Insight
The 5-star Oberoi Hotel in Dubai recognized the need to become more experience-driven in order to stand out in a market where luxury is the baseline and customers are constantly seeking fresh, unique experiences. Brash understood that the key to identifying a winning opportunity lay in deeply understanding the customer’s needs and their journey.
Rather than simply rebranding the hotel, Brash took a thoughtful, customer-centric approach, carefully analyzing guest needs in relation to the hotel’s unique assets and across the entire customer journey. Through these insights, we identified key areas where the potential for impact and improvement was greatest. Two distinct dining propositions emerged as prime opportunities to engage more of the senses and create dynamic, enriching experiences. These concepts were named and designed to not only elevate the guest experience but also to infuse the hotel with compelling moments that resonate at every touchpoint.
Impact
The two distinct dining concepts have brought new life to the hotel, each offering a unique experience. Vinesse, positioned as the hotel’s central spectacle, serves as the epicenter of energy and vibrancy, reflecting a sense of mastery and adventure at every touchpoint. In contrast, Aquario, located beachside, offers a more serene and relaxed dining experience, centered around connection and a more refined, balanced energy.
