Jumeirah
A dream that lives forever
Towards the next era of luxury hospitality.
Insight
Escapism isn’t where you stay. It’s what stays with you.
From the iconic, wavelike Jumeirah Beach Hotel, to the legendary sail of the seven-star Burj Al Arab, Jumeirah Hotels and Resorts has long created worlds of its own, pioneering experiences that define luxury not as a location, but as a state of mind. Each destination, made a feeling, has captivated travellers for decades.
In a time where hospitality converges into a predictable standard amid cultural fatigue, true luxury breaks free from these definitions and restraints. Escape is no longer anchored in a place, but an echo that resonates within you.
The unveiling of Jumeirah Marsa Al Arab, designed by visionary architect Sean Killa, reimagines this notion. Taking on futuristic, undulating curves inspired by a super-yacht, Jumeirah’s newest flagship invites guests on voyages of revelry, where time slows down, senses come alive and realities subtly shift.
Idea
The memories made here, are dreams you can live forever.
Memories are more than just recollections, they can reveal possibilities. Beyond looking back, they inspire us to ask What if? and What could be?. The launch campaign was envisioned as a multi-sensory voyage, guiding guests to a place where reality and imagination intertwine. Guests are invited to explore, experience, and dream long after their stay through an artful blend of visual storytelling and contemporary narrative.
A cinematic reverie.
The film tells the story of a seasoned traveller who yearns for the unknown. As the journey takes its course, she is guided by chance and steps beyond familiar paths, revisiting memories that shift and shimmer around her. Each step forward pulls her deeper into an unfolding world of wonder, transforming perception and inviting her and us to experience awe in its purest form.
Elegantly stepping into the role of the campaign’s heroine is Egyptian-Montegrin actress Tara Emad, a leading actress in Middle Eastern cinema known for her roles in Suits and the acclaimed sequel to The Blue Elephant. The film unfolds as a gold-lit odyssey across realities, blending evocative storytelling with subverted senses. Tara brings nuanced depth to her character, embodying the essence of the modern cosmopolitan traveller and taking audiences with her on a journey beyond the expected.
Capturing the soul’s solace.
Poetic narratives, paired with the distinct, painterly photography of New York-based artist Mattia Holm, defined the global presence. Spanning print, out-of-home, digital and social channels across Europe, the United States and the Far East, it featured captivating portraits of Tara Emad and the Jumeirah Marsa Al Arab in leading publications such as Vogue, Forbes and Condé Nast Traveller. Strategic placements in premium locations, including private jet terminals, elevated its visibility and emotional resonance.
Impact
The next incarnation of the Jumeirah destination, a living dream.
A vision brought to life and instantly embraced by the world. Achieving the fastest opening room occupancy in Jumeirah’s portfolio history, it established the Jumeirah Marsa Al Arab as the new definition of timeless luxury, where the past, present and future converge. Through cinematic storytelling and refined visuals, the resort was reimagined as a destination where exceptional moments aren’t just remembered, but eternally lived.
