SPECIAL EDITION SPRING 2021 LIFESTYLE LEGENDS

ALAN FAENA FAENA GAURAV BHUSHAN SANJAY DWIVEDI COYA BENJAMIN WAN COYA IZU ANI KITCH-IN SÉBASTIEN BAZIN ACCOR CHADI FARHAT SBE JÉRÉMIE TRIGANO MAMA SHELTER SÉBASTIEN PICAULT PARIS SOCIETY GROUP CHRISTOPH HOFFMAN 25HOURS JOELLE MARDINIAN MAISON DE JOELLE SHARAN PASRICHA ENNISMORE EVGENY KUZIN KITCH-IN LOUIS ABI ABBOUD ACCOR SPENCER WADAMA SLS FERIT ŞAHENK D.REAM INTERNATIONAL MARK WILLIS ACCOR TEVFIK AKDAĞ D.REAM INTERNATIONAL FETTAH TAMINCE RIXOS NAIM MAADAD GATES HOSPITALITY YANNIS STANISIERE COYA FLAVIO BRIATORE MILLIONAIRE OMAR JACKSON X BY OJ LIFESTYLE YIGIT SEZGIN ACCOR

CONTENTS SPRING 2021

Left to right: Sharan Pasricha, founder and Co-CEO, Ennismore; Mark Willis, CEO - India, Middle East, Africa, and , Accor; and Gaurav Bhushan, CEO, Accor Lifestyle and Co-CEO, Ennismore

As a special edition of Entrepreneur Middle East, Entrepreneur Executive is a showcase of the individuals and brands that are revolutionizing the region’s lifestyle sector. From high-end hospitality to luxury retail, Entrepreneur Executive is a celebration of the various facets that make up the modern entrepreneur’s lifestyle.

SUBSCRIBE EDITOR IN CHIEF Aby Sam Thomas [email protected] Contact [email protected] to receive CEO Wissam Younane [email protected] Entrepreneur Middle East every issue DIRECTOR Rabih Najm [email protected] CREATIVE LEAD Odette Kahwagi PO Box 502511 Dubai, MANAGING EDITOR Tamara Pupic P +971 4 4200 506 | F +971 4 4200 196 STARTUPS SECTION EDITOR Pamella de Leon For all commercial enquiries related to Entrepreneur Middle East FEATURES WRITER Aalia Mehreen Ahmed contact [email protected] DIGITAL SOLUTIONS DIRECTOR Mahdi Hashemi [email protected] GROUP SALES DIRECTOR – B2B GROUP Joaquim D’Costa All rights reserved 2021 Opinions expressed are solely those of the contributors. CONTRIBUTORS Entrepreneur Middle East and all subsidiary publications in the MENA region Devina Divecha are officially licensed exclusively to BNC Publishing in the MENA region by Dina Maaty Entrepreneur Media Inc. Megha Merani No part of this magazine may be reproduced or transmitted in any form or by any means without written permission of the publisher.

PHOTOGRAPHY Farooq Salik Printed by United Printing and Publishing | upp.ae Images used in Entrepreneur Middle East are credited when necessary

In addition to our print edition, we’re bringing EntMagazineME you all sorts of industry news on our web MIDDLE EAST mediums. Joining us online means getting @EntMagazineME relevant business and startup content in 8 34 48 62 Entrepreneur-me A LIFESTYLE REVOLUTION NO SHORTCUTS TO SUCCESS CRAFTING A LOCAL A SINGULAR VISION ACCESS FRESH CONTENT DAILY ON OUR WEBSITE! real-time, so you’re hearing about the latest NARRATIVE developments as soon as we do. We’re looking The merger between Accor and Want to emulate the Faena Group founder and entrepreneur.com/me EntrepreneurMiddleEast Ennismore ushers in a new era accomplishments of Formula 25hours founder and CEO President Alan Faena is bringing forward to interacting with our readers on all of of hospitality. One legend, Billionaire founder Christoph Hoffmann reveals his brand’s artistic voice to the our social media and web platforms- like any EntMagazineME Flavio Briatore? Get ready to details about his enterprise’s Middle East. thriving business, we’re looking to give and take. 16 put in the work, he says. upcoming Dubai . #TrepTalkME is already happening on all of our EntMagazineME LEADING FROM THE FRONT 66 digi platforms, and all good conversations go With an estimated net worth 40 52 THE X FACTOR both ways. See you on the web! EntMagazineME of US$2.3 billion, Doğuş “I ALWAYS WANTED TOO GOOD TO LEAVE With his new app, X by OJ Group Chairman and CEO Ferit TO BE THE BEST.” Rixos founder and Chairman Lifestyle, Omar Jackson is Şahenk’s insights on running Serial entrepreneur, television Fettah Tamince explains why getting ready to shake up the a business are definitely worth host, and makeup artist Joelle guests wanted to stay at his world of experiences. learning from. Mardinian on the driving - even in the middle of forces behind her life and a pandemic. 70 22 career. DELIVERING QUALITY A MULTIFACETED EXPERIENCE 56 Digital platform Kitch-In is With a global expansion 46 REINVENTING THE ART getting set to transform the underway, the Peruvian STRONGER TOGETHER OF HOSPITALITY online food delivery space. restaurant COYA is now making Naim Maadad, founder and Paris Society Group is setting its presence felt around the CEO of Gates Hospitality, its sights on the Middle East. 74 world. is betting on agility for his AN EYE FOR DESIGN enterprise (and the hospitality 58 Accor’s Alexandra Woop on what 28 sector) to recover from the A FAMILY AFFAIR it means to build a welcoming DOUBLING DOWN impact of the COVID-19 crisis. The Paris-born, family-run space in the hospitality sector. With the launch of the first brand, Mama Shelter, is all set SLS hotel in the Middle East, to bring its unique offering to its parent company Accor is the Middle East’s hospitality signaling its commitment to the landscape. lucrative lifestyle segment.

4 / ENTREPRENEUR.COM / Executive Edition / SPRING 2021 Timeless Elegance Where modern French art de vivre meets ancient Egyptian charm. Book your stay at -dubai-theobelisk.com

PARIS - - ROME - DUBAI - SYDNEY - MEXICO CITY Lifestyle/Legends A LIFESTYLE REVOLUTION | ACCOR JOINS FORCES WITH ENNISMORE

Opposite page, left to right: Mark Willis, CEO - India, Middle East, Africa, and Turkey, Accor, Sharan Pasricha, founder and Co-CEO, Ennismore, and Gaurav Bhushan, CEO, Accor Lifestyle and Co-CEO, Ennismore

“SETTING UP ENNISMORE n November WITH A FOCUS ON Pacific region. He was appointed Global Chief Development 2020, French Officer of Accor in 2015, where he was responsible for the hospitality LIFESTYLE AS ITS group’s network development worldwide, as well as M&A giant Accor OWN SEGMENT and Strategic Partnerships. announced that Under his leadership, Accor’s footprint experienced an it had entered a EMPHASISES unprecedented expansion with the opening of one hotel a new partnership THE IMPORTANCE day on average. Bhushan is a member of the group’s Execu- with Ennismore, OF THIS MARKET tive Committee, and he is also currently a board member of an innovative, Accor Invest, 25Hours, Banyan Tree, Rixos, and sbe. independent FOR ACCOR.” “I have been fortunate enough to be a part of this journey MARK WILLIS | ACCOR operator, in from the beginning,” says Bhushan. “With only two hotels order to form the in 2017, we began studying this space quite vigorously. Our world’s leading lifestyle entity, bringing together two of the main focus has always been analyzing customers’ behav- sector’s biggest players in a game-changing move, which ior, trying to understand, very carefully, the choices they would set the tone for a myriad of exceptional, guest-centric consistently make. Evidently, there had been a shift from a experiencesI under 12 world-class brands. functional approach, to more experiential one. Hence, our Owner of The Hoxton and Gleneagles, Ennismore’s merger focus was then directed towards building experience-led with Accor, the group behind lifestyle brands including brands with that notion at the core.” Mondrian, SO/, Hyde, Mama Shelter, 25hours, 21c Museum For Bhushan, the pursuit of fulfilling experiences drives Hotels, TRIBE, JO&JOE, and more, will result in a combined today’s guest, even if it comes at a higher price bracket. entity which will keep the Ennismore name. “People will travel very far just so they can savor the right Sharan Pasricha, founder and CEO of Ennismore, and stay. Even if you don’t have the best location in town, it’s all Gaurav Bhushan, CEO of Accor Lifestyle, will cooperatively about crafting that for them.” lead the new lifestyle entity, of which Accor will own two- It was precisely that which had prompted Accor, the larg- thirds and Pasricha one-third. The company will base its est hospitality company in Europe and the sixth largest headquarters in London. “The essence of this partnership worldwide, to aim for a more balanced portfolio. “The group is rooted in benefitting from the scale, size, distribution, has done an amazing job with the midscale and economy network and reach of Europe’s largest hotel company, Accor, segments, with ever-popular brands such as , and the independence, autonomy, authenticity, storytelling, and more. However, as we further build our portfolio and and creativity of Ennismore,” says Pasricha. look at where the business world is headed, we’re seeking The young serial entrepreneur founded the business in a stronger presence in the luxury and lifestyle domains,” 2011, and he oversees the overall strategy of Ennismore and he explains. “This partnership enables Accor to be at the its brands. Named as one of Condé Nast Traveller’s “50 forefront of lifestyle hospitality. With it, the group rein- People Changing the Way We Travel,” Pasricha leads a team forces its offering in one of the fastest-growing segments of of over 150 employees in his London and New York offices, the industry. Accor’s Lifestyle operations represent five per and 2,500 across his hotels and restaurants. “The merger cent of Accor’s fees, but over 25% of pipeline fees. It will is about taking brands and ensuring that they live on in continue to be an important piece of the puzzle over the next countries around the world, but also that they are purpose- ten to 20 years, as we consistently maintain this approach ful, have meaning, depth and authenticity,” he continues. to business.” “A compelling culmination, it allows them to flourish under Yigit Sezgin, Chief Commercial Officer at Accor, also -as A Lifestyle the independent, autonomous structure we created, but also serts that the merger will accelerate market penetration for benefit from the global reach and scale of Accor around the the group. “I’m very excited to be a part of this organization world.” and its developments, especially with our latest announce- The combined entity, at its inception, will comprise 12 ment regarding Ennismore,” he says. “Lifestyle will undoubt- brands with 73 hotels in operation with a committed pipe- edly be the ‘name of the game’ in the hospitality industry line of more than 110 hotels. Another 70 hotels, and over for years to come, and Ennismore will be a game changer for Revolution 150 destination restaurants and bars, are also under active Accor. We’re very excited to bring these fantastic and fun The merger between Accor and Ennismore discussion. concepts into the region, as we aim to become the LVMH Co-CEO Bhushan, who embarked on his career journey at platform in this field through strong partnerships in food ushers in a new era of hospitality by DINA MAATY Accor in Australia, has held various positions in operations and beverage concepts and lifestyle brands, which will aid us and finance, followed by hotel development in the Asia- in penetrating this dynamic market at a faster rate.” >>>

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Left to right: Louis Abi Abboud, Vice President, Development - “THE ESSENCE OF THIS PARTNERSHIP IS ROOTED Middle East, Accor, and Mark Willis, CEO - India, Middle East, Africa, and Turkey, Accor IN BENEFITTING FROM THE SCALE, SIZE, DISTRIBUTION, NETWORK AND REACH OF EUROPE’S LARGEST HOTEL COMPANY, ACCOR.”SHARAN PASRICHA | ENNISMORE Both Bhushan and Pasricha also believe in the importance of adapting to local markets. “We have an interesting mix of Willis is also hopeful about more of And what would venturing into new Bhushan agrees; with his experience brands, some of which have originated such mergers happening in the future, markets while maintaining brand spanning over a decade in the market, in the US, and others in Europe. There’s especially for an industry that’s still essence require? Pasricha explains: he recounts how he had witnessed no question that you have to be sensi- recovering from the effects of the “We enter every market with a great growth in the Middle East, and espe- tive to the local market; our greatest coronavirus pandemic that struck deal of confidence in our product, but cially Dubai as the Emirate evolved into opportunity to do that is through F&B – in 2020. “I do believe we will see with equal humility coming into every the incredible destination that it is cuisine. However, while guests may be more partnerships taking place in the city. The best part of my job is to meet today. “We have a massive-scale trajec- looking for an international hotel, they future in the travel and hospitality people, talk to them about what we’re tory of opportunity in this global city; still seek one that exudes brand values,” industry,” he says. “The last year has trying to do and make it very relevant I’m super excited about our prospects says Bhushan. really shown us how working together to the type of guest and cultural intrica- here.” “For example, the SLS in Dubai will be strengthens the entire industry.” cies.” Pasricha highlights how following a beautiful luxury lifestyle hotel, with Speaking with respect to the “Nothing we do is copy and paste; in local guidelines in cities like Dubai has a positioning that is similar to that we MEA specifically, Willis believes fact, at times, I feel like we need more been crucial throughout Ennismore’s had in or The Bahamas, but with such collaborations will also prove standardization– to make our lives journey, and how it will continue to an adapted F&B and entertainment enticing to patrons in the region, easier, in the least. However, by no play a major role. One of the elements “THE ENNISMORE Accor to actually implement, but he offering to suit the local market,” he with them able to look forward to stretch of the imagination would that of creating localized experiences, JV WILL BOOST OUR points out that his enterprise has adds. “Sharan has a lot of experience, unique properties, which will bring ever be the case.” Pasricha describes digitization, had been further high- already proved itself in this aspect. and we have a fantastic team in the a complete new look and feel to the every product, experience, food and lighted during the pandemic. “We’re GROWTH BY GIVING “Accor has showcased over the past Middle East led by CEO India, Middle hospitality landscape. “We want to beverage outlet, and service market always trying to stay one step ahead. A US EVEN MORE few years its ability to work and retain East, Africa, and Turkey, Mark Willis, ensure that the brands stay true to delivery under Ennismore as locally lot of customers directly engage with CREDIBILITY some of the most entrepreneurial/ and Chief Commercial Officer of -Ac their DNA, with some local influence, adapted, which he sees as the best part our channels; we get a disproportion- IN THIS FIELD.” creative minds of our industry, from cor, Yigit Sezgin, who understand the which relates to their location. With of the company’s journey. “You’re the ate amount of business off that, and LOUIS ABI ABBOUD | ACCOR Christoph Hoffman and Alan Faena to market very well. We’re also exploring brands such as Faena, SLS, 25 Hours, best reflection of the city you’re in; that’s how many of our F&B outlets the Triganos. While being a massive partnerships with the best operators in guests can expect to see the unique that often means transporting people have become destinations in their own This is the sentiment that is echoed multinational, we have managed to al- F&B and entertainment. I’m confident propositions which stand out in terms outside their environment, and into our right, as opposed to just being a part of by Louis Abi Abboud, Vice President, low these individuals to remain fiercely that when it comes with brands, teams of look, feel and service provided to world. It’s fun to transfer this to the a property– it’s a good indicator of how Development - Middle East, at Accor creative, while offering them a global and partnerships, we’ll come up with them.” exciting Middle East market.” localized we are.” >>> when asked to explain his enterprise’s platform to shine on. This is all due to a world-class product that’s nothing keen interest in the lifestyle domain an entrepreneurial spirit and culture short of extraordinary.” SLS Dubai Hotel & Residences at this point in time. “The industry triggered down from our leadership at For his part, Willis is clearly excited is shifting towards lifestyle,” he says. Accor.” about the impact Ennismore can have “Guests today are looking for brands Partnerships like these are also not on Accor’s operations in India, Middle with purpose, offering a curated and new to Accor, Abi Abboud adds. “In East, Africa, and Turkey. “Setting up elevated guest experience, with bespoke 2014, Accor started acquiring some Ennismore with a focus on lifestyle as unique designs, powered by solid of the industry’s most innovative and its own segment emphasises the impor- destination restaurants and bars that quirky hotels brands,” he recalls. “We tance of this market for Accor,” Willis are deeply rooted in local communi- started in 2014 with Mama Shelter, notes. “Having a lifestyle division with ties. If we are incapable of shifting our followed by 25hours, then the SBE its own dedicated team ensures that offering to meet guest needs, we will portfolio, TRIBE, and recently, the focus is given to the brands in regard to no longer be relevant in the market. In crown jewel collaboration with Faena. expansion and property openings.” short, lifestyle is at the core of Accor’s Regionally, we managed to sign most While Ennismore will be having its future growth strategy, because this is of these brands instantly post acquisi- own team led by Pasricha and Bhushan, what both investors and customers are tion. The Mondrian in is open, Willis says he and his team will also be asking for.” and we’re opening SLS Dubai, 25hours throwing their weight behind the new Abi Abboud reveals that Ennismore Dubai, and Mama Shelter Dubai and venture. “Of course, we will support and Accor’s individual lifestyle brands Bahrain this year.” all Ennismore activities in our region will remain “fiercely independent,” and “We’re planning to shortly announce with our full team, be it with openings that they will operate autonomously in a Faena in Dubai, an SLS in KSA, and or operating hotels,” Willis says. “We’re terms of management, culture, design, many more. The Ennismore JV will extremely committed to making sure etc. Outliers to the industry may think boost our growth by giving us even Ennismore is a success, not only in our that this proposition might be hard for more credibility in this field.” region, but also globally.”

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Looking back at a time when talks of the merger began to flourish, an active dialogue and a commitment to creating purpose-driven brands fueled Pasri- “LIFESTYLE WILL cha’s discussions with Bhushan and Ac- cor CEO Sébastien Bazin. The entrepre- UNDOUBTEDLY BE neur, who had spent most of his career building brands and telling stories that THE ‘NAME OF underline authenticity, believed that Accor had been adopting this exact THE GAME’ IN approach with its acquisitions. “If you THE HOSPITALITY allow these brands to grow, while they are still under their founders’ leader- INDUSTRY FOR ship, but within a structure that’s autonomous –it generates a power- YEARS TO COME, AND ful recipe for building this business at scale– and that is something that ENNISMORE WILL BE hasn’t been done before.” While most groups tend to form life- Sébastien Bazin, CEO, Accor A GAME CHANGER style divisions within larger companies, FOR ACCOR.” Pasricha remarks, the Paris-based YIGIT SEZGIN | ACCOR group’s leadership had understood the goal is to fully utilize Accor’s presence the collective ambition of our global importance of an independent vehicle– in every single market; this requires development teams, then you have cre- one that was based on creativity and a synergy between the new entity ated great opportunities for the coming exceptional F&B programming. “That and on-the-ground finance, sales, years.” really enables us to ensure that every revenue management, and more, He believes that, given the nature of brand we have has a mission, a purpose, not to mention technical services how Ennismore’s business model is a reason for being,” he says. “That, from highly skilled teams in every split between stays and F&B, recovery is coupled with the might of Accor’s dis- region,” adds the Accor Lifestyle CEO. bound to be quick. In fact, even more so tribution and global development team “We’re putting together an unrivalled than it would be for traditional hotels, and network around the world, is what portfolio of unique brands, which he opines. makes this the most compelling lifestyle appeals to owners, partners and “Food and beverage programming is partnership that this industry has seen guests, supported by the greatest set incredible across our properties; they in decades.” of talents in the industry, state-of- also boast just the right mix of business To form the new company, Accor will the-art distribution and tools, and a and leisure, which sets us apart and pay $300 million for the remaining common ambition to continue to grow avoids categorization and compartmen- 50% of sbe Group and take full owner- and innovate.” talization within those segments. As ship of sbe– of which it had acquired In terms of revenue, Accor has restrictions are lifted across countries a 50% stake in late 2018. sbe includes stated that the lifestyle platform and geographies, the lifestyle segment the Mondrian, SLS and Hyde, as well should achieve earnings of over $120 will be the fastest to recover, which as F&B brands Cleo and Carna by Dario million by midterm, with the project places us at the forefront as we see Cecchini. These brands will be at the resulting in significant cost synergies markets re-emerge.” Ennismore is in the center of the global lifestyle platform. of approximately $18 million per year. right industry, at the right time, the Ac- Accor also plans to buy out its partners Without a doubt, such partnerships cor Chief says. With F&B constituting in Mama Shelter and 25hours. in times of pandemic tend to take half of the group’s revenue, and the per- “What we’re trying to do, is to have on a whole new meaning. For the formance of lifestyle brands’ strength the best of both worlds,” says Bhushan. Ennismore founder, the catastrophic in markets, guests have been flocking “The autonomous portion caters to aftermath of COVID-19 for travel to the French company’s properties in what the customer can touch and feel; and tourism, with its substantial pursuit of the right experiences. everything from brand experience and effects on hospitality, may have paved “While the pandemic has been dev- product, to design, social media, and the way for a new collective energy astating,” says Bhushan, “I look to the marketing would fall under this facet, reallocation. future with a lot of confidence because, which requires very specific skillsets “Whereas we love running multiple when the market bounces back, we’ll and mindsets for operations and projects and operations, the pandemic be at the forefront.” The pandemic development.” shines a spotlight on the importance has prompted an increased attention Ennismore, with the support of all of streamlining efforts,” Pasricha re- to younger, more dynamic age groups, of Accor’s regional hubs, is set to marks. “Scale matters: if you combine which research has shown are the most drive customer-centric areas through the pipeline and portfolio that Accor keen on travelling and lodging in the a heavily brand-focused setup. “Our brings, along with our offerings, and wake of COVID-19. >>>

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OUR BRANDS

OUR BRANDSOUR BRANDS

A globally recognised portfolio of A globally recognised portfolio of 12 brands, 74 hotels with a further

1 12 brands, 74 hotels with a further 186 in the pipeline 186 in the pipeline

OUR BRANDS

OUR BRANDS 2 HOTELS | 2 PIPELINE A globally recognised portfolio of “THIS PARTNERSHIP ENABLES 12 brands, 74 hotels with a further ACCOR TO BE AT THE FOREFRONT OF makers in these countries understand that tourism is key to their future,” he A globally recognised portfolio of LIFESTYLE HOSPITALITY. WITH IT, 186says. in the pipeline THE GROUP REINFORCES ITS OFFERING Accor is also active in , having 12 brands, 74 hotels with a further recently partnered with Katara Hos- IN ONE OF THE FASTEST-GROWING pitality, a global hotel owner, for the 186 in the pipeline SEGMENTS OF THE INDUSTRY.” two-fold signing of Raffles and Fairmont GAURAV BHUSHAN | ACCOR LIFESTYLE hotels. “I consider Accor’s Mondrian Doha to be the best hotel in the capital,” * PIPELINE SECURED AND IN NEGOTIATION According to Bhushan, Accor’s brands, large– is experiential, as we appreciate remarks Bhushan.

from very high-end and luxury lifestyle, that human element.” Speaking about Ennismore’s upcom- * PIPELINE SECURED AND IN NEGOTIATION 9 to more affordable names such as Mama With an unwavering trust in the GCC ing openings, Pasricha references SLS Shelter, 25hours and Tribe are booming market, Bhushan also asserts that Ac- Dubai Hotel & Residences, which is set 9 across all price points. “At the heart of cor had not missed a beat in terms of to welcome guests, residential, hotel what we’re trying to do, is to deliver an development. “Take , for and local alike, in the second quarter of experience that’s consistent with that example; with the Kingdom’s vision, 2021. In addition to the project, which brand, and appeal to the modern, young they have doubled down on investments is led by Bhushan, a 25hours property traveler.” and moved faster during the pandemic will be opening at the Emirate’s bustling Abiding by the business-first model, than before. We’re inking deals for big, One Central featuring close to 500 keys. Pasricha explains how, during the past new projects as we witness how they The Accor Lifestyle CEO concludes his 10 months, every operator has had to transform nation into a key tourist interview on a very positive note: “The digitize and get off the curve faster than destination.” luxury business is as strong as ever; the had usually been the case. In Europe, a The lifestyle connoisseur has also pandemic has reinforced the signifi- shift to QR codes, digital payments, as lauded the UAE government’s efforts cance of hotels as safe havens. For that well as safer options across the board in mitigating the effects of the pan- * PIPELINEreason, SECURED and AND beyond, IN NEGOTIATION irrespective of their reflect flexibility, but the human factor demic, ensuring a steady flow of travel, brands, properties must offer experienc- has never lost its importance for the with Dubai honoring its status as a es. The desire to travel is an innate one, 9 lifestyle entity. “We’re in the business of global hub. “This region has evolved and and I’m reassured by what I’m seeing, making sure our guests are inspired by reached a level of maturity where eve- because it proves to me that, no matter what we do every day. You can do some ryone understands the value of tourism. the circumstances, human beings will of it through tech, but what we do –by The greatest comfort that the decision- always seek just that.” * PIPELINE SECURED AND IN NEGOTIATION

14 / ENTREPRENEUR.COM / Executive Edition / SPRING 2021 9 Lifestyle/Legends LEADING FROM THE FRONT | FERIT ŞAHENK, CHAIRMAN AND CEO, DOĞUŞ GROUP

Leading from the front FERIT ŞAHENK CHAIRMAN AND CEO, DOĞUŞ GROUP With an estimated net worth of US$2.3 billion, this Turkish billionaire’s insights on running a business are definitely worth learning fromby ABY SAM THOMAS

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hen I met Now, you may probably think the purview of Doğuş Group’s seemed almost surprised by in seeking out and building partnerships with with Ferit here that, well, of course, hospitality arm, D.ream the query, pointing out that the likes of Azumi Group, Coya Group, Paraguas Şahenk at Şahenk would behave in such (Doğuş Restaurant Entertain- there was nothing out of the Group, and Nusr-Et Group- the foodies among the Dubai a lively fashion with me and ment and Management) In- ordinary in the way he inter- you will recognize all four companies as the outpost of my team, and yes, you’ll also ternational, of which Şahenk acted with his team- this was names behind some of the most celebrated con- the inter- perhaps grant that, yes, that’s is Chairman. And so, when his family, he told me, and so, cepts on the global F&B stage. nationally the way he works with the I saw Şahenk talk, applaud, this was normal for him and For instance, Azumi Group, founded by Arjun Wrenowned Japanese restau- few members of his execu- and even joke with almost his style of leadership. In fact, Waney and Rainer Becker, is the operator of rant Roka on a sunny morn- tive team who were also with everyone in the Roka team he believes that this is the brands like Roka, Zuma, Inko Nito, Etaru, ing in March this year, one us that morning. But what I who were there that morning, only good way to behave with and Oblix, while Paraguas Group, founded by of the first things that struck found particularly interest- I found myself taken in by the one’s employees, especially Sandro Silva and Marta Seco, runs Amazonico, me about the Chairman and ing (and quite endearing, to magnanimous persona of this in a consumer-facing, experi- El Paraguas, Numa Pompilio, Ten Con Ten, CEO of the global conglomer- be quite honest) is in the fact man, who, with an estimated ence-driven business like this. Ultramarinos Quintin, and Aarde. Meanwhile, ate Dogus Group is the very that I saw Şahenk exhibiting net worth of US$2.3 billion, “Your employees are the face Nusr-Et Group’s claims to fame includes its affable and animated person- the same spirited attitude has been billed as one of the of your enterprise,” Şahenk eponymous steakhouse as well as the Salt Bae ality the Turkish business- as he went about interact- richest people in Turkey. says. “They are the ones keep- Burger concept, while Coya Group, founded by man showcased to everyone ing with the staff that day at Later, when I asked Şahenk ing your brand and business Arjun Waney and majority owned by Dream around him- and when I say Roka- this is where you need about this friendly rapport going. So, if you don’t treat International, has its namesake restaurants “everyone,” I mean that in a to know that this award-win- that he demonstrated with them with love, respect, and spread around the world. A Google search of literal sense. ning restaurant falls under the staff at the restaurant, he kindness, if you’re not work- each of these restaurants will reveal that they ing to keep them happy and are inventive, innovative concepts in their own satisfied, you can rest assured right, and that definitely seems to figure into the that your end customers modus operandi that D.ream International uses “WE KNOW OUR SLICE OF THE aren’t going to be pleased when deciding what brands it should associate “From the service given, to the food provided, with whatever it is you are itself with. to the entertainment we showcase, people come “YOUR MARKET, AND WE KNOW WE CAN DO offering. So, yes, I believe in According to Şahenk, all of the restaurants to our concepts for the unique experiences they EMPLOYEES treating all of my employees under the D.ream International banner belong get to enjoy at our establishments. They want to VERY GOOD THINGS WITHIN IT.” the best way I possibly can- I to what he calls the high-end luxury segment- experience something out of the ordinary when ARE THE FACE think you have to, if you want this is the lifestyle domain where he believes they come to us, and we make sure we give them to run a successful business.” he and his team have the requisite experience just that.” Actually, it’s Şahenk’s belief that the OF YOUR Ferit Şahenk, Chairman Şahenk definitely knows a and expertise needed to win and lead in it. “Our appeal of such restaurants has only been ampli- ENTERPRISE.” and CEO, Doğuş Group, thing or two about running restaurants offer what I like to call a theatri- fied following the COVID-19 crisis that struck in speaking during the session a thriving enterprise- Doğuş cal experience to our guests,” Şahenk explains. 2020, with people around the world wanting to ‘The Global Business Group, which was founded move out of their current circumstances, and get “I BELIEVE Context’ at the Annual by his father, Ayhan Şahenk, back to enjoying the finer things in life as they IN TREATING Meeting 2012 of the World Economic Forum in 1951, is today one of the once used to. ALL OF MY largest private sector con- This is the sentiment that is reiterated by EMPLOYEES glomerates in Turkey, with Tevfik Akdağ, one of Şahenk’s closest associates, THE BEST WAY its portfolio including over when commenting on the current F&B landscape I POSSIBLY 300 companies and more in the world at large. As a Supervisory Executive CAN- I THINK than 19,000 employees work- Board Member of D.ream International, Akdağ is YOU HAVE TO, ing in businesses spanning extremely well-versed about this industry, a fact IF YOU WANT sectors like automotive, real that is bolstered by his executive level roles in TO RUN A estate, construction, energy, Doğuş Group’s hubs in Dubai and London, as well SUCCESSFUL and more. With its key hubs as by his participation in the boards of several in London and Dubai, the of its operating companies. According to Akdağ, BUSINESS.” Group’s interests in lifestyle all of the brands that fall under his company’s and hospitality are today banner today are seeing a renewed interest from centered in D.ream Interna- patrons, regardless of whether they are located tional, which was launched in, say, Madrid, or Riyadh. “Given the desire and in 2012- besides operating demand that we are seeing from our customers over 150 luxury F&B outlets around the world, the future is looking quite in Turkey, it also has a global bright for us,” Akdağ says. “The experiences that presence with over 60 res- we are offering are working because we are keep- taurants across 13 brands in ing our guests at the center of everything we do, 11 countries. The latter has and that is something that is going to stand us been made possible thanks to in good stead as we move into a world after the D.ream International’s efforts coronavirus pandemic.”>>> IMAGE © WORLD ECONOMIC FORUM SWISS-IMAGE.CH/PHOTO BY SEBASTIAN DERUNGS SEBASTIAN BY ECONOMICSWISS-IMAGE.CH/PHOTO FORUM © WORLD IMAGE DOGUSGRUBU.COM.TR

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But this is not to say that the we wouldn’t be good at it,” he business is not paying atten- responds, in a matter-of-fact “IT MAKES SENSE FOR US tion to the changes that are tone. “We know our slice of TO FOCUS OUR EFFORTS afoot in the world around the market, and we know we us either. Having seen the can do very good things with- ON DOING WHAT WE DO ongoing boom in the online in it. As such, it makes sense BEST, AND BUILD ON OUR food delivery space, Şahenk for us to focus our efforts on reveals that his company is doing what we do best, and NICHE.” THAT’S WHAT IS working on setting up a cloud build on our niche. That’s GOING TO GUARANTEE OUR kitchen business of its own, what is going to guarantee our with them tapping into the success in the long term.” SUCCESS IN THE LONG unique brands in their port- It should be clear by now TERM.” folio to offer something new that Şahenk is keeping him- and unique to this particular self very closely involved with sector. However, Şahenk says all of what’s happening in his that this new offering will business, which is evidenced continue to target the lifestyle by him, say, keeping a finger connoisseurs that they know on the pulse of the market how to serve- when I asked at large and looking out for to a man who is deeply pas- “FROM THE SERVICE GIVEN, TO him if he’d ever consider en- opportunities, or even with sionate about the work he THE FOOD PROVIDED, TO THE tering into the mass market his intent interest in ensur- does, and Şahenk describes ENTERTAINMENT WE SHOWCASE, PEOPLE COME TO OUR CONCEPTS segment, he replies with an ing his staff’s happiness and his temperament as a lifestyle FOR THE UNIQUE EXPERIENCES emphatic no. Why? “Because well-being. All of this points in itself, because he can’t im- THEY GET TO ENJOY AT OUR agine himself doing anything ESTABLISHMENTS. THEY WANT TO EXPERIENCE SOMETHING OUT OF differently either. Indeed, THE ORDINARY WHEN THEY COME when I asked him what drives TO US, AND WE MAKE SURE WE “OUR RESTAURANTS him to do what he does every GIVE THEM JUST THAT.” day, Şahenk first answered OFFER WHAT I LIKE TO by saying that he is propelled by the idea that the business wherein they are empowered CALL A THEATRICAL he works on creates jobs, to dream and build better fu- EXPERIENCE TO OUR and that in turn ensures the tures for themselves and the livelihoods of so many people, ones they hold dear. GUESTS.” Now, this is, of course, a noble undertaking by itself, and while I could see Şahenk being spearheaded by this notion, I wanted to figure out the underlying factors behind this mentality, and so I kept drilling him on this, asking him to tell me why he wakes every morning to go to work. “Because I am alive,” he re- plies, finally. “It’s a gift to be alive. It’s a gift to be given the talents and skills we have, it’s a gift to be able to work together and build something wonderful, it’s a gift to come together and work hand-in- hand for the greater good.” Şahenk pauses for a moment here, reflecting on what he said, and then adds, “I don’t really see what other reason Ferit Şahenk one needs than that.” Can’t with Tevfik Akdağ and say I disagree- would you? Goktug Seckiner D-REAM.NET

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ith a global expansion underway, the Peruvian restaurant COYA is now making its presence felt around the world. We talk to three key figures behind the brand fueling its growth: Yannis Stanisiere, Chief Operating Officer, COYA Restaurant Group, Sanjay Dwivedi, Culinary Director, COYA, W and Benjamin Wan, Executive Chef, COYA Middle East. How has your extensive experience in F&B helped you build a “COYA IS A JOURNEY. vision of what you wanted to bring to the COYA brand? COYA is a journey. A lifestyle experience. Our principal Ferit A LIFESTYLE EXPERIENCE.” Şahenk, Chairman and CEO of Doğuş Group, has a vision. It is up to us to make it happen. I hope to be able to share an extensive experience in F&B with different concepts, volumes in various continents, to the team I work with and that we YANNIS/STANISIERE can take the brand to another level while maintaining its DNA CHIEF OPERATING OFFICER, COYA RESTAURANT GROUP and excitement. I will strive to bring best practices and some structure in order to be able to develop COYA as one of the What sets the COYA concept apart? What are some of the best lifestyle destinations and make it even more successful. A multifaceted most unique dining elements it boasts that keep diners coming back for more? How do you create different experiences across your venues What sets the COYA concept apart is the multifaceted around the world –adapting to the intricacies of every culture experience that we offer. This is unique! There is a journey, and diner profile– while maintaining the essence of the brand? a full experience which goes beyond dining and makes our Understanding the local clientele and culture are the key experience/COYA customers want to go back. We want to give over and over to elements to make each COYA restaurant more personable to our customers this unique and memorable dining experience. each city. We believe that adding a little personal touch of But before anything, COYA is a restaurant with fantastic local cutlure to each establishment is the key to our success. food and service. We are consistent. This is the key to We always adapt ourselves to the local market at various sustainability and loyalty from our guests. Our teams on the levels. ground make it happen. COYA is a combination of Peruvian food, serving innova- What are some localization tactics which you have tive pisco infusion with its very own exclusive pisco library, implemented in order to increase brand appeal among Dubai, featuring cultural events with our ongoing commitment to art , and Riyadh guests? and our pride in being an authentic art destination and, with- Understanding the city’s life is very crucial when localizing out forgetting our COYA Music which is homegrown thanks to each establishment. For example, while Dubai’s clientele is our Music Director and our unforgettable parties, including more international and tourist-driven, we have a lot of locals our Ritual’s & Azucar’s nights. We strive to offer our custom- who are our loyal customers since day one. And our Abu ers an experience that they want to come back to over and Dhabi location is also mainly driven by local and business over again. From art exhibitions, to culinary masterclasses, clientele, we slightly adjusted the concept accordingly to fit such happenings are part of COYA’s edge. the local needs.

Please tell us more about the importance of culture and Are you planning on expanding to other countries in the MENA, entertainment to the brand. specifically the GCC? To set us apart from other establishments, we want to give Yes, we are, as the Kingdom of Saudi Arabia (KSA) is opening our clients not just an ordinary dining experience. We strive up as a market with solid opportunities. Nonetheless, we to offer our customers a cultural atmosphere to walk away are very present in the Middle East at large, and we will with something extra at the end of the visit. Art is part of the continue our growth in top lifestyle European target cities COYA culture and atmosphere. and locations. >>>

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prepared a dish. It was a whole fish with SANJAY/DWIVEDI fresh herbs, lemon and butter all encased “WE CULINARY AMBASSADOR, COYA in a paper bag and cooked in a steamer. When the fish was ready, the chef carefully WANT TO Your passion towards food flourished opened the paper bag right in front of me. during your childhood; please tell us more The aroma and the taste of the fish was about how your family has influenced your mind boggling. It was just magical. I have Please tell us more about the idea POSITION culinary journey. never seen such theater behind a dish, and behind the COYA Dubai and COYA When I was ten years old, I remember I guess a culinary seed was planted in my Mayfair London members’ clubs, OURSELVES going on a holiday to Visakhapatnam, a head at that moment. I was brought up and how they have helped the coastal town in India. My mother’s cousin on spices and all food was either cooked brand. owned a five-star hotel there named The on a gas stove or on a BBQ grill. To have a As Sanjay once told me, “COYA, AS ONE OF Sun n Sea Hotel. During one of my visits steamed fish with no spices was for me an to me, is you coming to my home. to the hotel, I was allowed to go inside the explosion of flavors – simply just the fish I just have a bigger dining room THE TOP restaurant’s kitchen, where the head chef flavored with herbs and lemon.>>> and a bigger kitchen.’’ Having a members’ club gives us this opportunity to get to know our LUXURY clients personally, and we can offer them a more personalized LIFESTYLE experience and a family atmos- phere. It has been helping our business to grow further and BRANDS.” strengthen the ties with our loyal clients. Our members have access to personalized cocktails, menu Please tell us more about some of the items, service, art and we have a most important milestones in your career, 2021-2022 plan to increase these and the moments which have helped

YANNIS STANISIERE added values. shape your journey. CHIEF OPERATING OFFICER, COYA RESTAURANT GROUP Two significant milestones helped me How did you overcome challenges shape who I am today. The first one “BE HUMBLE, in the wake of the COVID-19 was when I moved from the restaurant BE PASSIONATE, pandemic, and mitigate its effects manager to the corporate side as AND TRY YOUR given the hard hit that F&B has Director of New Builds, and the second BEST TO THRIVE endured around the world? one was when I became the COO of IN THE GIVEN In the pandemic, we needed to COYA. ENVIRONMENT. be open-minded and think about To transition from floor operation to BE FAIR TO what we could do to maintain corporate taught me how to look at the EVERYBODY our best to offer our customers. business on a global scale and strategize AND BE We came up with a few initia- and execute the plan for each concept PROFESSIONAL.” tives on the take-out services and in an accurate and timely manner. tried our best to make it exciting Effective decision making, allocating for our clients and keep them resources, recruiting, and hiring critical engaged. The key was to adapt positions to each establishment are rapidly to minimize the impact of crucial elements for opening successful the pandemic. establishments. The second milestone was when I What are your future plans for became the COO of COYA. Working at COYA and its development on a this level is an exciting opportunity global scale? for me to grow even further, and I am We want to position ourselves looking forward to contributing to COYA as one of the top luxury lifestyle and its further success. brands. There are several markets The beauty of our job and one of its where we believe COYA could be keys to success is to keep extremely con- successful and currently we are nected and close to the teams, the clients pursuing several leads in Ibiza, and the operations. This is a business St Tropez, St Barth, Milano, Mar- where we need to keep taking the pulse SANJAY DWIVEDI rakech, Zurich and others. of our restaurants daily. CULINARY AMBASSADOR, COYA

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From there on, I started to do few I designed a dish ensuring flavours to amarillo, tamarind, and soy for a mini- experiments with food. I loved to watch be very Peruvian and at the same time mum of 24 hours. For the rice, we use have definitely influenced the way I and takeaway platform that brings the food due to the delivery timings my grandmother cook and we spent time giving it a Western touch. I don’t like to paella rice, which is cooked with dashi run the kitchen and manage my team. their favorite signature dishes for them was new to us. It was a challenge, in the kitchen together. By the age of 15, call it fusion food as I just think “fusion stock flavoured with soya, ginger, garlic, My goal every day is to pass down that to enjoy at home. It was very tricky at but something we are relishing and I was a champion in making omelets for is confusion.” and aji amarillo. Once the rice is cooked, disciplined work ethic to my team and first; to switch from in-house fine din- overcoming. We are learning everyday. all family members. I remember I tried I always make sure we use the best in- we finish it with lime and chilli butter. encourage everyone to get involved and ing to packaging the same quality food But it’s comforting to see the orders different methods. To name a few- I gredients. We use chillies and spices that We serve with Chilean seabass, cooked work together effectively. for delivery was challenging. Adjust- still coming through and the positive whipped the egg whites separately and act more like a catalyst and complement over charcoal and adding sweetcorn ing to the timings of the execution of feedback from our guests. then added the egg yolk. Another one the dish rather than just add spice to it puree and pea shoots as the finishing How has the transition from COYA Dubai was cooking tomatoes, onions, green and only mask the taste. touch. to overseeing the brand’s culinary peppers, and chilies together and then I interact a lot with all our head chefs The beauty of it all was that we are offerings across its Middle East adding these ingredients to whipped and staff around the world on a regular creating something new and unique, and locations inspired you as a chef? BENJAMIN WAN eggs, and baking them together in the basis. We are always looking out for new I believe this has been one of the key The transition was challenging as I EXECUTIVE CHEF, COYA MIDDLE EAST oven. To this day, every time I visit India, ideas and techniques. reasons of COYA’s success. have always been very hands on in the there is an Omelets Sunday by Sanjay, kitchen. It required me to step back where I make omelets for our extended At COYA, it’s all about experimenting with from daily operations in the kitchen. “DINERS CAN family members. Last year, just before traditional Peruvian dishes and using I’m very fortunate to have a team in all EXPECT TO the pandemic, I was in India, where I Japanese, Chinese and Spanish cooking BENJAMIN/WAN locations that I can trust and believe had to make 30 omelets and as always, a techniques; have you found that to be EXECUTIVE CHEF, COYA MIDDLE EAST in and I’m thankful that I have their SEE COYA ON A great hit with the family. the essence of what makes the brand support also. unique? You grew up in a restaurant environment. MORE GLOBAL You have had a very colorful career, Peruvian food is so unique, as it takes How has it shaped your journey towards What are some of your favorite dishes filled with dishes served to celebrities influences form Japan, China and Spain, becoming a culinary head? at COYA? What about popular eats and STAGE, AND and prominent figures; what were some making the boundaries limitless. The desire to become a chef was there bestsellers? of the most memorable moments long When we first started this journey, in from the outset. My passion was always My favourite dish is the Pulpo NOT JUST THE the way? COYA Mayfair, London, the menu was to cook, but I never intended to be a Rostizado or roasted octopus with MIDDLE EAST.” We have had a number of prominent more inclined towards traditional Peru- Head Chef or lead a team. I think that potato, bottarga, botija olives, aji people and celebrities visiting our vian food. The cuisine at the time was the most important thing is if you show amarillo. It’s our take on the Spanish outlets over the years. When we first not as popular as it is today, so the best pride in your work, do your best, and dish Pulpo a la Gallega. The Arroz opened COYA Dubai, we had a guest route was to combine traditional food enjoy, and you will go places. Nikkei or the Chilean sea bass with from the royal family visit us. I remem- with something that is more familiar rice, lime, chilli has always been a firm ber speaking with them and showing to the market. I guess we hit the right Starting off with French-casual cuisine, favourite and bestseller at all COYA them around the restaurant. They were spot. We had raving reviews and best of how have you developed your skills and locations. very impressed, and I guess were happy all is that people fell in love with COYA. explored other global palates? to see a restaurant like COYA coming to I have never been as happy as when I My background has always been French COYA is known for its fresh offerings; their city. opened COYA ever more than when we cuisine. I believe the discipline, skills how do you choose ingredients and I am a big fan of Formula 1. Every year, received a Michelin star at my previous and techniques I learned have put me source them, ensuring that you get it during the Monaco Grand Prix, we would restaurant. in good stead and helped me progress right every single time? have Lewis Hamilton coming in for din- I love experimenting with flavours through my career. I have implemented Choosing the right supplier is an oner- ner with his friends. I remember back in and ingredients. One of the ceviche’s these into COYA’s kitchens as a matter of ous yet vital process. It took a lot of 2018 when we opened COYA Monaco, we serve at COYA is the Corvina Trufa course. In terms of palates, it was a big communication and trial and error to Lewis came in after the race for dinner. Ceviche that has corvina, truffles, ponzu, leap for me at first to shift from French build the relationship we have now I went up to his table and mentioned I and chives. It was quite unimaginable to Latin American cuisine. Traveling with our suppliers, but it is key to have cooked certain vegan food for him, and unusual to use truffles and raw fish to Peru helped me a lot. It took a lot of sourcing the best produce locally and and he was impressed that I was aware together, but the lime and the ponzu adjusting and required a lot of under- globally. The quality of our ingredients of his preference. Since then, he has help bring out its flavours. standing of ingredients and techniques. is paramount to our success. always come regularly during the grand In COYA Dubai, we used the red snap- There’s no better way for me to appreci- prix and whenever he is in town. per instead of corvina and it has been ate and understand the food and culture What were some of the biggest We also had Cristiano Ronaldo and his the outlet’s best-selling ceviche. It is the than actually experiencing it myself. challenges you have faced during the family – he was such a lovely gentleman. menu items like these that make COYA pandemic? unique. How has your training in France helped When regulators asked restaurants As you sampled Peru’s finest culinary The best-selling dish of COYA across you in your role as head chef at COYA to close last year, we thought of how offerings, how have you envisioned the all outlets is Arroz Nikkei Cazuella or Dubai? colleagues can support themselves and dishes at COYA taking shape; how have the Chilean sea bass with rice, lime and The French kitchen is a very well their families as well as how we can you crafted dishes with the culture and chilli. I created this dish with influ- structured and disciplined environment. continue looking after each other and flavours in mind? ences from Peru, Spain and the UK. The My experience working at numerous our guests. This is how we came up As a benchmark since my first menu, Chilean seabass is marinaded in miso, aji restaurants and executing French cuisine with ‘COYA 2 U,’ our very own delivery

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DOUBLING DOWN With the launch of the first SLS hotel in the Middle East, its parent company Accor is signaling its commitment to the lucrative lifestyle segment by DEVINA DIVECHA

IT’S HARD to miss the SLS These developments will Dubai Hotel & Residences only serve to further high- on Marasi Drive in Busi- light the opportunities that ness Bay. The 75 story-tall exist for sbe and its brands, building is making its debut according to Chadi Farhat, in April 2021, and it will Chief Operating Officer at become the seventh SLS sbe. “The acquisition of hotel in the world and the sbe hotel brands by Accor first in the Middle East. will not change the DNA of Its launch is coming at our brands, but instead, to- a time when SLS’ moth- gether with the Accor, En- ership, Accor, has been nismore and sbe executives, making a bigger push into we will continue to evaluate the lifestyle segment, by and improve each of our acquiring SLS’ founding brands and their lifestyle company, sbe, and forming offerings from programming a new lifestyle entity with to culinary and mixology Ennismore. experiences,” Farhat says. >>>

28 / ENTREPRENEUR.COM / Executive Edition / SPRING 2021 SPRING 2021 / Executive Edition / ENTREPRENEUR.COM / 29 INNOVATOR DOUBLING DOWN | THE FIRST SLS HOTEL IN THE MIDDLE EAST “SLS HAS ALWAYS POISED ITSELF TO BE “Being part of Accor supports into the terrace, which is SOMETHING the growth of not just the almost the same size of the SLS brand, but all our hotel living space.” DIFFERENT.” brands globally,” he contin- While Wadama and his Spencer Wadama, General Manager, SLS Dubai ues. “We just announced the team are targeting a wide opening of SLS Cancun in range of source markets, he Mexico. We’re very excited notes that the only challenge to open our first SLS hotel in with SLS was that people the Middle East, which will in the local market weren’t follow the opening this year as aware of the brand. “The of the first SLS Hotel and good thing is that our sales Residence in Puerto Madero, center for real estate has .” been open the last couple of The SLS Dubai, owned years, so there’s a lot of cu- by World of Wonders Real riosity around it, and people Estate Development, is not have started to identify what a small undertaking, with the brand is,” he adds. 254 hotel rooms, 321 hotel While the 371 branded apartments, and 371 branded residences do not fall under residences. The hotel’s gener- Wadama’s purview, its own- al manager is Dubai veteran ers will have full access to all Spencer Wadama, who has the services and amenities of been in the region for a the hotel. The remaining 575 decade now. The Californian rooms (254 hotel rooms, and native says, “SLS has always 321 hotel apartments) will be Chadi Farhat, COO, sbe been a really cool brand. managed by Wadama’s team, The first SLS was in Beverly with the hotel apartments Hills, and I have stayed in already gaining a lot of trac- “TOGETHER WITH THE ACCOR, that hotel when I went to tion. “We are already getting Los Angeles. It was just cool. enquiries and contracts for ENNISMORE AND SBE EXECUTIVES, WE You had celebrity sightings long stay which I do think is WILL CONTINUE TO EVALUATE AND IMPROVE all the time, the vibe around a very important market here EACH OF OUR BRANDS AND THEIR LIFESTYLE the pool and the lobby was in Dubai,” he adds. exactly what you’d hope to Another plus point for OFFERINGS FROM PROGRAMMING TO see when you go to LA.” the hotel, especially in a CULINARY AND MIXOLOGY EXPERIENCES.” The brand has thus always post-pandemic world, is the been on Wadama’s radar, and meeting space that caters to joining the property felt like smaller groups of 50 people the 71st floor, complete with with a separate entrance to the right fit. “I like the con- and under. Wadama high- panoramic floor-to-ceiling offer an “independent” feel. cept, and I think the future lights that all the meeting windows and natural lighting. However, Wadama discounts for hospitality is more in life- spaces blend the indoors “We are a giant building, and the notion that the hotel’s style.” Wadama stresses that and outdoors with attractive one of the things I recognized unusual move could be a the hotel offers a wide range patios– and are all located on was that unlike every other risk, pointing out that there of propositions for both the the 73rd floor so offer stun- hotel in Dubai which puts are plenty of people who will business and leisure trave- ning views of the city’s sky- all the public space at the make a special trip if the ler. He ticks off the spacious line. “We want to make this bottom, our owner was bold experience is worth it. “If living spaces and connecting a great place for people to enough to put everything on the experience is amazing, rooms for the family travel- work, but also to entertain,” top,” the general manager and the quality of food and ers, along with the working Wadama says. “That’s what notes. “I’ve always felt that service is what it should spaces available in each room people are looking for.” that’s the best way to build be, people will come,” he for the business guest. He The hotel also flips a few a hotel, and this is the first reiterates. “We have to keep adds, “One of the upselling well-worn tropes on its head, product where I’ve actually the buzz and excitement points of this property is that by placing the lobby and seen it happen.” going, and we can never we have large terraces that its F&B offerings on the top More recently, F&B rest on our laurels. We are we like to say is an extension floors, rather than ground. outlets have generally been not trying to open hotel of your living space– because Guests can check-in, for positioned on the ground restaurants; we are trying to the living room goes right example, at the Sky Lobby on floor of hotels, and usually open restaurants in a hotel.”>>>

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The food & beverage offering within the rooftop venue, Privilege, which is set to Following Wadama’s assertion that the property includes sbe’s signature culi- delight visitors with two infinity pools brand is “opening restaurants in a hotel,” “THERE’S A LOT OF INTEREST nary concepts Fi’lia, an authentic Italian overlooking Dubai’s skyline. EllaMia is a it’s worth noting that general managers IN THE MARKET, BECAUSE restaurant, and Carna by Dario Cecchini, sophisticated café that brings its dedi- have been hired for the restaurants, as SLS HAS ALWAYS POISED a contemporary steakhouse from the cated Los Angeles-based coffee culture to opposed to restaurant managers, so as ITSELF TO BE SOMETHING legendary butcher from Tuscany, Italy. S Dubai, and at 12 Chairs Caviar Bar, caviar to ensure they treat their restaurants as DIFFERENT.” Bar, sbe’s mixology lounge is located in takes center stage, reserved for only 12 their own independent ventures. Spencer Wadama, General Manager, SLS Dubai the lobby, and there’s also the signature guests. Still, he admits the need to be cautious, especially in uncertain times. “We’re not being too bullish; we’re not opening with the full inventory. We are opening at 50% from a room standpoint, and fully open with F&B except Privilege. This is the beauty of the partnership with Accor; it opened up a lot of doors for us where we as an independent SLS brand would never be able to get into. That makes a huge difference for us, and gets us into a market which we wouldn’t have had access to before.”

IN FOCUS “ONE OF THE UPSELLING POINTS OF THIS SBE PROPERTY IS THAT WE HAVE LARGE TERRACES The journey of sbe has been a long and fruitful one. The THAT WE LIKE TO SAY IS AN EXTENSION OF YOUR company was established in 2002 by Sam Nazarian, which LIVING SPACE– BECAUSE THE LIVING ROOM then acquired boutique lifestyle GOES RIGHT INTO THE TERRACE, WHICH IS hospitality operator, , in 2016. Accor then ALMOST THE SAME SIZE OF THE LIVING SPACE.” fully acquired sbe’s hotel brands in December 2020 after holding a 50% stake in the company, Farhat agrees- the acquisition of sbe in the ALL Loyalty Program at the with Nazarian remaining as a by Accor not only offers up benefits Platinum level and a series of other special advisor to Sébastien to the brand, but also to its owners. benefits including but not limited to Bazin, Chairman and CEO of “One of the advantages of being fully welcome amenities, early and late Accor. integrated with Accor is that now we checkout, complimentary upgrades sbe’s hotel and residential can provide benefits to our residential and exclusive discounts.” brands include SLS, Delano, owners under the Accor Global Benefit As for Wadama himself, he is espe- Mondrian, Hyde, The House of Program, which affords benefits across cially looking forward to what the fu- Originals, The Redbury, and its culinary and nightlife concepts the entire global Accor portfolio,” ture holds for the first SLS hotel in the include Katsuya by Chef Farhat explains. “For example, going Middle East. “There’s a lot of interest Katsuya Uechi, Cleo, Fi’lia, Carna forward, SLS Dubai and all our future in the market, because SLS has always and Bottega di Carna by Dario hotel openings will be part of the ALL poised itself to be something differ- Cecchini, Leynia and Diez y Seis, Hyde, Skybar, Bond, Dandelyan, Accor Live Limitless loyalty program. ent,” Wadama concludes. “My job Blind Spot, Smoke & Mirrors, and More importantly, resident owners with the team that I have it is to make Privilege. sbe.com will enjoy the benefit of being included something unique and different.” SLS Dubai Privilege

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NO SHORTCUTS TO SUCCESS FLAVIO BRIATORE FOUNDER, BILLIONAIRE Want to emulate the accomplishments of this Formula One legend? Get ready to put in the work, he says by ABY SAM THOMAS

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When I spoke with Billionaire founder Flavio Briatore “Retiring is not about age,” he says. “In Italy, for instance, If I had heard that declaration from ing his primary activity once he exited over a Zoom call in March this year, he was just a month a lot of people have more energy at 60 than someone at 24. anyone else, I probably would have the racing circuit. Looking back on away from celebrating his 71st birthday, and at one point I will retire the moment I think I am not bringing the same chalked that off as an indication of the club’s origins, Briatore remembers during our conversation, I asked the Formula One legend, vigor to work as I do today… I think that you should only their arrogance, but given that Briatore wanting the very popular location of whose business prowess sees him today actively working stop working when you feel that someone’s doing what you said it, I can see it as nothing other Sardinia to have a place that’d offer on growing and developing his entrepreneurial endeavors do better than you. You should retire only when you find than a statement to the success he has “good service, good product, good around the world, if he would be considering a retirement someone who’s thinking on the same level, if not higher, seen as an entrepreneur so far, espe- music, good staff,” and that’s essen- any time soon. The Italian businessman quickly replied with than you... So, no, retiring is not in my vocabulary.” At this cially with the Billionaire brand that tially what he built with Billionaire. an emphatic “no,” saying that he is enjoying what he is doing moment, I ask Briatore, “So, you think you’re still the best he founded as a nightclub in Sardinia, The name of the club did cause a lot on a day-to-day basis today, especially given the fact that [at what you do]?” Briatore has a huge smile on his face Italy in 1998. Briatore recalls starting of questions and commentary- after he is working for his own company at this point in time. when he quips back, “I don’t think so… I am.” up the Billionaire Club Porto Cervo all, as Briatore puts it, there were only as a hobby of sorts during his time at millionaires being talked about at that Formula One, but it ended up becom- point in time. “There were no billion- aires then,” he laughs. “But it worked from a marketing point of view. The name was a strong one, and everyone “RETIRING IS NOT ABOUT AGE.” was talking about it. Even though the “COVID-19 HAS club was situated in a location that was sort of difficult to arrive at, we had cars MADE US CHANGE waiting in two- or three-kilometer lines OUR PHILOSOPHY.” to get to Billionaire.” It is with the popularity that the Billionaire Club Porto Cervo attained that Briatore realized there was an untapped opportunity in the enter- tainment industry that he not only understood, but could also cater to in a manner that works. “Normally, when you find yourself at an entertainment destination, you’ll often find the food is not good, or some other aspect of it doesn’t work,” he explains. “With Billionaire, we were aiming for excel- lence in everything- so, think top food, top entertainment, top staff, top DJs, today.” Besides Billionaire, Briatore etc. This is what we started, and this has also been spearheading two other is what worked to our advantage.” brands that he conceptualized- one of Sardinia was already a favorite for the them is Twiga, a nightclub concept that international jet set at that point in currently exists in Monte Carlo, Forte time, and they all gravitated towards de Marmi, and London, and it’s all set Briatore’s club owing to its unique to open in other locations around the offering, thereby growing its fame and world as well. Briatore’s newest ven- popularity. This led to the Billionaire ture is Crazy Pizza, an F&B brand op- brand becoming synonymous with erating currently in London and Monte “outstanding service, along with excel- Carlo, whose stupendous success is lent music and entertainment, in an seeing it expand soon into the Middle electrifying atmosphere,” and soon East, Europe and USA. But that’s not enough, Briatore was looking for other all- besides his own ventures, Briatore locations he could take the concept to. also operates two other brands under That hunt is what resulted in the Bil- license: Cipriani Monte Carlo and Cova lionaire brand opening an outpost here Milano, also in Monte Carlo. While in the Middle East in Dubai in 2016, Briatore says he has executive teams and another one in Riyadh earlier this in place to manage and operate each year. of these companies, he admits that he “With Billionaire, I didn’t just create likes to get involved in all aspects of the a company,” Briatore says. “I created business nonetheless. Why? “Because I a lifestyle and a series of aspirational am knowledgeable, and because it’s my brands, which I am proud to see rec- passion,” he replies, in a matter-of-fact ognized and appreciated everywhere fashion. >>>

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It’s this sentiment of Briatore’s lifetime. “First of all, know that the suc- “WITH BILLIONAIRE, [...] that I remember as he shares cess I’ve seen is not thanks to a lottery,” I CREATED A LIFESTYLE how the Billionaire concept has he says, quite unabashedly. “You have undergone an evolution in order to to work very, very hard. I had nothing… AND A SERIES OF cater to the new normal brought But I worked very, very hard to get to ASPIRATIONAL BRANDS, on by the global coronavirus where I am today.” pandemic in 2020. “Last year, we Briatore is not bluffing when he says WHICH I AM PROUD completely changed Billionaire,” that- long before he became known for TO SEE RECOGNIZED he says. “COVID-19 has made us his work with Billionaire or Formula change our philosophy.” Using One, this celebrated business tycoon AND APPRECIATED its Dubai outpost as an example, was once an insurance salesman on the EVERYWHERE TODAY.” Briatore explains that Billionaire streets of Italy. But the work ethic he used to operate on a “80% disco, had then is the same one he showcases 20% restaurant” model; however, today- and that has made all the differ- today, it has been remodeled as a ence. “When I was selling insurance, restaurant that includes a spec- I was the best at it,” he recalls. “I used Billionaire Dubai tacular live stage show to entertain to sell more insurance than any of my its patrons through the course of colleagues, and the reason for that was It is this unflappable work ethic that be the one you dream of- but it’s still a an evening. This show, which has because I worked hard to make that Briatore recommends to anyone who job. And you should start from that- be been built under the artistic direc- happen. I used to work from seven in the wishes to emulate his success in the the best in what you do. That’s what tion of Montserrat Moré (formerly morning till midnight, and I even used business world. “If you’re a waiter, you will open up new avenues for you, new of Cirque du Soleil, Lío, and Pacha to work on the weekends- the latter was should strive to be the best waiter out opportunities.” Indeed, from Briatore’s in Ibiza), guarantees guests have especially good for me, because there there... If you’re a manager, you should point of view, the formula for success a spell-binding experience that is was less competition for me on holidays, strive to be the best manager out there. is a very simplistic one. “You will have the trademark of the Billionaire and so while my colleagues took a break, You need to be improving yourself, success, if you deserve it,” he declares. concept. Briatore says the re- I was making the most of the time I whatever you are doing, all the time. “And to deserve success, you need to be vamped version of Billionaire has had.” Sometimes, the job you have may not working very, very hard.” already been received warmly by its patrons in Dubai, and while the brand has had to recently pause its operations as a result of govern- Billionaire Dubai mental guidelines, it is raring to come back as well. Hearing Briatore speak about his business’ evolution makes it “BE THE BEST IN clear that he remains very involved WHAT YOU DO. THAT’S with all of his entrepreneurial endeavors, and this passion is be- WHAT WILL OPEN ing fueled by what he indicates as UP NEW AVENUES a sort of an innate need to uplift those around him. “My drive is FOR YOU, NEW quite simple,” he says. “If you’re an OPPORTUNITIES.” entrepreneur, whatever field you may be in, you’re almost certainly creating jobs for people… This is what drives me- creating jobs, creating opportunities.” This is perhaps Briatore’s way of paying it forward- after all, it is thanks to the opportunities he was given at one point in time -and the work he did to capitalize on them- that he became the celebrated Formula One icon he is today. And Briatore reinforces this sentiment in me when I ask him to share his advice for people who may wish to have

Billionaire Riyadh the success he has seen in his BILLIONAIRE COURTESY IMAGES

38 / ENTREPRENEUR.COM / Executive Edition / SPRING 2021 SPRING 2021 / Executive Edition / ENTREPRENEUR.COM / 39 Lifestyle/Legends SERIAL ENTREPRENEUR | JOELLE MARDINIAN

“I always wanted to be the best.” JOELLE MARDINIAN SERIAL ENTREPRENEUR, TELEVISION HOST, AND MAKEUP ARTIST JOELLE MARDINIAN, ON THE DRIVING FORCES BEHIND HER LIFE AND CAREER BY TAMARA PUPIC

have always wanted to be known “ for being the best at what I do,” the Lebanon-born and London-raised Joelle Mardinian says, matter-of-factly. If you count her followers on social media -for instance, her Instagram account has crossed the 16 million followers mark at the time of writing- Mardinian is among the MENA region’s top social influenc- ers. Her Joelle Show on MBC1 is the longest running makeover TV program in the region, making her one of the most popular Arab TV presenters. In view of this, vanity can be explained, if not ex- pected, and therefore, it piques my interest why there is nothing in Mardinian’s demeanor to even suggest Iit. “It doesn’t matter what it is, be it a fitness instruc- tor, an underwater baby instructor, or a makeup artist, I have always been competitive, and I don’t want to beauty conglomerate which includes the high-end beau- myself up, actually- this is a personal thing, nothing against resting until literally falling asleep, only to support her objec- be in second place,” she continues, without sounding ty salon Maison de Joelle (since 2008), cosmetic clinic those people,” she explains. “I want the best for them, but I tion against those who are not willing to pay the high price of pretentious, although nothing about her and around her Clinica Joelle (since 2013), skincare brand Joelle Paris want to be like them. If I am not like them, if I’m not reaching hard work. “To all the people who comment that they’d like to is modest. “I always want to be the best. I want to be at (since 2014), and more recently, a line of colored lenses, that level of perfection that I see in other people, I get super have ‘a half of my wealth,’ I say that they can have it all, if they the same level as other people who are the best, if not EyeCandy. And as I carried on my conversation with hard on myself.” can work this much,” she says. “It really hurts me, because I’ve better than them, but never behind.” Mardinian, I started to feel like there must be some Her level of achievement does come at great personal sacri- been working since I was 14 years old. I was babysitting at 14. Her voice, echoing the perhaps harsher, more serious deeper force at work beneath her drive to join what she fice. Yet, Mardinian hardly mentions it. And so, she will talk I was working at a kids’ shoe shop at the age of 16. I qualified as tones of responsibility, serves as proof that Mardin- considers to be a hallowed category of successful indi- about checking social media, emails, and messages immedi- a fitness instructor at the age of 17, then a makeup artist at 22, >>>

ian is the entrepreneur at the helm of Joelle Group, a viduals in society. “I get too jealous, too hurt, and I beat MARDINIAN JOELLE COURTESY IMAGES ately after waking up, working for 18 hours per day, and not an underwater baby instructor at 27.”

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Going back in time, Mardinian tenderly traces the arcs of The beginnings were hard, to say the least. “At the time, her love for Lebanon by describing her happy childhood I couldn’t read Arabic properly, I didn’t have the script, spent in the mountains surrounding Beirut, while the and so on,” she adds. Her effort paid off though, and intonation of her voice becomes clearer and more delib- before long, Mardinian started building a beauty empire. erate when explaining that her mother -also a makeup Launched in 2008, Maison de Joelle started out as a artist- instilled in her the work ethic that, in London high end salon at the Hotel in Dubai, and years later, resulted in Mardinian styling celebrities today, it has 14 franchises in Saudi Arabia, Qatar, Iraq, enlisted by Sony Records. Tunisia, Bahrain, Jordan, and Algeria. It is Mardinian’s Dubai, she says, opened its doors for her in 2004, and very first entrepreneurial endeavor. “I had zero quickly after she launched theJoelle Show on MBC1. “It knowledge about starting up and running a business,” has been about me showing to the world what I can do she says. “I remember overseeing the tiles on the floor, with one person, how I can transform her,” Mardinian the wallpaper, every chair, literally. I don’t know why says of its success throughout its many seasons. “I have but I always have this burning feeling that I want to do been tested every week. I saw it as if every week I was more. It’s never been about money. I didn’t even think sitting in an exam, and not as just presenting a show. about how much money it should be making, I just It isn’t about me, what I look likem or what I wear, but wanted it to be the best salon in the region. End of story. what I am actually delivering to that other person.” Full stop.” In a moment, a flashback to the beginnings of

Salon de Joelle

“IT’S NEVER BEEN ABOUT MONEY. I DIDN’T EVEN Maison de Joelle unearths discomfort, and Mardinian describes THINK ABOUT HOW MUCH the heavy burden of entrepreneurial risks. “People just see the glamour, but they don’t understand the sleepless nights, or MONEY IT SHOULD BE that, for example, for Maison de Joelle I had a partner at the MAKING, I JUST WANTED IT beginning, and then he wanted to exit,” she says. “I was going to the bank personally, begging for a loan, and I had to take two to TO BE THE BEST SALON IN buy him out. It had been four years before I made one dirham. I THE REGION.” was working so hard for something that wasn’t making me any money. That opened my mind to other celebrities who start a hired, which you shouldn’t do at the beginning, until you build business and don’t get past three months, because they don’t the name, and so on. It was a lesson about costs and overheads, want to work on something that isn’t lucrative or giving them and not only thinking about my vision of how the salon should cash, but for me, it has never been about that.” look like.” And so, she persevered. The salon rode out of the 2008 finan- Her next venture proved to be easier. Clinica Joelle is today cial storm quite successfully, and Mardinian recalls that the a cosmetic clinic with branches in Dubai and Abu Dhabi, and income incurred after it, in 2010 to be precise, was the highest franchise operations in six countries, including KSA, Jordan, the business has ever seen. However, Maison de Joelle also Oman, Kuwait, Egypt, and Bahrain. It came to life in 2013 due taught Mardinian a key lesson on entrepreneurship, which is to to Mardinian unintentionally finding herself at the cross of always have a cost-conscious approach when running a busi- the supply and demand curves of the region’s plastic surgery ness. “I remember that one of the very first steps, a very tough industry- her Just Joelle TV show grew her network among the step, that I had to make was being forced to sack seven staff in region’s best plastic surgeons, while Maison de Joelle attracted one day, so that I didn’t go bankrupt,” she says. “I had over- a steady stream of customers interested in those treatments. >>>

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“I thought that I should open a medical center, because One year later, in 2014, Mardinian was ready for her third I had the connections with the best in the industry, and, “WE ALL MUST BE lesson on starting up yet another successful business, and on the other hand, people trusted me enough to always WORKING ON SOMETHING it came in the form of Joelle Paris, a skincare and haircare ask for my advice,” Mardinian says. “To be honest, it brand with a wide range of products that are today available was easier for me to run Clinica Joelle than Maison ON THE SIDE, ON AN across the GCC region, as well as globally through an online de Joelle, because at a medical center, you are dealing ADDITIONAL THING, store. “After we launched Joelle Paris, the biggest mistake with doctors, very professional people, and there is a was that I gave it to one beauty chain, exclusively,” she different standard. However, there was a new lesson to EVEN IF IT IS SOMETHING says. “In my mind, I thought they would take Joelle Paris be learned, and that was how to deal with these doctors, SMALL, JUST TO HAVE to the moon because we gave them the exclusivity, but that and how to approach them when you wanted something SOMETHING MORE TO was when I witnessed that departments in other people’s to be changed. They have certain standards of how they businesses could be such failures. The staff really did not are used to being treated, and we have learned to handle RELY ON, AND THEN THE care. So, the biggest mistake was to trust that someone will that, successfully.” Hearing Mardinian speak of this, I NEXT AND THE NEXT AND represent you well, and I realized that I represent myself can’t help but feel that this was just another challenge much better than anyone else.” In addition to learning that that she had tackled and overcome saying, “End of story. THE NEXT. WE CAN ALL DO her marketing prowess was hard to find, Mardinian was Full stop.” SO MUCH.” reminded of the dangers of letting one’s talents slide. “When I see the potential that a person has and what they can achieve but they don’t use, it hurts me,” she explains. “In many cases, they have been given an opportunity that I have never been given. I’ve always had to go after what I want. I still go and pitch to everyone. I don’t have this, ‘Óh, I’m Joelle, if they want me, they should come to me’ attitude. No, it’s not like that at all. I still go after what I want.” Clinica Joelle I can believe this sentiment- the only moment I see Mardinian slouch throughout our conversation is a moment This mindset explains why reaching one entrepreneurial peak when she utters, “So, yes, I’ve learnt so much along the after another has never left her feeling drained, but determined way.” But then, in the split of a second, she starts talking to come back with renewed force, and that is not something about her latest project, EyeCandy, a line of colored lenses. of a novelty in her family, she says. “My father was never with “It was born during the lockdown, because I had not had fewer than three jobs,” Mardinian adds, before continuing with time for it before,” she says, energetically. “Three years ago, her advice for fellow entrepreneurs. “We all must be working on I realized the huge industry of contact lenses, but I wanted something on the side, on an additional thing, even if it is some- to do it right. I used to look at the branding of other brands thing small, just to have something more to rely on, and then the and wonder why they all were black. They should be colorful next and the next and the next. We can all do so much.” and beautiful. I also used to think that there were not many Our conversation turns to her family, and her three children, differences between the colors and shades of the lenses, and how after spending her early childhood in Beirut and her but I had already had three big businesses. Then, with the formative years in London, Dubai is where she has situated lockdown, all of my businesses were closed, so I finally had herself in the world. However, Mardinian starts explaining that, the time to work on it.” out of the three cities, she still cherishes the most her memories In being sold online, EyeCandy can survive any crisis, she of Lebanon, but its troubles over the past few years, especially says, and that opens space for my question on whether her with the 2020 Beirut blast, has left her feeling resentful about confidence as an entrepreneur was dented throughout the her nation. “I used to say that I don’t like Lebanon, but now I COVID-19 crisis. “The world is never going to go back to know that it has always been anger,” Mardinian says. “I’m angry what it used to be, so whatever business we were in, we at what politicians did to my country. I’ve always had to deal should not dwell on the past but create something new, with that pain and carry it in me and with me.” It was then, in something that will move with the times,” she responds. the midst of her describing her tense relationship with Lebanon “One big advice can be derived from the fact that I have -somewhere in between her saying, “They have robbed me of my never stopped at just the salons, and thank God I did country, they have failed me,” and her reiterating that her career not, because the salon business is really suffering, not “has never been about the money but about being successful”- just mine, and especially after this pandemic, as people that I realize how much this early wound has shaped Mardinian’s are choosing to look more natural. Plus because of social philosophy of life. It seems as if being successful is a patriotic media, everyone is learning, for example, how to do duty for Mardinian, to serve as proof that failure does have different hairstyles at home. So, fewer and fewer people an alternative. “I want to be a role model for those younger are going to salons to be beautified. Thank God I opened than me,” she says, and that’s perhaps the best note I could Clinic de Joelle, and so the most important thing is not to have wished for in terms of an end to my conversation with concentrate on just one thing.” Mardinian- as she’d probably say, “End of story. Full stop.”

44 / ENTREPRENEUR.COM / Executive Edition / SPRING 2021 SPRING 2021 / Executive Edition / ENTREPRENEUR.COM / 45 Lifestyle/Legends STRONGER TOGETHER | NAIM MAADAD, FOUNDER AND CEO, GATES HOSPITALITY

ith nearly 40 years of experience in the hospital- “THE NEW VISA RULES AND ity world across Australia, Asia, and the Middle East in various senior management roles, Naim REGULATIONS AND THE EXPO Maadad, founder and CEO of Gates Hospitality, is 2020 COMMENCING LATER THIS well worth listening to if you are seeking sound YEAR WILL CERTAINLY BRING AN Wadvice to make it through the ongoing difficult INFLUX OF A HIGHER CALIBRE period in the industry at large. In 2010, Maadad established Gates Hospitality, a UAE-head- DEMOGRAPHIC CLIENTS TO quartered hospitality company whose development of world- DUBAI IN THE TIMES AHEAD. SO, I class concepts that have an international presence has given its REMAIN VERY OPTIMISTIC.” founder a birds-eye view of the different approaches nations around the world have been undertaking to help their respective main fixed and cannot be halved,” he notes. It is thus with an business communities overcome challenges stemming from the aim to voice these concerns and serve the industry at large that COVID-19 crisis. “In some countries, we have seen an extremely Maadad has joined the Restaurants Business Group, a new non- whole-hearted support from the government authorities, with profit built under the Dubai Chamber of Commerce and Industry banks holding off on payments for licenses, mortgages, or any umbrella to support Dubai’s restaurant sector. “The whole idea changes in fees in order to help businesses survive the wave, and of the Dubai Restaurants Group (DRG) is to be a channel for any surf through with relatively less challenges,” he explains. “Ide- issues which face the sector,” he says. “It is a path-breaking ini- ally, what I would like to see is for financial institutions, banks, tiative, as it is formed under the auspices of the Dubai Chamber institutional providers, landlords, aggregators, and ministries of Commerce and Industry.” to chip in with their bit to make sure that the burden is shared When looking at things from the customer’s point of view, equally by all stakeholders, and that the plans are mitigated for Maadad believes that the coronavirus pandemic has not changed all sectors to unite and fight this challenge for sheer survival in behavioral patterns permanently, and that humankind will the long run.” bounce back to being social in the times ahead. “How quickly Zooming in onto Gates Hospitality -an umbrella group for some this happens is uncertain, and the longer it takes, the higher the of the GCC’s most popular hospitality ventures from Ultra Bras- probability of the delay in returning to norm,” he adds. “Faster serie, Bistro des Arts, Reform Social & Grill, Publique and Folly the vaccine implementation, the speedier will the return to nor- by Nick & Scott, to Six Senses Zighy Bay- Maadad is pleased malcy realization be. I would like to hugely commend the UAE that being agile during difficult times has served them well. “We government authorities and the medical professionals for their have associated our brand Folly by Nick & Scott to have our pres- determination in supporting the vaccination drive.” However, the ence through the WORKSHOP venue at the Time Out Market pandemic has certainly fast-forwarded the arrival of the delivery Dubai commencing soon at Souk Al Bahar in Downtown,” he model, Maadad adds. “People do not want to take the risk of says. “Gates Hospitality has also secured advisory management leaving the comforts of their homes if there is an opportunity, so roles in the Kingdom of Saudi Arabia, as well as Ethiopia for the convenience factor cannot be ignored,” he says. “Having said projects involving hotels, spas, and F&B venues, and we would this, I am personally worried at the damage that this model will be actively sharing our expertise in concept development, brand cause considering the high turnover, complete commercial focus, definition and operational launch. We would continue to realign and very limited integrity on the branding.” our current business plans, and keep on adapting to the changed Maadad, however, is doubling down on his brand. The Gates business environment under the pandemic restrictions. We Hospitality team recently developed the GatesWay app in an at- wholeheartedly support the authorities and their directives and tempt to build a closer relationship and inspire loyalty with the regulations, and truly understand the circumstances in which clientele they serve. “Each of our venues can now directly reach these are required.” their clients, so this is a way to thank them for their support,” he Maadad admits that the demographic profile in the industry says. “All the promotions, activations and collaborations directly has been changing for the last two years, but explains that the benefit the users. It is a value addition initiative. As soon as the pandemic has accelerated the change further in the last twelve members sign in, they automatically qualify to points, which are months. “This time around, the change has been across all indus- added and can be used at any of the venues within the group. try and not just restricted to food and beverage sector,” he says. What we aim to give is a total experience through the app, and “I foresee this trend continuing till the vaccination efforts bring not an address collection gimmick with pure commercial focus.” a curb to the spread and bring a conclusion to this rising medical This also signifies Maadad’s thought process when it comes to STRONGER/TOGETHER challenge. However, in the UAE, the new visa rules and regula- the future of his enterprise, given that he says Gates Hospitality tions and the Expo 2020 commencing later this year will cer- will be focusing on consolidation as an organization in the new tainly bring an influx of a higher calibre demographic clients to normal. “We are actively watching the market, and we are in dis- NAIM MAADAD Dubai in the times ahead. So, I remain very optimistic.” Having cussions with potential partners and hotel investors to explore said that, Maadad does point out that significant challenges re- different avenues to partner which would benefit both of us,” he The founder and CEO of Gates Hospitality is betting main for players in the UAE’s F&B sector. “The limit of 50% max says. “We are also looking closely at businesses that are available capacity per table, three meter distancing, bars closed, or 1:00am for takeovers to add on to our portfolio, so that a business can be on agility for his enterprise (and the hospitality sector) closing time for restaurants, and so on, are only some of the redefined and relaunched with our brand ethos as a new entity to recover from the impact of the COVID-19 crisis by TAMARA PUPIC measures placing a heavy commercial burden, while the costs re- model.”

46 / ENTREPRENEUR.COM / Executive Edition / SPRING 2021 SPRING 2021 / Executive Edition / ENTREPRENEUR.COM / 47 Lifestyle/Legends CRAFTING A LOCAL NARRATIVE | CHRISTOPH HOFFMANN, FOUNDER AND CEO, 25HOURS

ccor is placing its bets on the “We would lifestyle category over the next few years, with the number of its lifestyle hotel openings not have expected to triple by 2023. To top that, Accor’s lifestyle segment currently accounts Dubai without for roughly 5% of the group’s Crafting annual revenue, while repre- senting 25% of the company’s Accor.” development pipeline by value. A recently announced The relationship between Accor and 25hours has joint venture with Ennismore, expected to close in been fruitful from the start. Proof of its success a local Athe second quarter of 2021, will only add to Accor’s includes the Q4 2021 opening of the 25hours Hotel lifestyle muscle. Once complete, the deal will bring One Central in Dubai, which will mark the brand’s together a portfolio of lifestyle brands, including first opening outside of Europe. “I realized how fruit- The Hoxton, Gleneagles, Delano, SLS, Mondrian, ful this collaboration [with Accor] can be because SO/, Hyde, Mama Shelter, 25h, 21c Museum Hotels, we would not have Dubai without Accor,” Hoffmann narrative TRIBE, JO&JOE, and Working From_. says. “We have learned a lot from each other. I’m An important part of Accor’s lifestyle ambitions is self-confident enough to say that 25hours also made 25HOURS FOUNDER AND 25hours, which it owns a 50% stake in at the mo- Accor even more aware of how important the life- CEO CHRISTOPH HOFFMANN ment, and part of the Ennismore strategy is to even- style segment can be for their own company.” tually buy out the brand in its entirety. Under the While Accor did acquire other lifestyle-focused REVEALS DETAILS ABOUT HIS leadership of Ennismore’s co-CEOs Sharan Pasricha brands such as Mama Shelter and sbe, 25hours was ENTERPRISE’S UPCOMING and Gaurav Bhushan, each brand will retain its cul- one of the earlier investments into the segment, and DUBAI HOTEL, WHILE ALSO ture and purpose, supported by dedicated teams and Hoffmann remains cognizant of that. “Ennismore with the full support of their founder. In this case, and Accor will create one of the largest lifestyle plat- EXPLORING THE FUTURE OF that of Christoph Hoffmann, who is also the CEO of forms in the world, and we will play a not unimpor- THE BOHEMIAN BRAND 25hours. tant role in that,” he adds. “That makes me proud.”>>> by DEVINA DIVECHA

48 / ENTREPRENEUR.COM / Executive Edition / SPRING 2021 SPRING 2021 / Executive Edition / ENTREPRENEUR.COM / 49 Lifestyle/Legends CRAFTING A LOCAL NARRATIVE | CHRISTOPH HOFFMANN, FOUNDER AND CEO, 25HOURS

Currently, Hoffmann has a lot on his plate with openings, sign- The hotel, whose tagline says it will weave “the tales of nomadic A key feature of the property self.” That is, he says, the idea ings, and developments earmarked for 2021- all of which have peoples into a creative and contemporary narrative,” will offer will be the “co-lax” spaces, of a larger philosophy which IN FOCUS 25HOURS X ALL dealt with the challenges by the onset of the COVID-19 pandemic 434 rooms that are a nod to the local heritage and culture of the which will be the brand’s includes co-working. He high- In 2016, when Accor acquired the first 30% stake and subsequent lockdowns. A 25hours hotel in Florence, Italy UAE. The room types include Bedouin and Glamping, while the version of co-working- al- lights the importance of mak- in 25hours, the French hospitality giant had not yet is set to open in summer 2021, followed by the Dubai project in suite classifications are Farm Stay, Artist Village and Hakawati though Hoffmann mentions ing guests feel comfortable, pivoted to its new loyalty program, ALL. In 2020, the September. There are two hotels in the works for Copenhagen, Suite. The hotel will also serve up signature F&B outlets, includ- here that he is not a fan of and not press them to con- brand became an active member of ALL, and while with one set to open early 2022. Melbourne and Sydney will ing the well-known Monkey Bar, which first launched to much that word. “I prefer to look sume items in order to work Hoffmann says that it will take a while to fully analyze mark the brand’s Australian debut, and they will open approxi- acclaim in Berlin. at it from a different point of within the space. “Mobility the benefits, he does say that there have been mately in the next two years. He also reveals the brand is about view,” he explains. “I’ve previ- will play a vital role; so, to me, some visible positive effects. “We have noticed that to sign a hotel in Helsinki, Finland. ously mentioned the idea of co-working is one little part of we started to have a lot of users from ALL’s bonus Dubai has been on the cards for a few years, and it’s time for becoming ‘radical local,’ and the fact that we want to cre- “IT’S BY FAR THE program,” Hoffmann says. “It has opened up a new it to come to fruition. Hoffmann says that the project might be there is maybe no other hotel ate the living room of Dubai,” among the “most interesting” for 25hours now, because it will LARGEST 25HOURS within 25Hours like Dubai adds Hoffmann. target audience to us, especially in Germany where we be a learning experience with the new Ennismore lifestyle team that can play that role seam- Innovation and the entre- have a very high domestic market.” 25hours-hotels.com emerging from the wings. HOTEL [SO FAR]. I WAS lessly. Dubai is such a special preneurial spirit run deep He is all praise for the new property, which is located in place, and it is a market where through Hoffmann’s phi- Dubai’s One Central complex. “I was impressed by the sheer size; ALSO IMPRESSED WITH everybody who lives there is losophy and way of working. there is no such thing as the The Extra Hour Lab may have it’s by far the largest 25hours hotel [so far]. I was also impressed on a search to find the third It’s perhaps due to this that Extra Hour Lab anymore,” been the first step in some- with the quality of the hardware and the finishes,” he adds. THE QUALITY OF space… to find the living 25hours Hotels had launched Hoffmann reveals. “We’ve thing that will become a con- All seems well for the September 2021 opening, and Hoffmann room of Dubai, to find a place the Extra Hour Lab as a realized that our head of- cept organization.” stresses that all public spaces and F&B outlets will be open then, THE HARDWARE AND where you can hang around “multi-competence think- fice structure in Hamburg is Hoffman adds, “Innovation mentioning the desire to start “full force” ahead of Expo 2020 the whole day, where you can tank unit,” which worked as more or less the Extra Hour only works in our organiza- Dubai, which is due to launch in October. THE FINISHES.” work, communicate, network, a creative hub dealing with Lab, so the focus right now tion once we have a project in eat and drink, and enjoy your- what influences the guest ex- is to change our head office hand. Without having a prod- perience and the brand. From more and more into an entity uct, we would not be forced to design through to conceptual which focuses –especially now stay innovative.” It’s not pos- Monkey Bar “ENNISMORE AND ACCOR work, storytelling, and more, with the collaboration with sible, he points out, to just put WILL CREATE ONE OF the Extra Hour Lab was there Ennismore– on innovation, people in a room and tell them THE LARGEST LIFESTYLE to innovate- but this concept creation, concepting, on the to create something. “We tried PLATFORMS IN THE has gone through some chang- brand as such. We don’t see that,” he reveals honestly. WORLD, AND WE WILL es recently. ourselves in the future as an “But it’s really hard to create PLAY A NOT UNIMPORTANT “Due to the pandemic, we operational head office, but something out of nothing.” ROLE IN THAT,” HE ADDS. “THAT MAKES ME PROUD.” have changed a few things; more as a conceptional one. While it may be defunct now, the Extra Hour Lab is still the reason for a few features that will be seen Nomad Bar in the Dubai property, such as the MINI cinema in collaboration with Cinema Akil, and the design of the lobby ceiling that will be a design nod to the nomadic culture. All this circles back also to the brand’s ethos of catering to the local resident as much as, if not more than, the tourist. In fact, Hoffmann concedes that the brand is doubling down on its philosophy of being as local as possible. “The traveler who comes to our hotel in the future will appreciate the localness of our product,” he declares. “The public space is created to cater to the local market.”

50 / ENTREPRENEUR.COM / Executive Edition / SPRING 2021 SPRING 2021 / Executive Edition / ENTREPRENEUR.COM / 51 Lifestyle/Legends TOO GOOD TO LEAVE | FETTAH TAMINCE, FOUNDER AND CHAIRMAN, RIXOS

ou know Tamince says his family of guests perience wasn’t overshadowed by rules you’re doing includes members who have routinely and restrictions– an important balancing something been staying at Rixos properties for more act to strike in these days. “I made sure really right in than 20 years. “We have one million my team understood that the guests are the hospitality guests who spend their holidays [with coming to us after a very tough time,” he business when us] and are very loyal to us,” he says. explains. “It’s likely the first time they’re TOO a customer “But trust and loyalty is so important traveling [since the pandemic], so while checks in and now, much more than before. You have we do have restrictions and procedures doesn’t leave to be on top of your business. It’s very to follow, we also need to make sure they throughout competitive, because we are in markets don’t feel overwhelmed. We need to give the year of the worst pandemic in where the growth of supply is double them the full Rixos atmosphere and ex- GOOD modern history. digit. You have to be innovative on perience, so they forget about what they EvenY as the COVID-19 crisis crippled your product and concept, and build- went through over the last 10 months.” the global hospitality industry, leav- ing a community. You can’t just fight on Part of creating that experience has ing millions of hotel rooms empty and price.” involved enhancing the brand’s all-inclu- causing many hotels to temporarily halt sive concept. “All inclusive doesn’t mean operations, had some of its just free drinks and food,” Tamince says. TO properties busy and running throughout “TRUST AND LOYALTY IS SO “We provide the best experiences when the outbreak, despite travel restrictions it comes to entertainment, sports, and and country-wide lockdowns. “We had IMPORTANT NOW, MUCH activities for kids– and this has been our many guests who just didn’t want to MORE THAN BEFORE. YOU biggest advantage.” Indeed, guests across leave,” says Fettah Tamince, founder and HAVE TO BE ON TOP OF Rixos properties have been welcomed Chairman of Rixos Hotels, part of the YOUR BUSINESS. IT’S VERY back with meaningful entertainment LEAVE Accor portfolio. “Why would they? They COMPETITIVE, BECAUSE lineups especially for children including RIXOS FOUNDER AND are safe [in the hotel]... their hometown WE ARE IN MARKETS edutainment programs, new food and CHAIRMAN FETTAH TAMINCE is not safer than what we offer, [so] they WHERE THE GROWTH OF beverage concepts with a health-orient- EXPLAINS WHY GUESTS made us their home. We have a guest SUPPLY IS DOUBLE DIGIT.” ed focus, as well as a long list of health, who checked in last February, and hasn’t wellness and sports activities. WANTED TO STAY AT HIS left since.” The brand has also partnered with HOTELS- EVEN IN THE MIDDLE Now, of course, his customers come ballet and dance schools, football acad- from means that make it possible to And within the community, Tamince emies, yoga centres, culinary institutes OF A PANDEMIC foot a year-long hotel bill, but Tamince says his guests have been reaching out and more to develop its programming for BY MEGHA MERANI points out that the fact that they choose to him directly with their concerns and both adults and children. “I have four to stay with Rixos over anywhere else is seeking reassurance before they travel. “I kids, and I know when you go on vaca- because of their loyalty and trust in the have been personally approached by a lot tion, you don’t want your kids to waste brand. Because at its heart, Rixos em- of guests through my Instagram and my their time,” Tamince says. “You want bodies the traditional values that anyone email,” he says. “They ask about our pro- them to learn something to improve who has been to Turkey will instantly cedures, and whether the hotel is safe. their skills but at the same time to also recognize: hospitality that is personal They want to know if it’s safe to bring have fun.” and deeply genuine. their kids. They ask if I’m traveling with Fun for the entire family was also the “I don’t call them [guests] customers,” my kids to those properties. I had a lot intention behind’s Rixos’ theme park, Tamince explains. “We are a family... But of questions that I personally answered The Land of Legends. The biggest leisure then imagine you are in a family where to assure them that we had everything in and entertainment park in Turkey –a you are sure your chef is on top of his place, and that we will be very careful to joint venture by Rixos Hotels, Emaar job in terms of your safety, the engineer look after them and their loved ones.” Properties PJSC and Dragone Produc- is making sure you have fresh air, your As part of COVID-19 safety precau- tions– opened in Belek, Antalya, in 2016, gardener is doing the best work, security tions, Rixos put an in-house healthcare and Tamince now has plans to develop is making sure no one bothers you, and system in place, and it also introduced more worldwide. The Land of Legends’ doctors are making sure your health is its own comprehensive and stringent original and purpose created concepts, okay and monitoring that everything pre-screening procedures for all visitors. themes, designs, and characters are the around you is done in a very careful At the same time, Tamince says he was work of renowned entertainment mas- way... that’s called service!” concerned about ensuring the Rixos ex- termind, Franco Dragone. >>> IMAGES COURTESY RIXOS COURTESY IMAGES

52 / ENTREPRENEUR.COM / Executive Edition / SPRING 2021 SPRING 2021 / Executive Edition / ENTREPRENEUR.COM / 53 Lifestyle/Legends TOO GOOD TO LEAVE | FETTAH TAMINCE, FOUNDER AND CHAIRMAN, RIXOS

“With The Land of Legends, I believe I am introducing something of, or close, to their indoor spaces. “You can have the best room, “Dubai, I believe, is one of the safest cit- Dubai did [anything] wrong,” he insists. day, I woke up all my team, and I told new to the world,” Tamince says. While he declined to divulge but [after the pandemic], people want to see a garden and trees, ies in the world,” he says. “We are oper- “They managed everything very well from them let’s not waste time,” he says. whether plans for a park in the UAE are in the works, Tamince be able to walk on grass, hear the sound of birds, dine or drink ating in many countries... and Dubai has day one, and are monitoring things very “Let’s not worry about what’s going to confirmed that a Middle East location is definitely on the cards. outside, have space to play sports, and definitely have better done very well not just in terms of busi- well. As operators, we are witnessing this happen to us, and what’s going to happen “There is no one where we are copying or going after,” he adds, activities for their kids,” Tamince declares. “How I describe my ness, but also with all the precautions everyday.” to the world. Let’s look at this time in when asked if his concept is similar to Disney’s hotel and theme my concept is that ‘I have all experiences outside, with some and procedures they have introduced, Looking back at the outbreak of the cor- a different way. What can we do during park packages. rooms.’” the [rollout] of the vaccines... That’s onavirus pandemic, Tamince remembers lockdown?” Looking ahead to a future after the pandemic, Tamince says he Tamince’s approach definitely appears to have paid off so far. why Dubai is going to benefit.” Tamince that during the first weeks of lockdown, The first thing to do, he told his team, believes hotels will need to focus much more on creating new He says Rixos is perhaps one of the handful of hotel groups in the also shot down global media commentary his initial reaction was one of shock. was for each of them to choose how experiences, proximity to nature, and outdoor activities. “I think world that closed the year with a profit, albeit generating only that blamed large volumes of tourists for “I talked to all my senior management, they wanted to improve themselves. “I we are going to witness longer stays with a lot of visitors, and a third of its annual revenue. In Dubai, he notes that business a spike in virus infections in the UAE, and told them that we are going to face told them, for example, if you speak one we have to be prepared with more options,” he says, adding that has been “very good” since December last year, attributing the and criticized the Emirate for open- a tough time, and we should be prepared language learn a second,” he says. “If you guests will now want to experience more of the outdoors, as part pickup to the government’s exemplary handling of the pandemic. ing borders too quickly. “I don’t think for the worst,” he recalls. “And we did cook 10 recipes, learn an eleventh. If you prepare ourselves for the absolute worst, are growing five vegetables or trees or but thankfully we didn’t get to that.” flowers in the hotel gardens or your own, But seeing the empty lobbies and rooms plan another two. I called my spa team around the world was very sad- and it and told them to find the best new music wasn’t just financially disappointing, he for their spas, find the best new oils, look adds. “Everyone was worried about their at new therapies and training that they “YOU CAN HAVE THE BEST health, and the health of their loved ones, never had a chance to when they were ROOM, BUT [AFTER THE about work, about the future. It was not busy... And we also decided to do some an easy time.” very quick renovations that we never PANDEMIC], PEOPLE And being a leader came with a lot of found the chance to do, because we used WANT TO SEE A GARDEN sleepless nights, Tamince admits. “You to run at 90% to 95% occupancy.” AND TREES, BE ABLE TO think of the worst cases,” he shares. One of Tamince’s most cutting pieces WALK ON GRASS, HEAR “You worry about your staff members of advice to his team, however, was to getting infected, about your family and tell them to “stop making Netflix richer.” THE SOUND OF BIRDS, DINE theirs... You think about food supply, you “People had started to say they slept at OR DRINK OUTSIDE, HAVE think about access to healthcare, you six in the morning,” he says, exasperat- SPACE TO PLAY SPORTS, AND think about security... There are so many edly. “Why? Because they watched five things you think before your business, movies, one after another.” So, what did DEFINITELY HAVE BETTER your revenue or your hotels that leave Tamince do? “I told them it’s not going to ACTIVITIES FOR THEIR KIDS.” you sleepless.” help them, and to use this time to come But then, one night about two weeks out like athletes who have trained for a into the lockdown, Tamince decided to big run- and that’s what’s happened,” he switch back to action mode. “The next declares, proudly.

Rixos Flüela Davos - Royal Suit Bedroom

Rixos Beldibi

54 / ENTREPRENEUR.COM / Executive Edition / SPRING 2021 SPRING 2021 / Executive Edition / ENTREPRENEUR.COM / 55 Lifestyle/Legends REINVENTING THE ART OF HOSPITALITY | PARIS SOCIETY GROUP

“The second is TABLES, our excep- tional restaurants where nothing is left to chance,” he continues. “We make each restaurant a place to live, by offering a private atmosphere, a perfect service and an amazing cuisine that can be found no- where else- think Monsieur Bleu, Girafe, Apicius, Mun. Finally, we have PLACES, which is a unique portfolio of event ven- ues. It is a catalog of iconic and exclusive venues, from breathtaking rooftops to Le Château de Longchamp in the Bois de Boulogne, from emblematic clubs to exceptional spaces hidden within Parisian museums.” All of what Paris Society offers can be drawn down to a singular theme, Pacault adds. “We are the pioneers of the French lifestyle,” he explains. “Hospitality is the value that best sums up our DNA: a blend of generosity, kindness, and cordiality in the way we welcome and treat our guests. The Group is driven by this ambition, to reinvent the art of hospitality. We are passionate and surrounded by the most REINVENTING motivated individuals; our collaborators are the best in their field, visionaries that “WE ARE are daring and engaged. From our chefs to THE ART OF our managers, we all share one ambition: THE to offer the best... Surprising locations, breathtaking views, hidden treasures; we PIONEERS select them always with the will to create HOSPITALITY unique experiences for our clients.” Paris Society currently operates in OF THE PARIS France, particularly in Paris, but also in FRENCH The French hospitality player Saint-Tropez and Marseille, with Pacault SOCIETY adding that openings are also being is now setting its sights planned in Megève, Courchevel and Val LIFESTYLE.” d’Isère. In terms of its presence outside of Sebastien Pacault, CEO, Paris Society Group GROUP on the Middle East by TAMARA PUPIC France, Paris Society has opened its first restaurant in London called Louie, while its Raspoutine club now has outposts in Marrakech, Rome, and Los Angeles- ith its offerings in the events, restau- them,” he explains. “They have the containers, and we have the Pacault reveals here that it will soon be rants, and festive activity sectors, the content. We are constantly looking for new venues, and Accor is opening up a location in Miami as well. Paris Society Group has been long already present all over the world, so this support has allowed us “We don’t follow the trend, we create it,” known as one of the key players in to enter a new phase in our evolution with development abroad, Pacault declares. “Every day, we try to France’s hospitality sector, and now, the notably in Dubai and London.” bring a new vision of the hospitality sec- brand’s signature style of entertainment Founded in 2008 by French entrepreneur Laurent de Gourcuff, tor by creating new experiences.” is being brought to the Middle East. Paris Society has become a leading name in the events, hospital- That said, Pacault admits that Paris “Paris Society has targeted Dubai as a priority destination for ity, and entertainment domains in France, with Pacault reveal- Society’s ambitions have faced significant he says. “Our opening plans are still on ference that is going to keep it a thriving Wits development abroad,” says CEO Sebastien Pacault. “We have ing that it has a turnover of over EUR150 million and more than hurdles owing to the ongoing COVID-19 track, as is our development in France business in the long run. “Our success is already started working on the export of our strongest brands in 1,200 employees prior to the ongoing COVID-19 crisis. “The Paris crisis. The coronavirus pandemic did and abroad; our teams remain involved. based on the experience we provide to our the coming months.” Society Group is developed around three pillars,” Pacault says. cause the closure of Paris Society’s es- After this crisis, people will want to get customers,” he concludes. “We are crea- The expansion of the Paris Society Group into the Middle East “The first is CLUBS, the heart and soul of Parisian nightlife with tablishments, but Pacault notes that this together and celebrate life, and this is tive, and we must stay creative to remain is the result of its alliance with another leader in the hospitality emblematic establishments like Raspoutine and Chez Castel. unprecedented situation has allowed him exactly what we will give to them.” a trendsetter. Our goal is to promote the sector: Accor. According to Pacault, the partnership has proved to These include clubs with strong identities, driven by a real and his team to refine their development According to Pacault, it is Paris Soci- French art of hospitality that we embody, be a real springboard for his company’s growth and development. artistic direction, but also, open-air concert venues such as La strategy as well. “We remain optimistic, ety’s desire to develop some of its finest and make Paris Society a global hospital-

“Accor has many venues, and we have concepts to integrate into Clairière and Bagatelle, in the heart of the Bois de Boulogne.” SOCIETY GROUP PARIS COURTESY IMAGES and we are getting ready for the recovery,” brands in the cities that are making a dif- ity leader.”

56 / ENTREPRENEUR.COM / Executive Edition / SPRING 2021 SPRING 2021 / Executive Edition / ENTREPRENEUR.COM / 57 Lifestyle/Legends A FAMILY AFFAIR | MAMA SHELTER

Opposite page, left to right: Benjamin, Serge and Jérémie Trigano, co-founders, Mama Shelter

A FAMILY AFFAIR/ MAMA SHELTER The Paris-born, family-run brand is all set to bring its unique offering to the Middle East’s hospitality landscapeBY PAMELLA DE LEON

FOUNDED IN 2008 in Paris, Mama Shelter set out to “We are deeply create hotel destinations around a very particular phi- losophy: to build establishments in locations that tell a distinctive story to the world. This mission has resulted rooted in the in what is today a brand boasting of 1,672 rooms, 13 res- taurants, six rooftops, three co-working spaces, and over local community, 1,100 employees in 13 cities and seven countries. With its outposts now in Paris, Marseille, Lyon, Bordeaux, Los An- offering travelers geles, Rio de Janeiro, Belgrade, Prague, Toulouse, London, Lille, and Luxembourg, Mama Shelter has been clearly finding favor for its offering. Explaining the brand’s allure, the opportunity Mama Shelter co-founder and Director General Jérémie Trigano says, “Mama Shelter is a place where you can to mingle with the revel in new encounters, a real urban hideaway- which is not only full of life, but [is also] modern, warm, and sexy. locals. You can curl up on our sofas and enjoy sharing our gener- ” ous dishes, sip our delicious homemade cocktails, while pick Mama choose us because we offer a journey within listening to a live concert, or simply relax and sleep like a journey,” Trigano says. “Unlike other so-called lifestyle a baby after watching a free blockbuster movie in your hotels, Mama is popular and for everyone.” room... Mama takes care of everything!” As an enterprise that transforms real estate assets into Behind the Mama Shelter brand is a family whose what Trigano calls “magical hospitality destinations” that expertise in the hospitality sector spans generations. “It fit the expectations of today’s urban business and leisure is a family affair, and I guess, hospitality runs through my travelers, Mama Shelter has managed to create a diverse veins and my genes,” Trigano says, and yes, he does have following from around the world. “We like to say we are the evidence to back that assertion up. Kicking off his a crossroads for people of all ages, countries, cultures, family’s interests in this sector was his great grandfather, creativities, and ethnic backgrounds,” Trigano says. Raymond Trigano, who, in the 1940s, launched a company “Thanks to our destination restaurants and our artistic specializing in the distribution of camping and sports programs, we are deeply rooted in the local community, equipment. His grandfather, Gilbert Trigano, co-founded offering travelers the opportunity to mingle with the Club Méditerranée with Gerard Blitz in the 1950s, which locals.” According to Trigano, Mama Shelter was one grew to become a renowned international travel and of the first lifestyle brands in Europe to create such an tourism operator specializing in all-inclusive holidays. offering for travelers, and this has certainly worked out Finally, his father, Serge Trigano, and his brother, to its favor. “The success of Mama has been the fruit of Benjamin Trigano, are his co-founders for Mama Shelter- the labors of a tribe of founders and of amazing men and so, this is clearly a business that’s definitely got a close- women -architects, designers, artists, chefs, [and] staff- knit family at the heart of it, and it does seem like guests who joined us since the first opening in 2008: the Mama are very receptive to its particular ethos. “Guests who Gang!” >>> IMAGES COURTESY MAMA SHELTER COURTESY IMAGES

58 / ENTREPRENEUR.COM / Executive Edition / SPRING 2021 SPRING 2021 / Executive Edition / ENTREPRENEUR.COM / 59 Lifestyle/Legends

In 2014, global hotel operator Accor Hotels acquired a 35% closed due to governmental guidelines, the Mama Shelter team stake in the company, signaling the start of an era of accelerated remain thankful for the support of their partners. “We will sur- growth for the brand. “Like everything at Mama, the relation- vive this difficult period, and we’ll probably come out stronger, ship started with an interaction,” Trigano says, as he recalls how as we have been taking this time to improve our offering. We are his father, brother, and himself met Accor Chairman and CEO convinced our guests will, more than ever, want to gather in des- Sebastien Bazin in 2014. “Sebastien knew there were no lifestyle tinations like Mama once we can reopen fully.” As such, Trigano brands in Accor’s portfolio, and that the lifestyle segment was remains bullish about Mama Shelter’s future. “Mama Shelter has growing.” Though the Trigano family were initially hesitant of a bright path in front of it,” he says. “We have 13 hotels operat- being part of a major hotel group, they also knew they needed ing, nine in the works, and 10 under negotiations. My dream as the help of an industrial partner to grow. But after meeting Bazin an entrepreneur is to see Mama continue to grow and lead in the “over a delicious bowl of pasta cooked by my mom,” the family midscale lifestyle market, and enter the luxury and economic grew to be more confident about the proposed partnership: “We market successfully as well.” loved the man and his vision!” With a robust partner now onboard, Mama Shelter has been eyeing up further development, and the Middle East is figuring IN FOCUS heavily in its plans for the future. Trigano says that his enter- MAMA SHELTER CO-FOUNDER JÉRÉMIE TRIGANO’S prise currently has nine hotels in the pipeline, including two in TIPS FOR HOSPITALITY BUSINESSES the Middle East, namely in Dubai and Bahrain. “Branching out in the Middle East was obvious and strategically needed for the 1. Keep a tab on your team “Trust does not exclude control. It is global buildup of the brand, but also because of the absence of always good to check your team’s work, and combine macro- similar concepts in the region,” he says. “This part of the world is management with micro-management.” one of our key pillars for the years to come, and we truly believe that our lifestyle offering will be a perfect match to the region’s 2. The devil is in the detail “Pay attention to detail. Our job is to expectations. Nothing comparable to Mama exists for now, and make sure everyone is happy, and that everything is perfect.” we want to be the first [one] to tap into the lifestyle segment there.” 3. Hard work gets it done “Work hard; this industry is 24/7. Adapt Much like every other entity within the hospitality space, yourself [as] competition is fierce, and tastes are changing daily; Mama Shelter has also been negatively affected by the coronavi- you need to be creative and bold to keep up with the pace.” rus pandemic that struck in 2020. “This crisis has probably hit us harder, as the foundation of our concept is based on human 4. Trust your gut “Follow your instincts. Too many decision-makers interaction,” says Trigano. Though many of its properties are still can lead to the wrong decision, so if your gut tells you to do it, do it.”

60 / ENTREPRENEUR.COM / Executive Edition / SPRING 2021 Lifestyle/Legends A SINGULAR VISION | ALAN FAENA, FOUNDER AND PRESIDENT, FAENA GROUP

“THE SUCCESS OF MAMA HAS BEEN THE FRUIT OF THE LABORS OF A TRIBE OF FOUNDERS AND OF AMAZING MEN AND WOMEN -ARCHITECTS, DESIGNERS, ARTISTS, CHEFS, [AND] STAFF- WHO JOINED US SINCE THE FIRST OPENING IN 2008: THE MAMA GANG!”

A singular Faena’s small but powerful foothold as a global leader in luxury lifestyle is well established. Condé Nast Traveler’s “IT HAS ALWAYS BEEN OUR DREAM Faena Group founder and President 2020 Readers Choice Awards named Faena District Miami TO SHARE THE FAENA ETHOS AND Alan Faena is bringing his brand’s artistic Beach the #1 hotel in Miami and #2 hotel in the wider vision United States, and the twelfth highest ranked property in ARTISTIC VISION AROUND THE GLOBE, voice to the Middle East by MEGHA MERANI the world, while Faena Buenos Aires was listed among the top 20 best hotels in South America. AND WITH ACCOR, WE ARE TURNING As a part of the new venture, Accor, the largest hospitality THIS DREAM INTO REALITY.” company in Europe and the sixth-largest worldwide with nearly 5,000 hotels across 110 countries, will now manage he phrase “unperturbed hotelier” Aires, has signed a partnership with international hospital- the brand’s bestselling properties. Faena will work in part- The multi-award-winning Faena Districts are interna- may sound like an oxymoron in ity conglomerate Accor to grow his brand– from two resorts, nership with Accor to break new ground, developing Faena tionally renowned for shifting the gravitational center of the midst of an ongoing global to around a dozen worldwide, including in Dubai where he’s Districts in select destinations, a move that is expected to cities, expanding their social footprint and becoming new pandemic, but it perfectly fits the currently planning his largest and most ambitious luxury become a catalyst for exponential growth owing to the art- cultural epicenters. The concept is renowned, for example, description of Alan Faena. That’s development. ist’s deeply personal and distinctive avant-garde approach. for transforming Miami’s mid-beach neighborhood’s faded because, even as the global hotel “This partnership goes beyond the pandemic,” says Faena, The Districts, a real-estate concept that he first originated hotels and condominiums into a thriving cultural hub. The industry has experienced its most the visionary fashion designer-turned-property developer in Buenos Aires and later imported to Miami, are one-of-a- multi-award-winning US$1.2 billion six-block district is devastating year in history, his lat- and founder of the Faena Group. “I began talking to Accor kind holistic environments anchored in inspiring cultural anchored by the 169-room Faena Hotel. The property’s Art est deal is a dream come true. a year before the pandemic began, and I found the perfect experiences, which integrate luxury residences and hotels, Deco theatrical aesthetic in high Gatsby style was conceived The Argentine entrepreneur, partner to expand worldwide. It has always been our dream celebrated epicurean concepts, original experiential retail, by Oscar-nominated filmmaker Baz Luhrmann and his wife famous for his pioneering hotel to share the Faena ethos and artistic vision around the globe, wellness and healing, soulful entertainment and cutting- Catherine Martin, an Academy Award-winning costumer

projects in Miami and Buenos and with Accor, we are turning this dream into reality.” GROUP FAENA COURTESY IMAGES edge interdisciplinary art. designer. >>>

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“WE PLAN TO CONTINUE RETHINKING Faena’s hotels boast frills like a butler service for every guest, and various other innovative experiences to satisfy the lav- HOSPITALITY LIFESTYLE AND SHAPING THE PATH ish travel expectations of the affluent, crafted in collaboration FOR GROUNDBREAKING CONCEPTS, SETTING with a collection of artists, designers and architects including NEW INDUSTRY STANDARDS IN THE CREATION the likes of Philippe Starck, Rem Koolhaas, Norman Foster and OF INIMITABLE ENVIRONMENTS ROOTED IN Damian Hirst. CULTURE, POSITIVELY TRANSFORMING CITIES.” With experience across a wide range of industries including hospitality, entertainment, art, fashion and real estate, Faena says he looks at each development as a unique combination With hotels now scrambling to adapt or rework existing projects of art, lifestyle, technology, service, nature and sustainability. to evolve with the realities of the public health crisis, Faena’s “Dubai is a unique place, with similarities to Miami, with the timeline holds the advantage of building with an eye on the atmosphere, the weather, business and culture,” Faena says. future of tourism. Its Dubai development, co-financed with “I believe Dubai is a city that has been evolving and transform- Accor and set to be bigger than its landmark Miami location, is ing for the last decade, and I am interested to bring the Faena Clockwise from top left: expected to open doors in 2023. “As Faena expands, we plan to way of doing things to such a vibrant city that continues to Alexandre Arrechea and Alan Faena “DUBAI IS A UNIQUE PLACE, continue rethinking hospitality lifestyle and shaping the path for change and evolve.” Photo by Oriol Tarridas for Faena Art groundbreaking concepts, setting new industry standards in the At this point, it’s worth noting that the Gulf region’s hospital- WITH SIMILARITIES TO MIAMI, creation of inimitable environments rooted in culture, positively ity sector is heavily dominated by luxury, and Dubai has spent a Faena Miami Beach transforming cities, shifting old paradigms and becoming new greater part of the past decade promoting itself as a top luxury Photo by Todd Eberle WITH THE ATMOSPHERE, THE international cultural epicenters,” the founder adds. destination. But when asked if this would affect his brand’s Faena Forum, designed by Rem Koolhaas and With the city’s penchant and reputation for all things luxuri- standing in the market here, Faena was quick to dismiss that no- the OMA team, led by Shohei Shigematsu WEATHER, BUSINESS AND ous, it’s no surprise that Dubai is top on the list for Faena’s next tion. “We do not compare ourselves with others in hospitality,” project. Frequented by celebrities like Beyoncé and Rihanna, he declares. “We are unique, and we have our own voice.” CULTURE.”

64 / ENTREPRENEUR.COM / Executive Edition / SPRING 2021 Lifestyle/Legends THE X FACTOR | OMAR JACKSON

partner at a global private eq- uity firm. A professional racing driver. A founder and creator of a lifestyle app. It is possible that each of these A descriptions render images of THE X FACTOR three distinctly different individuals. For Omar Jackson, however, wearing all three WITH HIS NEW APP, X BY OJ LIFESTYLE, hats at the same time seems to be a seam- OMAR JACKSON IS GETTING READY TO less process. Private equity firm Berkeley Assets, SHAKE UP THE WORLD OF EXPERIENCES headquartered in the British Virgin Islands, BY AALIA MEHREEN AHMED is a multi-asset company with a diversi- fied portfolio of investments across several sectors for well over a decade now. One of the five key people in the firm’s global leadership team is Jackson, who has been designated as a partner responsible for developing Berkeley Assets’s global growth strategies for both existing and new mar- kets. While this corporate role can be consid- ered as the Dubai-based British national’s day job, Jackson is also the founder of his eponymous lifestyle brand, OJ Lifestyle. Billed as “a disruptive force of passion and drive, designed to energize, thrill, and inspire,” it primarily aims to bring exciting offers from a plethora of lifestyle brands across the UAE to one accessible platform. In a nutshell, the platform aims to cater to X by OJ Lifestyle three main verticals: experiences, fashion, and social sustainability. At face value, OJ Lifestyle may initially “You don’t get experiences by come across as yet another lifestyle-influ- sitting down on your sofa at encing brand, but look a little closer, and home- you get them by living one will find the platform’s essence to be and breathing, by being out based off Jackson’s life experiences and and about. So, I want to drive lessons, which includes his humble begin- people, utilizing technology nings in life, having been raised by a single and digital advances, towards mother. In fact, it seems like Jackson has an app called X.” incorporated the biggest turning points of his life into creating the brand. “I think I naturally had a fire in my belly, and a desire listen to what Jackson believes is an ideal to have lots of things that I didn’t have lifestyle- his personal viewpoint is largely growing up,” he says. “My mum worked the by-product of surviving a potentially very, very hard with the main priority of life-ending allergy attack when he was 18. providing food and shelter, and to give “When I survived that, which I am thankful my brother and me the best education for, it gave me a different perspective on she could. Witnessing what my mum did life- anything can happen any day, you have every day has a big part to play in who I’ve to live life to the fullest, and you have to do become today.” what you love to do,” Jackson says. “Which In an era when our social media timelines means living a lifestyle that means some- are increasingly inundated with influencers thing to you as a person, because every and lifestyle gurus who flaunt the concept person is different. Living a life that grants

IMAGES COURTESY OJ LIFESTYLE OJ COURTESY IMAGES of a picture-perfect life, it is refreshing to you the satisfaction that you want.” >>>

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The mentoring Jackson alludes to here were no longer viable, and Jackson and why there is that loyalty within our is that which he received from two indi- his team took the hit just like most busi- walls- it’s a family life environment that viduals he met when he was a teenager: nesses across the globe. doesn’t exist in many other scenarios, Ash Shah and Mike Clark. Interestingly In fact, the firm was prepared to launch and I think that is what kept us together. enough, all these years later, Shah and a gym called The BOX by OJ Lifestyle, It resulted in the end-of-year business Clark are now his fellow partners at powered by Amir Khan in November turnover figures matching the same re- Berkeley Assets. “I was fortunate enough 2020. But with the onset of the pan- sults as the start of the year. In fact, the to have a couple of important mentors demic, that was moved to a tentative first quarter of 2021 have been our best in my life, and both of those mentors are May 2021 launch date. However, Jackson months ever.” now my mentors at Berkeley Assets,” says has taken this setback in his stride, not- 2021 undoubtedly comes along with its Jackson. “I know the difference they made ing how part of OJ Lifestyle’s ethos is to own share of challenges and opportuni- to me, and the guidance they gave me. If also showcase the downsides of running ties for Jackson, but he remains upbeat it weren’t for other people, I potentially a business, not just the ups. “Too many and optimistic for what is to come. “We may not be where I am today. So, I strive businesses set up, and you only hear have multiple activations opening very to always make a difference where I can. If about them when they’re successful, soon, and the first one that I can mention my instinct tells me I should do some- but you don’t hear about the struggles is The Box by OJ Lifestyle, powered by thing, then I’ll do it.” or hurdles they’ve had to face,” explains Amir Khan, opening next to the Coca This observation very neatly loops right Jackson. “OJ Lifestyle is not about that. Cola Arena. There are some very exciting back into why OJ Lifestyle was started in We’re about showing the trials and partnerships that are due to be an- the first place. “The number one priority tribulations, the challenges, and how nounced imminently and in the future. I in life are experiences- that is the focus of we’re going through it. That’s okay, it’s guess it’s the old clichéd saying of ‘watch OJ Lifestyle,” states Jackson. “You don’t life! Sometimes it is out of your control, this space,’ because it is a space to be get experiences by sitting down on your and it’s all about how you handle the watched, and we’re not short of anything, “I race professionally against Ferraris on international sofa at home- you get them by living and setbacks as a team.” and have an action-packed schedule of Formula One circuits where you’re one mistake away from breathing, by being out and about. So, I During such times of uncertainty, it is launches, announcements, activities, want to drive people, utilizing technol- perhaps quite rare to witness such clarity activations, events- we’re just waiting for a potentially fatal accident. Your head has to be in the right ogy and digital advances, towards an app of thought and calmness, and Jackson the doors of the world to open before we space because it requires attention to detail and focus called X.” Jackson explains that the X app attributes having these traits to his ex- really kick into gear!” like nothing else. All of these things I apply to various parts helps users navigate their way through perience as a professional racing driver. X by OJ Lifestyle of my life, so if a hurdle hits me in business, I’m able to stay enticing offers from lifestyle brands in “With racing, it’s discipline, focus, stay- very calm under pressure.” and around the UAE. Ranging from luxury ing calm under pressure, and the ability experiences to daily necessities, the app to deal with circumstances that you is designed to help members redeem cannot plan for,” he elaborates. “All these This focus on individuality and per- group of children. When I visited Sri offers from lifestyle outlets such as res- things have had a massive contribution sonal preference is thus a key aspect of Lanka on a personal holiday, I was able to taurants, beach clubs, beauty salons, and to who I am. I race professionally against Jackson’s approach to build his lifestyle renovate a local orphanage where children other high-end experiences. This, in turn, Ferraris on international Formula One brand. But there is another more note- lived and were educated, and we also leads to the accrual of “X points” in a circuits where you’re one mistake away worthy aspect to the firm’s offerings- that supported them through the COVID-19 given member’s personal membership ac- from a potentially fatal accident. Your of social responsibility, and the concept of crisis in 2020. We were able to send two count, which can be further used to avail head has to be in the right space because “giving back.” With a focus on entrepre- months worth of food, supplies, sanitizing any of OJ Lifestyle’s many events around it requires attention to detail and focus neurial ventures as well as community equipment to support over a 100 kids and the country, including live events. like nothing else. All of these things I projects in areas of the world that require 20 adults who were their minders and Available for free download from both apply to various parts of my life, so if a sustainable assistance, the origins of this teachers.” iOS and Android platforms, the mem- hurdle hits me in business, I’m able to facet of the business can again directly be As Jackson narrates the social causes bership costs AED699 for a period of 12 stay very calm under pressure.” correlated to Jackson’s life. “Giving back he’s worked on, he continues to reiter- months. Perhaps unsurprisingly, the con- If there is anything that best reflects was never a strategy of mine,” he says. ate multiple times that none of these cept of social sustainability has been in- the results of Jackson’s cool-headed “It’s just that I was brought up in a way were done based on a calculated strategy. corporated into the X app as well. By part- approach, it is his decision-making at where I was told that there are always “We’ve also fed over 10,000 workers at a nering with UAE-based non-profit charity Berkeley Assets through the pandemic people worse off than you, and that eve- labor district called Sonapur in 2019 dur- Gulf For Good, which was founded under last year- the most notable of which was ryone deserves equal opportunities. So, ing Ramadan with the very kind support the patronage of H.H. Sheikh Ahmed the decision to not lay off any of his em- I don’t really work with charities in that from Dubai Police,” he continues. “That Bin Saeed Al Maktoum, the app aims to ployees in any of the firm’s three offices. regard, I take a more personal way.” was planned in four days, in a spur of the help children affected by COVID-19 by “On reflection, I made the right call, The results of OJ Lifestyle’s social moment. I go with my gut instinct with donating a small part of each sign-up to because we kept a team that was very sustainability endeavors, so far, have been such initiatives. It’s all because of how I the cause. The prime focus, however, has close knit, and whilst they saw much of heartening. “I know we could change a lot was brought up, the mentoring and as- been to encourage having more real-life, the world crumbling around them, they of lives for the better by helping in build- sistance that I received once upon a time. visceral experiences. But the idea of expe- felt a sense of comfort that they were ing a school in a village in Tanzania and I know the difference it made to my life. riences itself changed with the arrival of being taken care of during a very difficult providing education to a very unfortunate So where I can, I will help.” the COVID-19 crisis last year. Live events period,” says Jackson. “There’s a reason

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Left to right: Yigit Sezgin (Accor); Mark Willis (Accor), Maxim Vlasov (Kitch-In), Evgeny Kuzin (Kitch-In), Chef Izu Ani (Kitch-In), Adrian Azodi (Kitch-In)

It is in this environment that Kitch-In is set to make its mark with its launch in Q2 of 2021. Built in partnership with Ac- cor Group, Kitch-In is a digital platform that combines restaurants and brands endorsed by award-winning chefs, that will deliver high quality food straight to customers’ homes. The platform has been created by restaurateur Evegny Kuzin alongside well-known chef Izu Ani, both with impressive culinary pedigrees to their name. Backed by their knowledge of the market, the duo is set to make their mark on the online delivery market– and help a few hotels along the way. Com- menting on the new venture, Kuzin says, “We are proud and excited to be partner- ing with Accor, one of the world’s leading hospitality enterprises, which allows us to provide exciting opportunities for in-room dining, as well as learn from the attained expertise of their knowledgeable and talented team.” Kuzin adds, “Kitch-In will launch with four virtual brands in April, three legacy brands in May, and aims to add another 10 virtual brands by September 2021, covering a range of cuisines. Each kitchen can house at least 10 brands, and as the number of kitchens increases, so can the culinary offering, leading to an expected growth of 50 kitchens within the first year of operations.” Kitch-In’s ecosystem includes three components: the kitchens (which will include a research lab, as well as production and satellite kitch- ens), legacy brands of Kuzin’s Bulldozer Group along with digital-only concepts, and strategic partners including Accor DELIVERING Group and Careem. Kitch-In will have its own app, with user-friendly and attrac- t’s a great time to be in the online on to this trend, and data from Red- tive interfaces for both hotel guests and F&B business, despite the number Seer Consulting shows that the sector is consumers. According to Kuzin, Kitch-In of players in the market. Dark becoming competitive, with more than will enable Accor hotels to elevate in- kitchens or ghost kitchens -cook- 380 brands and over 70 kitchens present room dining experiences, as well as offer ing facilities that produce food in the region. In the UAE alone, while the consistent, excellent quality cuisine to the only for delivery with no dine-in overall food service sector suffered during wider community. QUALITY or customer facing areas- could create the pandemic’s ensuing lockdowns and “Our goal is to simplify cooking, nutri- DIGITAL PLATFORM KITCH-IN, LED BY CULINARY POWER DUO Ia US$1 trillion global opportunity by is expected to post a loss in earnings of tion and sustainability by providing easy EVGENY KUZIN AND IZU ANI AND BUILT IN PARTNERSHIP 2030, according to a Euromonitor virtual almost 40% by year-end compared to the access to impeccable cuisine, prepared by WITH FRENCH HOSPITALITY GIANT ACCOR, IS GETTING SET TO webinar presented by Euromonitor’s previous year, there has been a net posi- an expert culinary team that meets nutri- Global Food and Beverage Lead Michael tive impact on the online channels of food tional requirements and reduces waste,

TRANSFORM THE ONLINE FOOD DELIVERY SPACE BY DEVINA DIVECHA KITCH-IN COURTESY IMAGES Schaefer. The Middle East has also caught delivery, reported RedSeer. at a reasonable price,” Kuzin explains. >>>

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“KITCH-IN IS THE FIRST AND ONLY F&B PLATFORM THAT HAS THE CAPACITY AND TECHNOLOGY TO EFFECTIVELY MONITOR QUALITY CONTROL ACROSS THE ENTIRE ECOSYSTEM. THIS GIVES US THE ABILITY TO SCALE EACH VERTICAL QUICKLY AND SKILFULLY, FROM THE DEVELOPMENT OF ILLUSTRIOUS DIGITAL RESTAURANT BRANDS ENDORSED BY CELEBRITY CHEFS TO EFFICIENT DELIVERY.”

The expansion plans are ambitious, but Kuzin says that the scope of Kitch-In knows no bounds, and the clientele the team aims to reach is “truly limitless.”. He says, “We plan to expand across the Middle East, Europe and America, before focusing on more niche markets, specifically through Accor hotels. Kitch-In is a value-added F&B project for consumers and the hospitality industry, with the capacity to expand to operational, corporate and educational sectors in any country worldwide.” He continues, “Kitch-In is the first and only F&B platform that has the capacity and technology to effectively monitor quality control across the entire thorough training and education system ecosystem. This gives us the ability to scale each to help onboard new members of staff vertical quickly and skilfully, from the development and maintain the same level of quality as of illustrious digital restaurant brands endorsed by we grow.” celebrity chefs to efficient delivery. There is no limit The platform will have a research lab, to our scalability, and we have ambitious plans for a located in Dubai, and it will be an Accor worldwide expansion.” kitchen staffed by the Bulldozer team. All of this may seem like lofty goals, but both Kuzin Evgeny Kuzin Everything from R&D, recipe and menu and Ani are no strangers to the entrepreneurial life, Chef Izu Ani designs, quality management, standard having launched businesses of their own to critical operating procedures and training, will acclaim. Keen to consistently challenge themselves, “THE BEST WAY TO CREATE AN take place here. “I believe the best way this venture is yet another instance of them getting out IN FOCUS KITCH-IN to create an efficient and happy team, is of their comfort zones. Ani notes, “If we look at our EFFICIENT AND HAPPY TEAM, IS TO to give them the time and space to train circumstances as opportunities instead of obstacles, Evgeny Kuzin, the owner and Managing Director of GIVE THEM THE TIME AND SPACE TO together, find their bearings and feel we can positively impact our mindsets.” Bulldozer Group, is the lead investor of Kitch-In, and he FIND THEIR BEARINGS comfortable, especially when working Kuzin adds, “This is a completely new concept, both will drive its launch and expansion across the Middle TRAIN TOGETHER, with new technology,” Ani says. for me and the technological verticals that we are East and Africa. In 2008, Kuzin landed in Dubai and AND FEEL COMFORTABLE, ESPECIALLY launched Bulldozer Group. He imported internationally Technology naturally plays a major role working on, so it has been a fascinating project since renowned brands including Cipriani, 1 OAK, and Scalini. WHEN WORKING WITH NEW TECHNOLOGY.” in the business model of the platform, the beginning. With a physical venue or restaurant, our Eventually, Kuzin brought together expertise from which has been years in the making. experience has given us a deep understanding of each across his venues to create homegrown concepts. Kuzin reveals that the last few years project and we know what to expect. Kitch-In has given Following the opening of nightclub BASE, his focus Ani agrees with this notion, saying, “In To enable the creation of high-quality have been spent on working on the me the opportunity to use my skills and knowledge to turned to luxury restaurants and lifestyle brands a professional kitchen, factors such as meals, the chef will have a solid team research and development for Kitch-In. explore new possibilities. The platform can be easily including GAIA and Shanghai Me, designed to be wastage are consciously managed and of chefs from Bulldozer Group to back “By studying, understanding and manag- integrated into our daily lives, and I am really looking exported from Dubai to the world. maintained, so that we are economical him up: Shane Macneill, who launched ing each aspect of the business chain, forward to seeing how it will help people, from hotel As Chief Research Officer and shareholder, Izu Ani will and sustainable, whereas in the home, Novikov Dubai and is currently the we maintain consistent quality control guests, to professionals, children, and families.” be responsible for lab kitchen quality management, it is not always possible to do the same. Executive Chef at Shanghai Me; Orestis and ensure it is scalable,” Kuzin says. He It should be clear now that Ani and Kuzin are keen to menu development and training. After his time in the Similarly, it can be difficult to ensure we Kotefas, the executive chef at Gaia; Aya continues, “We want to ensure that the disrupt the current status quo in the online delivery Michelin-starred restaurant, The Square in Mayfair, are meeting our nutritional goals when Dubai’s sushi master Yukitaka Kitade; platform serves its community to their sector, and they are pulling out all the stops to realize Ani moved to France to develop his Nouvelle cuisine cooking at home, without the training and Chris Blake, who has worked at preference, so we have spent a lot of time this mission. “Entering the market with an entirely expertise. During his six-year tenure in France, he or understanding that comes from a Zuma Dubai and now is with Aya Dubai. researching market trends and consumer new, solution-focused technology is really exciting worked at a number of restaurants, including the two Michelin-starred La Bastide Saint Antoine and the culinary background. One of the things Ani says, “Our culinary team have habits. We have also taken great care to and I am looking forward to seeing how it will disrupt three Michelin-starred Auberge de L’Ill. He then moved I love the most about Kitch-In is that worked really hard to curate new menus ensure that the technology has the band- current trends and eating habits,” Kuzin says. “It will to Spain where he gained invaluable experience at we enable everyone to have access to for our digital brands, using their skills width to work to its full capacity, so that be great to be able to reach a wider audience through renowned restaurants such as Arzak, Mugaritz and good quality, sustainable, and nutritious and understanding of culture, cuisine we can successfully manage the supply more accessible brands that maintain our approach to Akelarre. In 2010, he launched La Petite Maison in Dubai. meals, at a reasonable price.” and ingredients. We have developed a and demand.” quality and consistency.”

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mapping designed for surprising the guest, making them feel special, and evocate their feelings.” These are the principles Woop herself has been using in AN EYE partnership with talented designers from around the world, to create inspiring, innovative concepts for Accor brands like MGallery, Grand , and Novotel, FOR all of which is meant to draw people in. According to Woop, guests today gravitate toward socially conscious spaces that have a great vibe around it, and as such, , given the variety of functions they serve, be it as, say, an art gallery, or a ACCOR’S ALEXANDRA WOOP co-working space, need to be showcased ON WHAT IT MEANS TO BUILD and presented in a manner that suits the A WELCOMING SPACE occasion they may be being used for. IN THE HOSPITALITY SECTOR “Efficiency in design is important, because it allows getting most from the property, using every inch of the space as an opportunity to create a meaningful and discovering journey, filled with comfort and artful functionality,” Woop says. “We need to have a strong character reflected in the interior concept and décor, where storytelling is the basis of everything. In a nutshell, storytelling is the connection between ideas, curiosity, and spatial ex- discover perience through construction methods. This connection is an attempt to create emotional meanings for the guest, while still embracing functionality and visual sensation. Inspired by travel, nature, architecture, fashion, graphic design, literature, and art, the most memorable interiors are created with passion and a fearless expression of fantasy, where materials and color combinations found randomly or by accident can create a At Arada, we build high quality communities. fascinating blend. Indeed, to achieve bal- ance, there must be a thoughtful mixology of texture, history, pattern, and color.” This forms the basis of what can be Diverse neighbourhoods that come to life when constituted as Woop’s ethos in her role people share, exchange and celebrate. at Accor. “Good hotel design has no limitations,” she declares. “Every design shall be the craft, with its own story and connection to place, representing strong and diverse concepts of experiences. Every hotel is an invitation to embark on s the Director of Inte- comes to the hospitality domain. “Hotels an unexpected and fascinating journey. rior Design at Accor India, are like a dream that guests are willing to The new knowledge that you capture and Middle East, Africa, and discover, entering and enjoying the world take with you is the important compo- Turkey (IMEAT), Alexandra of crafted and surprising experiences, nent of the memorable moments that will Woop has no problems in which we call an augmented reality,” she stay in guests’ souls, and they will share explaining the role design explains. “Space decoration is playing with their friends, telling a story they arada.com and décor play in ensuring a space’s essential role in influencing the mood experienced in this place, and emotions appealA (and success), especially when it and vibe; functionality and experience they will never forget.”

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