten years with deep gratitude and a sense of purpose, proud of a journey shaped by our ability to anticipate the future of well-being. This path has been built by the team members, partners and clients who believed in our vision from day one and who, every day, entrust us with their well-being. Throughout this decade, we have sought to contribute to a new way of living well – more integrated, more conscious and profoundly human. More than following trends, our commitment has always been to create transformative experiences that bring physical and mental health together and enable people to care for themselves in a genuine and sustainable way. It was with the conviction that well-being has the power to change the way we live that we built Serenity – The Art of Well Being. After a decade of continuous innovation, that purpose is more alive than ever. We look to the years ahead with a strong ambition to grow, determined to keep redefining the standards of excellence and to lead the future of this industry,” says Maria d’Orey, Founder & Global Director of Serenity.

Internationally recognised through numerous awards and a reference in the well-being and hospitality sectors, Serenity has been honoured over the past decade, among others, at the World Luxury Spa Awards, with distinctions including World’s Best Luxury Wellness Centre and World’s Best Spa Development Group.

10 Years | 10 Days | 10 Offers Campaign

As it celebrates its 10th anniversary, Serenity is turning the tables and sharing the gifts with those who matter most: its clients. Because the best way to celebrate is to share the journey with those who have always been there, the brand has created an exclusive July campaign: 10 days filled with 10 well-being experiences. The anniversary line-up includes unmissable offers such as complimentary access to the pool and beach, 50% off on the Matcha menu at Mashrabiya lounge, personalised physical assessments and a complimentary experience in the Aurum Suite when booking a couple’s treatment, among many others. Prior reservations are required through the spa WhatsApp number.

This initiative marks the start of a special anniversary program that reflects the brand’s ongoing commitment to the evolution of well-being and to creating experiences that are ever more emotional, conscious and personalised.

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Hospitality

SIPS & SERENATA: MIDWEEK, THE TRUE ITALIAN WAY AT CUCINA

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Wednesdays at Cucina are getting a new soundtrack with the launch of Sips & Serenata, bringing together live entertainment, a vibrant aperitivo

experience and authentic Italian flavours at the Palm West Beach trattoria. Inspired by Cucina’s celebration of aperitivo culture and the Italian ritual of gathering over good food, good wine and great company, the new weekly experience offers guests a taste of la dolce vita in the middle of the week.

Taking place every Wednesday from 7pm until late, Sips & Serenata is inspired by the Italian tradition of aperitivo, an evening made for sharing, socialising and lingering a little longer around the table. Guests can settle in over vino carafes and signature spritzes as the evening unfolds, bringing a little of the Italian way of life to Dubai’s midweek dining scene.

Priced at AED 299 for two, the experience includes two hours of free flow wine carafes alongside the Tagliere dello Chef, a generous antipasti board featuring a chef’s selection of Italian cheeses and an assortment of beef or pork cold cuts, with the option to enhance the experience with favourites such as arancini, bruschetta, focaccina, marinated Apulian olives and fried calamari.

Adding to the atmosphere, Verou Poli will provide the soundtrack to the evening. Known across Dubai for her live performances and distinctive one-woman-band format, Verou combines vocals, piano, percussion and live looping in real time. Fluent in both English and Italian, her repertoire spans timeless classics and contemporary favourites, creating the perfect backdrop for Cucina’s spirited aperitivo nights.

Made for after-work aperitivo, date nights or a midweek catch-up with friends, Sips & Serenata offers an easy excuse to linger a little longer at Cucina. The à la carte menu is also available throughout the evening.

  • Offer Details:
  • When: every Wednesday from September 2026
  • Time: 7:00pm until late
  • Where: Cucina, Palm West Beach
  • Price: AED 299 for two, including two hours of free-flow carafes of vino and Tagliere dello Chef
  • Add-ons: Arancini (4 pieces) AED 30, marinated Apulian olives AED 10, fried calamari AED 30, bruschetta (2 pieces) AED 20 and freshly baked focaccina AED 30
  • À la carte: also available
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Hospitality

THE ART OF CULINARY VERSATILITY

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Exclusive interview with Chef Tim Newton, Executive Chef of the Demind Group

You began your culinary journey in a small town and went on to work across some of the world’s leading gastronomic destinations. Looking back, what moments fundamentally changed the way you understood food and the craft of being a chef?

I don’t think there was one defining moment that changed how I understood food. As a young cook, you learn how to respect ingredients and bring out their best flavours. As you grow in the profession, you also learn how to create dishes that are commercially successful without compromising on taste. Now, in my forties, my focus is on respecting the product, creating something memorable for the guest, ensuring the business remains profitable and, most importantly, being original in my work.

From working alongside some of the industry’s most respected chefs to leading the culinary direction of multiple high-profile concepts, what experiences have most shaped your approach to cooking and leadership?

My approach to both cooking and leadership has been shaped by seeing where others have failed, as well as recognising my own failures. One of the greatest tests of a chef is the ability to make a mistake, recover from it and avoid repeating it. Do I still make mistakes as a leader? Absolutely. But I make a conscious effort to acknowledge and correct them immediately.

As Executive Chef of Demind Group, how do you see your role beyond creating dishes? What is your larger vision for the teams, concepts and dining experiences you are building?

My role at Demind has always extended beyond creating dishes. I have had the privilege of helping to shape and develop the brands themselves. My director has consistently given me the freedom to create, experiment and, importantly, make mistakes and grow from them. My vision for the team is to help each person mature and develop their skills. I never expect my employees to remain with me forever, so I believe it is our responsibility to prepare them for successful careers beyond Demind.

With Bagatelle, OPA, La Niña and Myrra each having their own culinary personality, what is your overarching vision for the kind of dining experiences Demind Group should be known for?

Demind Group is known for creating top-tier dining experiences, but each of its concepts has a distinct identity. At La Niña, guests experience refined Spanish and Latin American cuisine in a beautiful, romantic setting. OPA offers a complete night out, combining vibrant party energy with excellent food. Casa Myrra is positioned as an upscale-casual concept, offering the quality and attention to detail associated with La Niña and OPA, but within a more relaxed atmosphere.

Each of these concepts draws from a distinct culinary culture, from French and Greek to Iberian Latino and Greek-Spanish influences. How do you approach reinterpretation without losing the authenticity that makes a cuisine recognisable?

I approach every brand in the same way: I study, I develop the flavour profile and then I create. It may sound simple, but the process can take months. Take OPA Dubai, our flagship concept, for example. Even today, we never allow ourselves to become complacent when developing new dishes. Around 70 per cent of the menu remains consistent, while the remaining 30 per cent is continuously evolving. We study market trends, but we also aspire to set them. I travel across Greece, discovering regional dishes and ingredients that are often overlooked, while continually searching for the finest products available. At Demind, we are always moving forward.

Rapid Fire Questions:

What is the most unexpected food combination you genuinely love?

I’m a big fan of ranch dressing, so I would have to say Bolognese with a generous dollop of ranch on top. The height of gourmet dining!

What’s the one dish you would happily cook for friends at home, and what’s the one dish you absolutely refuse to make outside the professional kitchen?

Tacos, any day of the week.

What is the one kitchen rule you refuse to compromise on?

Respect one another.

A dish I would refuse to make outside the kitchen?

That’s a difficult one, because I don’t find anything too challenging. I would gladly take on any culinary challenge in my home kitchen.

Every chef has a dish they secretly think they make better than anyone else. What’s yours?

Paella—for sure!

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Hospitality

BUILDING THE WORKFORCE OF TOMORROW

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Exclusive interview with Ravi Jethwani, CEO, Innovations Global

As the UAE enters the second half of 2026, how would you assess the current state of the job market? What key trends are shaping recruitment today?

The UAE job market remains fundamentally resilient, although it has become more selective. Regional uncertainty created some short-term caution among employers, particularly around the middle of the year, but this has not changed the underlying attractiveness of the UAE as a business and employment hub. Recruiters are already expecting hiring activity to strengthen as companies restart recruitment plans that were temporarily paused.

Despite recent regional uncertainties, hiring activity appears to be picking up. What factors are driving this renewed recruitment momentum?

The biggest driver is the UAE’s continued economic diversification. Businesses are investing across technology, financial services, healthcare, real estate, infrastructure, energy and professional services rather than relying on a single economic engine.

Dubai’s Q1 2026 GDP grew 2.4% year-on-year, with particularly strong performances in healthcare, construction, financial services and utilities. 

There is also a significant amount of investment already committed to long-term projects. As business confidence improves, organisations that delayed hiring are likely to revisit those plans.

Dubai has become one of the world’s most attractive employment destinations. What do you believe has contributed to this transformation, and why does it continue to attract global talent?

Dubai has successfully created something that goes beyond simply being a place to work—it has become a global platform for business. 

Its advantages include world-class infrastructure, connectivity, a highly international business environment, a relatively business-friendly regulatory framework and access to markets across the Middle East, Africa and Asia. Importantly, Dubai has continuously reinvented itself. It has moved from being primarily associated with trade and real estate to becoming a significant centre for finance, technology, logistics, tourism, healthcare, and professional services and innovation.

Which sectors are expected to lead hiring in the UAE during the second half of 2026, and what roles are currently in highest demand?

I would expect technology and AI, financial services, healthcare, energy and renewables, construction, real estate, logistics, professional services to remain among the strongest areas.

In terms of roles, demand is increasingly concentrated around AI and data professionals, technology specialists, cybersecurity, finance and investment professionals, sales and business development, healthcare specialist, engineering and specialized talent. The important point is that AI is creating demand not only for pure AI specialists, but for people who can combine AI capability with industry expertise

What advice would you give to professionals who are looking to advance their careers or secure new opportunities in the UAE?

My advice would be to be much more strategic about the job search. Don’t simply apply to hundreds of vacancies with the same CV. Understand the industry, identify companies that are expanding and tailor your profile to the requirements of those organisations. Networking is also extremely important in the UAE. Build relationships with recruiters, industry professionals and decision-makers rather than relying entirely on job portals.

Are there any emerging workplace trends—such as flexible work, upskilling, or digital transformation—that will significantly influence the future of work in the UAE?

First is AI enabled work. AI will increasingly become part of everyday workflows rather than a separate technology function.

Second is continuous upskilling. The half-life of skills is becoming shorter, so employers and employees will both have to invest in learning. Third is the evolution of flexible working. I don’t think the future will necessarily be completely remote or completely office-based. Instead, organisations will increasingly adopt hybrid models based on productivity, collaboration and the nature of the role. The UAE has an opportunity to become a leader in this new model because of its young, international and digitally sophisticated workforce.

Looking ahead, what is your outlook for the UAE job market over the next 12 months, and what opportunities do you foresee for employers and job seekers?

I am cautiously optimistic about the next 12 months. I expect recruitment to become progressively more active as businesses move beyond the uncertainty of the first half of 2026 and resume investment and expansion plans. The fundamentals remain strong: economic diversification, infrastructure investment, international capital, population growth and the UAE’s continued positioning as a global business hub.

However, I don’t expect every segment of the market to grow equally. The market will remain selective, and employers will continue to demand stronger productivity and specialised skills.

For employers, the opportunity is to access an increasingly sophisticated global talent pool. For professionals, the opportunity is to build careers in sectors that are expanding rapidly.

Ultimately, I believe the UAE job market is moving from a “jobs market” to a “skills market.” The winners over the next few years will be organisations that can attract and retain the right talent, and professionals who continuously upgrade their skills and demonstrate measurable value.

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