INDUSTRY ROUNDUP
We were able to transform a beach club concept into a luxury lifestyle brand, experienced in eight different countries
first luxury beach club concept that combines the elements of music, dining, entertainment, fashion, film and art, enters the Middle East next spring with Nikki Beach Resort & Spa Dubai. In an exclusive interview with founder and owner of Nikki Beach Worldwide, and with executive vice president of Nikki Beach Hotels & Resorts EMEA Ltd, HN highlights this much anticipated development and discusses their plans for the region.
The legacy continues
Penrod founded Nikki Beach in 1998. Nearly twenty years after its inception, the concept went further than he expected; he states “Most restaurants and hotels barely break even. Ours is extremely profitable. We were able to transform a beach club concept into a luxury lifestyle brand, experienced in eight different countries.” The brand entered the Arab world with its first branch in Morocco. “We are a true multi-cultural brand that makes everybody feel welcome. A lot of our locations are frequented by great customers from the Arab world and, when we opened in Morocco, the reception was extremely friendly. We have been successfully in business there for over 12 years. We are really excited to grow in this area of the world,” Penrod added.
New standards in resort experience
Spanning over 52,000m2, on a private beach, Nikki Beach Resort & Spa in Dubai will comprise a boutique hotel with 132 rooms and suites and 61 lifestyle residences, as well as 15 villas, located in Pearl Jumeirah. It is the brand’s 11th location and third hotel property to open in the world. The project is in partnership with Meraas Holding, a Dubai-based development company with operations and assets in the UAE and overseas. The project features signature outlets such as the Nikki Beach Club & Restaurant, and Nikki Spa, and Cafe Nikki, among others. It will also bring private pools, outdoor showers, sky lounges and large roof terraces. The project is inspired by the design vision of Penrod and has been designed in collaboration with DSA Architects International, with interiors by Gatserelia Design.
The brand has, in its pipeline, 10 new projects. Arab revealed plans for a new opening in Bodrum, Turkey. The concept will be a luxury lifestyle beachfront boutique hotel spanning over 40,000m2. The property will comprise of 65 suites and villas. Restaurant concepts from around the globe Bench Events Shanghai international hospitality equipment and supply expo Shanghai UBM Sinoexpo International Exhibition Co., Ltd.