FORM Hotel Dubai: Disrupting the Norm by Curating Unique Travel Stories

The Region’s First Design Concept Hotel Set to Open its Doors in March

Form unique travel experiences at FORM Hotel Dubai next month when Smartotels Hospitality International Limited opens its flagship property, a technology-driven upscale design concept hotel in the up-and-coming neighborhood of Al Jadaf and Culture Village. A pioneering hospitality project for the Middle East delivered by a best-in-class team, FORM Hotel Dubai presents a timelessly-designed environment built around brand obsessions and curated add-ons, to deliver all that guests value, nothing they don’t. With a strong visual art and design narrative, and emphasis on wellbeing, FORM Hotel Dubai is conceptualized as a sanctuary from the city, in the city, whilst being conveniently located near to major cultural and commercial hubs.


FORM Hotels has been engineered by a team of hospitality experts backed with an impressive investment and operations track record, led and founded by Tarek M. Daouk, formerly Head of Hospitality, Europe at Goldman, Sachs & Co. The Dubai project has been delivered with the collaboration of world-class developers Dubai Contracting Company and globally-renowned firm Architecture Studio, who collectively represent one of the most note-worthy additions to the UAE’s competitive hotel scene in recent years.


Tarek M. Daouk comments, “We announced our intention to bring a technology-driven design hotel concept to the UAE precisely one year ago. Today, we’re delighted to be able to confirm that we will be delivering this landmark project to guests both on time and under budget. We believe Dubai’s maturing hotel market is now prepared to welcome a creative hotel offering like ours, and that it is the ideal time to deliver FORM, a novel and design-focused boutique hotel aimed at forward-thinking travelers.”


Highly accessible, the brand aims to welcome the hyper-connected, hybrid novel traveler by empowering them to customize their personal journey via integrated brand obsessions, further enhanced by a range of curated add-on services, amenities and experiences. Guest journeys are punctuated by FORM’s five essential built-in offers: a custom-crafted luxury bed, walk-in high-pressure rain shower, complimentary high-speed WiFi, 49-inch HDTV with Google Chromecast, and a complimentary scrumptious, balanced breakfast. Further complimenting the essentials, FORM will provide a range of add-on features curated to suit a range of tastes, varying from private yoga sessions, designer pajamas, and sneaker cleaning kits to curated art and foodie tours, aimed to ensure no two stays are the same, just as no two travelers are alike.


Wellbeing is a fundamental fiber of FORM’s identity and is clearly reflected at ‘roots kitchen by parlour’, the in-house restaurant, where honest, balanced, and wholesome clean eating comes alive in diverse menus, and bold flavors live through sustainably-sourced ingredients. In addition, Salũs Housetop, the poolside wellbeing retreat, will provide positive-eating bites and drinks. At FORM the half-length Olympic swimming pool and state-of-the-art gym located on the rooftop grant the passionate traveler astounding view points and mood-boosting moments, whilst Concept Boutique by FORM, the in-house retailer, offers locally-sourced and thoughtfully-curated items that reflect the design sensibility of its locale round the clock. The connected can head to co.lab space, FORM’s creative zone aimed at nurturing smart business and linking like-minded individuals.


Tarek M. Daouk continues, “It was important to the founding team that FORM Hotel Dubai has a strong spirit and a personality that is evident throughout the guest journey. Everyone who walks through our doors and stays with us will identify with our friendly, refined, human, understated and mindful approach, which is played out through collaborations with like-minded hubs in our neighborhood, and our commitment to championing local voices.”


In a city defined by modernity and history, FORM’s striking façade adds character to the emergent Al Jadaf area and its Culture Village. Highly accessible, this collaborative, community-minded brand celebrates the best of local culture whilst remaining within minutes from Dubai International Airport, Dubai Mall, Burj Khalifa, Dubai Design District (d3), Dubai International Financial Centre (DIFC) and the Al Jadaf Dubai Metro Green Line. Devoted to playing a pivotal role in the future development of Al Jadaf and Culture Village, a locale that is fast attracting world-class cultural and institutional headquarters, FORM Hotel will engage with the surrounding neighborhood and cultural landmarks under development such as the Mohammed Bin Rashid library and Jameel Arts Centre, and the historic Dhow boatyards to ensure positive engagement with the local surrounding community.

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