< Previous80 Vol. 25/02, February 2024 As the co-founder and former managing director of Namshi, Khalid possesses a deep well of expertise and hands-on experience in building, launching, and scaling successful e-commerce ventures within the region. This e-commerce platform, a collaborative venture between Saudi Arabia’s Public Investment Fund (PIF) and Mohamed Alabbar, first made its mark in the Saudi market in 2017. Since then, noon.com has emerged as a trailblazer in the Middle East’s digital commerce scene, establish- ing itself as the premier online shopping hub in the Considered the UAE’s homegrown equiva- l ent of N etflix, Starzpla y Arabia w a s co-founded by Maaz Sheikh, Dann y Bates, Khal ed Benchouche, and Karin Baggstrom. A subscription video-on-demand stream- ing service o ering a variety of content, including lms, documentaries, TV shows, as well as Arabic programming, the content is available in four languages across the MENA region and Pakistan. By collaborating strate- gically with global studios such as Warner Bros, Universal, Discovery, and 20th Century Studios, among others, Starzplay FARAZ KHALID MAAZ SHEIKH CEO noon Co-founder and CEO Starzplay UAE, KSA, and Egypt. The evolution of noon.com has seen the introduction of innovative services like noon Pay, a peer-to-peer payment service designed to o er users in KSA and the UAE unmatched conveni- ence, security, and exibil- ity. In the first quarter of 2023, noon.com achieved a significant milestone by acquiring Namshi, a leading UAE-based fashion e-com- merce platform. Founded in 2011 by Faraz Khalid and his partners Hisham Zarka, Hosam Arab, Louis Lebbos, and Muhammed Mekki, Namshi has specialised in delivering a wide range of footwear and apparel fash- ion brands. Under Khalid’s leader- ship, noon.com is now focused on accelerating its growth and reinforcing its market presence in key regions, including the UAE, KSA, and Egypt. In terms of its market impact, noon. com has made a signi cant mark. It secured the fifth position among the largest e-commerce entities in the UAE last year, with an impressive revenue gener- ation of $167.6m. Arabia has rmly established its position. The service has secured signi cant nancial backing, accumulating more than $125m in funding from enti- ties like Lionsgate, State Street Capital Group, and SEQ Capital. Further strengthening its nancial foundation, Starzplay Arabia secured its inaugural inde- pendent debt financing of $25m through a partnership with Abu Dhabi-based Ruya Partners in 2021. STARZ PLAY is headquartered in Dubai, UAE, with technology development offices in Madrid, Spain and Lahore, Pakistan. StarzPlay has conducted an extensive study spot- lighting viewership pattern in KSA for the year 2023. The study reveals that nearly 45 percent of StarzPlay’s entertainment audience originates from KSA, while Saudi viewers make up 30 percent of the platform’s sports audience. Football holds the top spot as the preferred sport among Saudi viewers, capturing a 60 percent share of the Saudi sports audience, followed by cricket. 3132 ECOMMERCEENTERTAINMENTarabianbusiness.com 81 Guided by the legacy of her late father, Easa Saleh Al Gurg, the founder, Al Gurg has shaped her leadership approach. Recognised for her advocacy for Arab women entrepre- neurs, she established the Dubai Businesswomen Council and holds positions on the board of directors of Dubai Chambers. Addition- ally, she serves on the boards of the Dubai Chamber of Trade and Dubai Women’s Association. In her role as the vice chairman of the boards at the National Bank of Fujairah, Mohammed Bin Rashid University of Medi- Al Hassawi’s journey with du began in its inception in 2006 when he assumed the role of executive vice president of Human Resources from April 2006 to December 2009. His responsibilities spanned across various business units, including enterprise and consumer engagement, branding, communication, strategic planning, govern- ment relations, and the enhancement of customer experiences. Furthermore, he has played an instrumental role in establishing strategic partnerships and collabora- tions, elevating network experiences, and enhancing customer engagement. RAJA AL GURG FAHAD AL HASSAWI Chairperson and Managing Director Easa Saleh Al Gurg Group CEO du cine, and Health Sciences (MBRU), and vice chair at the University of Dubai, Dr. Al Gurg provides valuable insights to the advisory board of Coutts Bank, the wealth division of the Royal Bank of Scotland Group. H e r in v o lv ement extends to the board of dir ectors f o r Dubai Academic Health Corpora- tion, vice chairperson of the University of Dubai, board of trustees for Hamdan Bin Mohammed Smart Univer- sity, and member of the board of trustees for Ajman University. In 2022, she took on the position of honorary pro-chancellor at Heriot Watt University, complemented by the recent appointment of Professor Dame Heather McGregor as provost and vice-principal in Dubai. Al Gurg also o ers her expertise to various business groups and international trade alli- ances. Her philanthropic endeavours include contri- butions through the Easa Saleh Al Gurg Charity Foun- dation, and she holds the role of chairperson of the board of directors of the Al Jalila Foundation. Commencing his career as the first lieutenant engi- neer for the Dubai Police, Al Hassawi has accumulated diverse leadership experi- ence, spending seven years at Emirates in various roles such as senior industrial engineer, performance development manager, manager of National Recruitment & Development, and vice president of Human Resources. Within the dynamic land- scape of the ICT sector, Al Hassawi takes the helm of telecom operations within du’s digital lifestyle and inno- vation divisions. His extensive responsibilities encompass steering infrastructure devel- opment, implementing tech- nological advancements, managing network invest- ments, and overseeing the continuous expansion of 5G capabilities. Beyond his oper- ational duties, Al Hassawi is dedicated to fostering the growth of the next generation of Emirati entrepreneurs and business leaders. The company reported AED1.27bn in profit for the first nine months of 2023, while revenue reached AED10bn from AED9.4bn over the same period. 3334 DIVERSIFIEDTELECOMS82 Vol. 25/02, February 2024 With roots dating back over four decades, AKI stands as a testament to Dubai’s entrepreneurial spirit. Originally founded in 1982 by Dr. Saad F. Al Khayyat, AKI has grown from a single pharma company in Dubai to a multi- billion-dollar diversified business across the Middle East. As a new breed of family business, at the heart of AKI’s success lies its adherence to core values, embedded in a people- rst philosophy. AKI’s corporate identity is shaped by its commitment to diversity, skill development, and integrity, underpinned by robust governance and compliance. AKI was thus named one of the top 25 Best Workplaces in UAE™ 2023 by Great Place to Work® Middle East. In recent years, AKI has nurtured a spirit of smart agility and fostered an open-to-opportunity attitude to build a better and more sustainable future. In practice, AKI continues to diversify across their 10 business units within six core indus- tries, including retail, healthcare, consumer goods, tness & lifestyle, contracting, and automotive. “Diversi cation is key as the GCC region remains a vital global marketplace in 2024,” says Zaid S. Al Khayyat. “The resilience of the GCC is unparalleled as business leaders have adeptly navigated challenges, from the pandemic to supply chain disruptions, in ation, geopolitical con icts, and major technological shifts.” He attributes this positive trend to the diversi cation initiatives of regional governments and business leaders. “Diversi cation goes beyond being a mere strategy or quick response. It needs to be a core aspect of a business’s culture, encouraging an entrepreneurial spirit that embraces change while staying grounded in commerce and community engagement.” AKI’s collaborations with brands such as Superdry, Petit Bateau, adL, and Nanàn underscore adapting to the ’moments’ economy’s focus on customer experiences. “We’re enhancing partner engagement, especially in ecommerce and mobile experiences,” he notes. AKI’s align- ment with the demand for holistic healthcare has also boosted its Healthcare, Medical & Laboratory, and Pharma sectors, while AKI’s Contracting & Landscaping business now focuses on sustainable spaces that echo community values. At the same time, AKI’s Consumer Goods division now ranks among the UAE’s top three FMCG suppliers. Across all areas of its business, AKI have harnessed new technologies to provide digital- rst, mobile-enhanced expe- riences. Behind the scenes, its focus on AI, automation, and stringent system controls allows AKI to maintain accurate inventory tracking and delivery, even in challenging global supply chain conditions. In 2024, AKI will launch a new, advanced distribution hub in Dubai Industrial City, significantly enhancing its capabilities. “This state-of-the-art distribution centre will double our storage and dispatch capacity, supporting our accelerated growth and expansion plans,” Al Khayyat explains. As a result of all of these factors, AKI is regarded as a pioneer in multiple industries, and a trusted partner for both local businesses and global brands. ZAID S. AL KHAYYAT Managing Director Al Khayyat Investments (AKI) DIVERSIFIED 35arabianbusiness.com 83 With the responsi- bility for the oper- ation and devel- opment of Dubai International (DXB) as well as Dubai World Central (DWC), Griffiths joined Dubai Airports as its first CEO in October 2007. One year later, he launched Terminal 3 at DXB and in 2010, launched the Emirate’s second airport, DWC. He achieved another milestone in Dubai’s aviation history in 2013 with the opening of Concourse A, the world’s first purpose-built A380 facility f o ll o w ed b y Concourse D in 2016. Under his leadership, Dubai Airports successfully Sheikha holds a degree in Economics and Computer Science from the University of South- ern California, and furthered his education with a Master’s Degree in Computer Science at Stanford University. His professional journey began at Trilogy Software, followed by a role at Brience, a San Fran- cisco-based mobile experi- ence startup, in March 2000. Subsequently, he played a leadership role at DeviceAn- ywhere in Pakistan, where he guided its o shore develop- ment centre. Following the acquisition of DeviceAny- where by Keynote Systems, Sheikha joined the Dubai office of McKinsey & PAUL GRIFFITHS MUDASSIR SHEIKHA CEO Dubai Airports CEO Careem managed the Covid-19 crisis and became one of the rst airports to welcome back international tourists. Previ- ously, he was the managing director of London’s Gatwick Airport. Before joining airport operator BAA in 2004, he spent 14 years with the Virgin Group, working closely with Sir Richard Branson as a board director of the Virgin Travel Group. Dubai Airports reported a milestone as DXB registered 22.9 million passengers in Q3 2023, marking the highest quarterly tra c since 2019. As of the rst nine months of the year, the total year-to-date traffic reached 64.5 million passengers, reflecting a 39.3 percent increase compared to the same period in 2022. India retained its position as DXB’s leading country destination in terms of tra c volume, with 8.9 million passengers in the rst nine months of the year. KSA followed closely with 4.8 million passengers, and the UK recorded 4.4 million passen- gers during the same period. And just last month, Gri ths was honoured as the Busi- nessperson of the Year at the Arabian Business Achieve- ment Awards held in Dubai. Company. Four years later, in collaboration with his former McKinsey colleague Magnus Olsson, he embarked on a new venture aimed at simpli- fying the lives of people in the Middle East. This venture materialised as Careem, launched in 2012, which evolved into a leading tech- nology platform for the region and was eventually acquired by Uber for $3bn in 2020. In Dubai, Careem provides a diverse array of services, encompassing payments, food and grocery delivery, ride-hailing, micro-mobility, and more. In April 2023, buoyed by a $400m investment, telecom giant e& became the majority shareholder in Careem’s super app, while Uber retains complete ownership of Careem’s ride-hailing busi- ness. The Careem super app offers a wide range of services, includin g micro-mobility, food and grocery delivery, and third- party services such as home cleaning and car rental. Fintech offerings include Careem Pay, which offers peer to peer transfers, bill payments, digital wallet and international remittances. 3637 AVIATIONTECHNOLOGY84 Vol. 25/02, February 2024 QASIM MANSOOR Partner/Chief Development Of cer and Chief Operations/ Commercial Of cer R.Evolution REAL ESTATE 38 With over two decades in life- style real estate develop- ment with experience in leading the largest lifestyle waterfront development in Emaar portfolio, including Dubai Creek Harbour, a $75bn project, Mansoor is helping to redefine ultra-luxury residential developments connected with wellbe- ing. Having worked with the C-suite of publicly listed companies, he has developed market entry strategies and stakeholder management, increased revenues through sales, marketing, as well as unique product creation. Also special- ised in real estate developments, Mansoor is highly quali ed across architecture, master planning, urban development, marketing, and sales strategies realms. In his current role, Mansoor helps identify unique loca- tions for new opportunities through capital structures, land zoning, return on equity supported by development posi- tioning, value creation through design, brand equity and attention to construction and materials in the ultra-luxury developments globally. He is also steering R.Evolution’s creative talent toward creating disruption in future expan- sions in other markets in UAE and globally. Backed by a wealth of experience, Mansoor is also the co-founder and board advisor at REimagine Development since June 2021, a design led development company focused on ideation, design and development. marketing and sales. The leadership of the company hails from Emaar, Aldar, NEOM. McKinsey, SOM, HOk and more. The company also focuses on portfolio management & investment manage- ment on behalf of its trusted investors. He is also the co-founder and board advisor at REimagine Property since January 2021. A real estate brokerage agency, REimagine Property focuses on tier 1 Dubai Real Estate Developers in the most prestigious lifestyle locations. As highly experi- enced real estate brokers supported by their innovation and technology platforms to support their brokers in providing a concierge service to investors, RE imagine Real Estate brokerage aspires to be leading the future of real estate brokerage in MENA region with future expansions to London, Monaco, New York, and Los Angeles. He is also a global real estate senior advisor (external) with McKinsey & Company since July 2019. He previously held the role of Exec- utive Director - Design & Development at Ellington Prop- erties Development LLC. And he also led overall land bank of Aldar of lifestyle real estate development and design. About R.Evolution R.Evolution’s UAE division is backed by a strong network of world-class partners, both locally and globally. The executive team, featuring industry veterans like Alex Zagrebelny and Mansoor, ensures a powerful fusion of experience and inno- vation in shaping forthcoming projects. With over 24 years of experience, R.Evolution has crafted architectural master- pieces in countries like Latvia, Germany, and Spain, span- ning residential, hotel, o ce, and infrastructure projects. Renowned for infusing a unique approach and DNA into real estate development, each project embodies a revolutionary vision, integral to the evolving real estate landscape of its host city. Set to leave a lasting impact in Dubai, the company aims to construct a new generation of unconventional, inno- vative, and sustainable living environments.arabianbusiness.com 85 SHADMAN SAKIB Founder and CEO Vurse TECHNOLOGY 39 Shadman Sakib is a 28-year-old first-generation technology entrepreneur currently building Vurse as the Founder and CEO. Vurse is an upcoming social media platform focussed on disrupting the expo- nentially growing short-video ecosystem. Shadman’s vision is to create a global environment for people from all over the world to be able to share their stories, expe- riences and culture. Under Shadman’s leadership, Vurse has grown rapidly in a very short span of time. The appli- cation launched in India in November 2023, and is show- ing strong signs of engagement with over 16 million events created in the app, users spending an average of 22 minutes/day and logging in 3-5 times consistently on a daily basis. Shadman and his team at Vurse have set sights on UAE as the next market to expand into after their successful foray into India. His contributions to the growing tech ecosystem in UAE has been documented and recognized extensively with a Young Achiever of the Year 2022 award by CEO Middle East and Entrepreneur of the Year 2022 by Entre- preneur ME. Shadman is an avid public speaker having had keynote speeches at large scale events such as Gitex. He is also a philanthropist at a very young age contribut- ing to various causes worldwide through the Sakib Phil- anthropic Foundation that he has set up. About VURSE Driven by the vision of nurturing global talent and making their content accessible anytime, anywhere, the app aims to be a bridge between Web2 and Web3 through an interactive short video platform, and a block- chain-based ecosystem for content creators. What sets VURSE apart is its emphasis on user interaction rather than mere consumption. There are 27 categories on VURSE, and the majority of its target audience is Gen Z who will be growing on the platform as the older audience. As a hyper visual platform with one-minute-long videos, VURSE will unleash creativity with their state-of- the-art filters and editing features. Considering that it is very challenging for content creators to commercialise the content they are sharing on social media and there is a lack of transparency with respect to monetization of content, VURSE’s solution to this is their suite of SocialFi products which benefits both creators and users. Vurse is leveraging deep-tech in order to bring in additional monetisation, ownership of content, as well as user engagement. Aimed at establishing the “content creator” as a respectable profession, VURSE helps creators grow themselves and their brands as fast as possible. Among VURSE’s multi-fold unique features is the VS Challenge where users can upload videos that showcase their skills and then challenge other users to compete in a video duel, and Guessing Challenge which eliminates the problem of mindless scrolling through interactive trivias and quizzes posted by creators within the content they are creating. 86 Vol. 25/02, February 2024 LEWIS ALLSOPP Chairman Allsopp & Allsopp Real Estate REAL ESTATE 40 Emerging as a pivotal gure in the Dubai real estate landscape, Allsopp has, over a span of 15 years, transitioned a modest four-per- son startup into a distinguished entity within the Dubai real estate sector, earning numerous accolades and establishing a recognisable brand identity. His innovative approach has not only revitalised his family’s busi- ness in Dubai but has also steered it toward pro tability, with the company now boasting annual revenues in the nine- gure range and leading sales across a variety of established residen- tial communities throughout the city. Allsopp’s journey in the real estate domain initiated from a humble setup in a small villa located in Jumeirah. Here, he adeptly managed a diverse array of responsibilities, ranging from operations to sales, while navigating the company through the emerging real estate market of Dubai. His leadership is characterised by an unwa- vering determination and a shared commitment to success, principles that have become foundational to the company’s ethos and have signi cantly in uenced the broader Dubai real estate industry. These qualities are regarded as essen- tial for any successful real estate agency looking to launch in the city over the last decade. His optimism, exemplary leadership, and staunch dedi- cation to mutual success have been pivotal in driving the company’s forward momentum. Under Allsopp’s guidance, Allsopp & Allsopp Real Estate has experienced substantial growth, expanding its workforce to over 650 employees distributed across various Dubai locations. The company has broadened its scope beyond its core real estate activities, establishing several successful subsidiaries that o er nan- cial services, executive search, and property management, thereby providing a holistic suite of services that enhance its real estate operations. Allsopp’s keen eye for identifying promising opportuni- ties, combined with his readiness to undertake well-con- sidered risks and make strategic business decisions, is widely acknowledged as the driving force behind the compa- ny’s ascendancy and its ability to exceed industry standards. This strategic foresight and business acumen have not only arabianbusiness.com 87 contributed to the company’s impressive growth but have also set a benchmark for excellence and innovation in the real estate sector. About Allsopp & Allsopp Real Estate Founded in 2008 by Lewis Allsopp, serving as chairman, and Carl Allsopp, holding the position of CEO, Allsopp & Allsopp Real Estate has emerged as Dubai’s most accoladed inde- pendent real estate rm. The company is renowned for setting new benchmarks within the Dubai real estate sector through its commitment to transparency and the use of data-driven tools. These innovations equip their clientele with crucial data and market insights, facilitating more informed property-related decisions on a daily basis. As of today, the workforce at Allsopp & Allsopp in Dubai has expanded to encompass over 650 experts who have undergone professional training and adhere to industry regu- lations. These professionals cover a broad spectrum of real estate services, including residential, commercial, and o -plan sales and rentals, direct client property management, mortgage advisory, sales progression, holiday home services, and executive search. With a legacy spanning more than 15 years of successful operations in Dubai, Allsopp & Allsopp remains dedicated to spearheading innovation within the industry, fostering a positive workplace culture, and provid- ing unparalleled real estate services to their clients. Under the guidance of its founders, Allsopp & Allsopp has seen consistent double-digit growth annually for several years. This growth trajectory reached its peak in 2023, which was recorded as the most successful year in the company’s 15-year history. A key aspect of this achievement is the company’s status as a wholly family-owned enterprise, which has thrived without the need for private equity fund- ing or the pursuit of expansive acquisitions. This success is attributed to what Allsopp perceives as the rm’s greatest resource: its dedicated team of professionals. Allsopp & Allsopp Real Estate has emerged as Dubai’s most accoladed independent real estate rm The Allsopp & Allsopp Annual Dubai Property Market Report According to the Allsopp & Allsopp Annual Dubai Property Market Report for 2023, there was record-breaking activity across the Dubai real estate market. Their report unpacks 12 months of market data and consumer insights, covering every aspect of the Dubai residential sales and lettings market. They explain how o -plan sales propelled the market forward, branded residences’ role in making Dubai the world’s number one city for sales transactions over $10m and look beyond the headlines to reveal where 70 percent of Dubai sales transactions occur. This comprehensive report delves deeply into the current trends and dynamics of the Dubai real estate market, offering an extensive analysis coupled with impactful consumer insights. It is meticulously designed to assist a wide range of market participants, including buyers, sellers, landlords, and tenants, by equipping them with the knowl- edge to con dently navigate the market landscape. With the detailed information and insights provided in this report, users are positioned to derive maximum value from their market engagements. Central to the foundation of this report is a rich compi- lation of market data and consumer insights, sourced from the robust Data Hub at Allsopp & Allsopp, in conjunction with the authoritative records of the Dubai Land Depart- ment. These resources collectively o er an empowering toolset for individuals and entities alike, facilitating the formulation of well-informed, strategic property decisions in the year 2024. By o ering a panoramic view of the market’s current state, including trends, patterns, and predictions, this report aims to not only inform but also enhance the decision-mak- ing process for all stakeholders involved. It is tailored to provide users with a comprehensive understanding of the market, enabling them to make decisions that are both informed and bene cial in the short and long term.88 Vol. 25/02, February 2024 HAMID KERAYECHIAN CEO and Founding Partner Ayana Holding REAL ESTATE 41 With over two decades of experience in luxury real estate dev el opment, Kerayechian stands at the helm of Ayana Holding, a conglomerate he has transformed into a globally recognised network. Under his result-driven lead- ership, Ayana Holding has become a powerhouse, providing a comprehen- sive range of industry-speci c solu- tions to governments and real estate developers across the globe. His strategic vision has led to the expansion of Ayana Holding’s service o erings, encompassing everything from real estate investment and devel- opment to design, construction management, marketing, strategy, technology, IT, infrastructure, asset management, procurement, hospital- ity advisory, and general trading. Kerayechian has meticulously diversi ed Ayana Hold- ing’s business sectors, incorporating real estate investment and brokerage through Ayana Properties, architectural design, and construction management with VX Studio, inte- rior design by Opaal Interiors, and marketing and branding through Brand Capital. His endeavours also include devel- oping the leisure and entertainment sector with M2L Concepts, advancing IT infrastructure and Proptech with Xplor, and overseeing building materials procurement, general trading, and asset management with Detay, among other ventures. His leadership has been instrumental in broadening the company’s global presence, notably in the GCC, Europe, North America, CIS countries, and Africa. As a dynamic and interactive leader, Kerayechian manages teams of highly skilled and motivated profession- als. His approach is fundamental to fostering growth, devel- opment, and the successful delivery of quality projects and companies within Ayana Holding. His emphasis on vision and innovation continuously propels the company towards new heights, solidifying Ayana Holding’s position as a leader in the real estate development sector and beyond. About Ayana Holding Based in Dubai, Ayana Holding is a globally recognised organisation with a portfolio of market-leading businesses and investments across various industries. Since its incep- tion, Ayana Holding has grown into a multi-million-dollar arabianbusiness.com 89 conglomerate, known for its adeptness in thriving within diverse, transitional, and complex economies, positioning it as a leader in innovation. The company excels in creating a global network of in uential companies, leveraging its substantial nancial, operational, and strategic expertise, and expansive network. This approach enables the company to transcend international boundaries and benchmarks, fostering high-growth businesses that disrupt industries and make a signi cant global impact. Ayana Holding is dedicated to assembling a network of formidable companies that collaborate to o er a broad range of high-quality services and expertise. Their areas of focus include real estate investment and development, architec- tural design and master planning, interior design, market- ing and strategy, IT security and infrastructure, hospitality management, procurement, asset management, technology, and startups. Boasting a diverse portfolio of companies, Ayana Holding is committed to fostering a culture of excel- lence, energy, and innovative thinking, resulting in a group of companies renowned for their quality, reliability, and results-driven services. Their ongoing expansion and success have solidi ed their status as a multi-million-dollar group leading the way in innovation in various economies. Masterplan projects Situated in Dubai Healthcare City Phase II, the MAG Creek Wellbeing Resort emerges as a premier World Class Wellness Resort. This expansive development encompasses a well- ness-focused hotel, serviced and residential apartments, luxury Creekside villas, and what is set to be the World’s largest wellness centre. By introducing such a comprehen- sive wellness and living complex, the project aims to rede ne global standards in Wellness Master planning, positioning Dubai as the leading health tourism hub in the Middle East. Further enhancing the urban landscape, the Dalma Mall Masterplan extension unveils an ambitious vision for growth. Ayana Holding is dedicated to assembling a network of formidable companies that collaborate to offer a broad range of high-quality services and expertise This expansion includes not only an extensive renovation and enlargement of the existing mall but also the addition of a hotel and residential facilities. The master plan is crafted to foster a vibrant mixed-use community, aiming to attract more visitors and generate increased revenue for the mall. It seeks to optimise the utilisation of surrounding land parcels while prioritising spatial quality, architectural form, and an enhanced lifestyle experience for residents and visitors alike. Adding to the architectural marvels within the region, the design for a 5* Boutique Andaz Hotel, situated within the La Mer Meraas Masterplan, introduces a pioneering concept in the Middle East. Boasting an exceptional ocean-view location, this hotel is designed to o er a serene and luxurious retreat for guests. With 156 keys, the hotel is poised to become a distinctive hospitality destination, o ering unparalleled expe- riences in comfort, luxury, and relaxation in a picturesque setting. This project further underscores the region’s commit- ment to expanding its luxury hospitality o erings, catering to the discerning tastes of international and local guests. About M2L Concepts M2L Concepts, a frontrunner in interactive entertainment and events in Dubai, o er organisations innovative strategies that elevate engagement levels and solidify brand identities. M2L Concepts delivers unique experiences that not only captivate but also provide entertainment venues with a nota- ble competitive advantage. From the initial idea and enhanc- ing guest experiences to nal execution, they partner closely with clients, ensuring continuous support and follow-up services. Their entertainment solutions craft immersive expe- riences that blur the lines between digital and physical realms, encompassing market research, concept design and assess- ment, implementation, and management of indoor entertain- ment using mixed reality (XR), virtual reality (VR), augmented reality (AR), family entertainment centres, and educational entertainment (’edutainment’) among others.Next >