Two of the city’s most iconic hotels in the UAE, Address Dubai Mall and Address Boulevard, are set to be rebranded under the prestigious Kempinski brand. This change, announced by Abu Dhabi National Hotels (ADNH) on Friday, will take effect from January 1, 2024.
The Address Dubai Mall will be renamed as Kempinski Central Avenue Dubai, and Address Boulevard will become Kempinski The Boulevard Dubai. This rebranding follows the acquisition of these properties by ADNH from Emaar Hospitality Group, a subsidiary of Emaar Properties, in 2018 for around Dh2.2 billion.
Emaar Hospitality Group, established in 2008, is known for its luxury hotels and resorts under various brands, including Address Hotels and Resorts. In recent years, Emaar has sold several of its Address properties, including the two now transitioning to the Kempinski brand.
Additionally, the deal with ADNH will also see rebranding of other properties in 2024. Address Dubai Marina will be transformed into JW Marriott Hotel Marina, Vida Downtown Dubai Hotel into Hotel Boulevard, Autograph Collection, and Manzil Downtown Dubai Hotel will be rechristened as The Heritage Hotel, Autograph Collection.
ADNH has plans to enhance these properties to align with their new branding while maintaining their high luxury standards. This initiative is expected to redefine luxury in Dubai, offering guests an immersive experience tailored to each hotel’s unique identity.
Khalid Anib, CEO of ADNH, expressed enthusiasm about the Kempinski brand symbolizing European hospitality excellence and the partnership’s potential to usher in a new era for the two hotels. René Nijhof, Chairman of Kempinski S.A, echoed these sentiments, highlighting Kempinski’s long-standing presence in the Middle East and its commitment to blending Arabian luxury with European elegance.
Dubai already hosts several Kempinski properties, with Kempinski Residences The Creek Dubai set to open in 2025 as the region’s first standalone Kempinski private residences.