Something is beginning to change with how we define live entertainment. Live entertainment was once something which you went to see, whether local or remote. It was a show or a sporting event, something which was ticketed, happened at a particular time, and ended after the event played. No longer. Now, live entertainment is what you experience in settings which continue to multiply from pop up museums, one off themed expeditions and music-centric hotels.
How do you differentiate experiences for consumers with the disposal income to go anywhere and do anything? What makes a particular place in demand when there are myriad similar buildings all containing hotel rooms, water views, fine dining, and elevated amenities? Let talk Dubai – a city created from nothing in the middle of a desert alongside both a natural body of water and a series of manmade canals. Here, there are myriad buildings many of which contain either hotels, offices, restaurants, shopping malls or exhibition space. All compete to draw the attention of those who are temporarily, or longer on site.
FIVE LUXE has found a new way to utilize their facility effectively as an adult theme park, delivering experiences throughout the property all day – and into the night. Their executive team acquired the Pacha brand. Pacha is well known for its historic nightclub in Ibiza, their iconic two cherry logo and for their ever-expanding global footprint. FIVE’s management have turned their hotel inside out featuring Playa Placha a daily pool and beach club experience, which delivers high-energy entertainment on a permanent basis. They also have a Pacha Ibiza store on property which contains the brand’s proprietary fashion line.
FIVE LUXE sits on a rectangular plot of land in the vibrant heart of Jumeirah Beach Residences. It is flanked by a wide array of luxury shops, restaurants, cafes, and other luxury hotels on its street facing side, while the rear boundary of the hotels hugs the shores of the Arabian Gulf. There is an entire private beachside experience allowing guests in residence to experience the music from the pool party while facing the sea and the buildings beyond on the Palm Jumeirah Island.
Between FIVE LUXE and the beach are a series of pools surrounded by elegant day beds, many of which are set on platforms which require wading through a foot of two of water to gain access. This is the core element of FIVE LUXE. These lounges are booked for the day and once the music starts it runs continuously until sunset. There is quite the social scene as people move from their daybeds into the water and back, while vibing to a live DJ. There is also an attentive team making sure that food and drinks are easily available.
The focal point of the main pool is a five-story high screen displaying constant video accompaniment to the multi-genre music which plays from 10am until dark. The screen is extraordinary, with clear visuals even during the hours when the sun is brilliant. The sound engineers have set speakers thoughtfully so there is a proper balance to the music keeping it just right to encourage guests to spend their entire day poolside while the DJs play. These DJs are a mix of house DJs or globally famous guest performers. While I was there, Alec Monopoly was in town. The screen alerted that he would be playing. His imagery was shown repeatedly. He played the pool, then a late-night club show at FIVE LUXE’s sister hotel FIVE Palm Jumeriah.This is how you build hype.
At this level of consumer expectation, there must be more than just this pool amenity. FIVE LUXE has figured out the profile of whom they attract. The hotel is luxurious from the décor throughout to the way their space is utilized. Their gym is perhaps my favourite anywhere – great machines and equipment with a giant view out across the water. There is even an outdoor exercise terrace set against stunning views with continuous music rising from the pool below. Adjacent to the gym is an indoor spa pool and both cold plunges and a large jacuzzi with various stations delivering high-pressure water massage.
Rounding out the wellness options is the ReFIVE spa which provides a calm indoor sanctuary away from the music along with options for massages and other treatments.
Just as there are four corners of a square, there are four pillars of luxury: service, design, differentiation, and vibe. FIVE LUXE is bringing branded content and an emphasis on performance to its facilities. This in turn brings fans of both high calibre accommodations and live performance. These fans are who will return often just to run the adventure again. The whole strategy turns on delivering a superior experience.
Management is aware the guests must go somewhere in the evening. They have Ronin, a Japanese Irezumi-inspired restaurant. Ronin is indoor/outdoor on the ninth floor with expansive views over the pools, the gulf and 180-degree views of Palm Jumeirah and Ain Dubai in all directions. Their attentive staff enhances the dining experience of sitting inside the fanciful Japanese interior or outside on the terrace lounge. The sushi and hot menu items were interesting and excellent. Just opened is TÊTE-À-TÊTE, a fanciful French restaurant. Cielo is their beachside, open air, all-day Mediterranean restaurant and shisha lounge serving meals from breakfast through dinner. Also, within FIVE LUXE is Goose Island Tap House, a beer driven casual gastropub with screens for live sports viewing, social games and its own DJ experience set just off the lobby.
FIVE LUXE also has their own installation of Barcelona’s Paradiso bar, which is number ten this year of the World’s Best 50 Bars. Paradiso Dubai is located on the 9th floor of with a whimsical, circus-inspired indoor and outdoor terrace. It is expertly themed. Their bartenders are making the same cocktails Paradiso originated in Barcelona. It is a party with its own throbbing soundtrack going long into the night after the pool experience has closed.
Ultimately, no matter whether in service or performance the key element for those in attendance is a beautiful location in a well thought out series of adventures all contained within a single destination, which blends beauty and design. FIVE LUXE is dedicated to empowering its team, whose unwavering commitment ensures that those in residence are well tended. The emphasis on service is immediately obvious. The concierge team was skilled, helping guests navigate the endless choices throughout FIVE LUXE and Dubai. The housekeeping staff was diligent, and the management team had a clear emphasis on high touch unobtrusive service, all of which plus the ongoing dance party music throughout bolsters the desire of guests to return soon and frequently to repeat the experience.
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