Rove recap: a look at the 2017 New Concept winner


Borne from the sands of Dubai, Rove is a global lifestyle brand bringing together intuitive hospitality and the modern nomadic traveller who believes in exploring without borders.

Last year, the Rove collective – part of Emaar Hospitality Group’s ever growing and evolving portfolio – was shortlisted for a number of awards at the AHEAD MEA ceremony. Upon being shortlisted, it was automatically considered for our Selected Awards: Visual Identity of the Year and The New Concept of the Year. It won the latter.

The concept embraces an ever-increasing crossover of cultures whilst maintaining a strong identity, one that judges found to be a refreshing approach. Throughout Rove properties, art is championed and signage is efficient and fun yet considered. Looking specifically at the brand’s flagship Downtown property colours are carefully selected: pillarbox red dominates when attracting guests to the brand’s quirky self-operated luggage lock ups, yet muted tones prevail throughout the lobby lounge.

Artwork has been curated by Capsule Arts, with commissioned pieces reinterpreting local traditions and nuances in a contemporary fashion, such as the cabinet of curiosities (see image above), set to be a hallmark of all future Roves. The cabinet features artworks and curios of the local Za’abeel area. Every time you look at the wall…you will find a new layer of detail.

The hotel also plays host to a number of temporary art installations, including one spearheaded by Maha Al Sudairi of Saudi Arabian firm Think Tank Co.. The sensory experience champions Saudi heritage in an accessible manner, echoing Rove’s ethos.

Meanwhile, other design aspects challenge typical Emirati conventions. All-day food outlet and neighbourhood hangout The Daily is industrial in its approach, with exposed ceilings and concrete floors that dominate, while an art installation of enamel plates features pieces sourced from local souks. The result: an eclectic mix of urban chic meets Arabic heritage.

Following Rove’s win at AHEAD MEA 2017, our Digital Partner Dezeen spoke to Anne-Cecile de Chaumont, Design Manager of Rove Hotels. See what she had to say:

AHEAD MEA is currently open for entries until 30 April. More info is available here.