In our final movie filmed for the AHEAD MEA awards, Anne-Cecile de Chaumont of Rove Hotels explains how the mid-market Rove Downtown hotel in Dubai succeeded in a city dominated by luxury properties.
Rove Downtown, a three-star hotel in downtown Dubai, is the flagship property in a new chain of mid-market hotels that have sprung up across the city in the last two years.
The Rove Hotel chain was named new concept of the year at the recent AHEAD MEA awards, while Rove Downtown won the event space category.

"For years, Dubai has been known for being a very luxury-oriented destination," Rove Hotels director of design De Chaumont says in the movie, which Dezeen filmed at the Rove Trade Centre hotel in Dubai.
"But you can really feel that there is a strong intent [across the city] to appeal to a wider audience."
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According to De Chaumont, the success of the Rove brand lies in the design of the interior spaces, which she says creates an "unexpectedly high-end experience" for guests.

"It is a new concept for Dubai, as we are a mid-market hotel, but we are a very design-driven and design-influenced hotel," she says.
"Most of the hotels in Dubai are on the high-end scale, so it's important to come with an offer for those guests who will not necessarily go to a high-end hotel, but will be really hap...