Emaar Properties is renowned for building master-planned communities such as the $20 Billion Downtown Burj Dubai development, which comprises Burj Dubai (stated to be the world’s tallest tower when completed in 2009); The Dubai Mall, the world’s largest entertainment and shopping mall; Burj Dubai Boulevard with retail shops and restaurants; Burj Dubai Square; The Lofts; the Old Town and Old Town Island; man-made lakes and landscaped parks and gardens. Emaar Hospitality Group hired Igor to help it 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, The Address, captures the sense of spectacular location advantage, that this is where it's happening, this is the place to be. From The Address website:
The 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, The 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.
The first The Address hotel has launched in Dubai: The Address, Downtown Burj Dubai. The next two hotels under the brand will open in Dubai in 2009: The Address, Dubai Mall; and The Address, Dubai Marina. Over the next ten years, "the hotel company plans to unveil more properties in key cities and tourist destinations in the Middle East and North Africa region, the Indian Subcontinent, Asia, Europe and America."