Address is the world’s most luxurious hotel chain, with twelve locations in U.A.E. and one each in Saudi Arabia, Egypt, Turkey, and Bahrain.

Emaar Properties is renowned for building master-planned communities such as the $20 Billion Downtown Burj Khalifa development, the tallest buiding in the world and home to the Address Downtown Dubai. Emaar hired Igor to create the name for a new 5-star luxury hotel brand, with hotels to be located throughout the Middle East and in key feeder markets in Europe and Asia.

The new hotels cater to intra-regional leisure travelers throughout the Middle East. However, the brand needed to accommodate business travelers and long-haul international travelers to the region, primarily from Europe, Asia and India. The chosen name, Address, captures the sense that this is where it's happening, this is the place to be. From The Address website:

Address Hotels + Resorts is the new definition of global luxe life. Where cool meets warmth. Style meets luxury and discerning travellers choose to stay and meet time and time again. The Address is vibrant and real. It's business and pleasure. It's a simple and sophisticated environment that comes to life with the presence of the people it attracts.

Positioned as a premium hospitality brand with a focus on service excellence, quality product and contemporary design, Address is set apart not only by the location of its hotels, but also in the total character and service standards, where a 'one size fits one' approach is adopted.

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