Nobu Hotels & Branded Residences

With approximately 400,000 sqm of buildable area in Phase 1 alone, alongside extensive entertainment, music, technology, and public spaces, the site required a highly considered approach to hospitality programming. We carefully structured the scale, mix, and positioning of hotel uses across the development, factoring in future phases and the impact of seasonal demand. This included decisions around hotel size and clustering, the balance of 3, 4, and 5-star offerings, and whether to prioritise multi-brand platforms or a diversified brand and loyalty mix. Being engaged at the masterplanning stage allowed us to actively guide and course-correct the strategy, ensuring the optimal long-term solution for the site.

With approximately 400,000 sqm of buildable area in Phase 1 alone, alongside extensive entertainment, music, technology, and public spaces, the site required a highly considered approach to hospitality programming. We carefully structured the scale, mix, and positioning of hotel uses across the development, factoring in future phases and the impact of seasonal demand. This included decisions around hotel size and clustering, the balance of 3, 4, and 5-star offerings, and whether to prioritise multi-brand platforms or a diversified brand and loyalty mix. Being engaged at the masterplanning stage allowed us to actively guide and course-correct the strategy, ensuring the optimal long-term solution for the site.

With approximately 400,000 sqm of buildable area in Phase 1 alone, alongside extensive entertainment, music, technology, and public spaces, the site required a highly considered approach to hospitality programming. We carefully structured the scale, mix, and positioning of hotel uses across the development, factoring in future phases and the impact of seasonal demand. This included decisions around hotel size and clustering, the balance of 3, 4, and 5-star offerings, and whether to prioritise multi-brand platforms or a diversified brand and loyalty mix. Being engaged at the masterplanning stage allowed us to actively guide and course-correct the strategy, ensuring the optimal long-term solution for the site.

With approximately 400,000 sqm of buildable area in Phase 1 alone, alongside extensive entertainment, music, technology, and public spaces, the site required a highly considered approach to hospitality programming. We carefully structured the scale, mix, and positioning of hotel uses across the development, factoring in future phases and the impact of seasonal demand. This included decisions around hotel size and clustering, the balance of 3, 4, and 5-star offerings, and whether to prioritise multi-brand platforms or a diversified brand and loyalty mix. Being engaged at the masterplanning stage allowed us to actively guide and course-correct the strategy, ensuring the optimal long-term solution for the site.