The Art of Storytelling

Hello Strangers.

In this newsletter, we uncover the art of storytelling, exploring how we use creativity and authenticity to set new standards and foster a sense of connection and community among our guests.

Here, we believe in more than just offering a place to stay; we strive to create a community. As Christoph Hoffman, founder of 25hours Hotels, eloquently puts it, "I want people to say: ‘I belong to 25hours Dubai’". These words resonate deeply with our commitment to hospitality that goes beyond mere accommodation. They reflect our dedication to weaving a narrative of soul, passion, individuality, and love into every experience we offer.

Shaking Up Dubai: The 25hours Way

25hours Hotel One Central stands at the forefront of Middle Eastern hospitality. As the region's inaugural 25hours establishment, we challenge norms and redefine expectations with our vibrant, inclusive atmosphere. We invite guests to "come as you are" and experience a refreshingly genuine experience. Where else will you find staff rocking coloured hair, tattoos, and beanies or have a skateboard ramp installed in the lobby for the hotel’s anniversary party? That’s just a few ways we're flipping the script on the traditional.

Having thrived in Europe, our leap into the UAE was a bold move into uncharted territory. Cultural nuances play a significant role, as we have to navigate between daring creativity and respecting local traditions. Our marketing strategies have to be meticulously crafted to reflect our brand's distinctive personality while resonating with the local audience. Whether celebrating cultural milestones like Ramadan or UAE National Day, we tailor the experiences to honour traditions sincerely. This enriches experiences and also strengthens our community ties, fostering a sense of belonging that transcends borders.

So here we are, spinning tales that defy the ordinary. Picture this: a ballerina pirouetting in our lobby. Every movement spoke of grace and innovation. This artistic expression wasn't just about entertainment; it was a statement. By showcasing this in our most iconic space—the Fountain of Tales—we aimed to illustrate that our brand is as effortless as it is bold. It was a moment that captured our essence: creativity, risk-taking, and a commitment to creating unforgettable experiences.

#NoFiltersNeeded

In a marketplace saturated with noise and heavily influenced by local traditions, maintaining a balance ensures that we stand out by offering a genuine, inviting experience that resonates deeply with our audience. This is why, authenticity is paramount to us. What you see on our socials is what you get when you walk through the door. Even some of our reels are filmed on a phone, showcasing that artistry doesn't require elaborate setups, but rather a clear vision and genuine expression.

This is because our brand isn't just a logo—it's a persona. We continually add to its story, shaping its character with every interaction, every pop-up event, and every creative endeavour we undertake. It reflects our ethos of being custodians of the brand; we are one chapter and one moment, and we leave it better for the next ones. Like passing the Olympic torch, each team member carries the flame of our brand's identity. After all, sustaining it over time is a continuous journey of nurturing and evolution. And when anyone looks back, they will see how all the chapters intertwined into one beautiful tale.

Viewing ourselves as guardians entrusted with preserving and advancing this identity, we empower each team member to come up with ideas freely. And since our brand guidelines and ‘claims’ act as a compass for consistency, the brand can be interpreted in so many ways and still be right.

For example, in 2024, we unveiled a festive tree crafted entirely from recycled cans—a testament to our commitment to sustainability and expression. The process and teamwork were remarkable. Even before the idea was conceived, the whole hotel began collecting these used cans (for two years!). Eventually, we collaborated with Nathaniel Alapide to showcase his talent, leaving guests to interpret the installations as either festive trees or pieces of art.

Whoops That Lead to Wows

Throughout our journey here, several key lessons have emerged as foundational pillars of the Marketing team’s success.

Rolling with punches

Adaptability has proven essential in navigating the diverse Middle Eastern market. By integrating local customs and tastes into our offerings and forging partnerships with regional talents, we can create enriching, culturally nuanced experiences. Plus, no bragging, but we have more freedom than many other hotels. And really, who doesn't want a little extra wiggle room?

Straight from the heart

We present our brand exactly as it is—unedited, unfiltered, and true to our core values. This commitment to genuine representation forms the bedrock of our guest relationships and brand identity.

Breaking norms

It is another cornerstone of our approach. Whether through our dynamic pop-up concepts or immersive events, we continually strive to surprise and delight our guests, keeping them excited and intrigued with fresh experiences. That’s why there is no break when you are in marketing. There is always something new up our sleeves. Celebrating our wins on the same day may feel like setting a benchmark and stopping. But when you keep moving, you see the successes better and you plan bigger. Whether it’s gracing the cover of OOO, garnering reviews in Vogue Arabia, GQ, Esquire Middle East, and more, launching a cooking series, ‘Kiss The Chef’, winning awards, or inviting guests to ponder about time with our magnificent 'KURSI' installation.

The Power of We

Collaboration is integral to our culture. We foster synergy across departments and with external partners, pooling diverse talents and perspectives to innovate and enrich our brand offerings. This spirit allows us to stay agile and responsive to evolving expectations and market dynamics.

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These lessons not only shape our present but also guide our future as we continue to evolve and grow in the ever-evolving hotel scene. We ensure that everyone feels welcomed and valued. Because at the end of the day, if you're not making guests feel like they belong, what's the point? And let's be honest, if we're not making waves, we're just treading water—and that's not nearly as fun.

If you're inspired by our story and want to explore how we can collaborate, or if you simply want to experience our vibrant hospitality first-hand, reach out to us. Let's create something extraordinary together.

I belong to 25hours Dubai. Do you?

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Goodbye Habibi