Emaar Hospitality Group design for Rose Downtown a new midscale hotel. The place is inspired in Dubai’s rich heritage while focusing on local design and art, which will roll out 10 properties across Dubai by 2020. The first property is the 420-room Rove Downtown Dubai, located in the Zabeel area and adjacent to Dubai Mall and the Burj Khalifa.

The hotel integrates contemporary and urban interiors with many Arabesque features and Peter Van Wyk, senior director, hospitality development for Emaar, explains that the overall design concept was to create ‘Instagrammable moments’.

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“The gap that we identified was a design-influenced middle market segment, and that’s where we started the Rove hotel concept from. We looked at all the concepts and identified that they were really not design-centric; they were there to fulfil a purpose and need more than a desire,”

“So what we are trying to do is create a product where you have a desire to stay. It’s a product that as soon as you walk in, the first 15 seconds is going to be something that’s inspirational; that you’ll remember and want to come back or recommend to others.” explains Van Wyk.

Tom Dixon pendants across the lobby and lounge, shipping containers that serve as a techno hub, Bedouin experience offered through a fabric canopy in the lounge, the industrial chic look of the Daily café, red garage doors in the meeting rooms, vibrant luggage store cubbies, Spider chandelier by Moooi for the board meeting room.

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The idea is that each of the properties acts as a natural extension of its neighbourhood. On the ground floor, next to the lobby area, the Rove Downtown Dubai features a restaurant and convenience store.

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