Michael Jordan in Monaco, Novak Djokovic in London, Jessica Alba in Miami and Rafael Nadal in St Tropez are among the high-profile names seen at venues created in Dubai.

For Fundamental Hospitality, the UAE-born group behind GAIA, Shanghai Me, La Maison Ani and NYX, the celebrity roll call points to a wider shift. Homegrown hospitality concepts, once associated primarily with Dubai’s fast-moving dining scene, are becoming established fixtures in some of the world’s most competitive luxury destinations.

This summer, the group welcomed almost half a million guests across five global hotspots, driven by venues in London, Monaco, Marbella, Miami and two new seasonal destinations, St Tropez and Bodrum.

At GAIA Monaco, guests included Michael Jordan, Idris Elba, Travis Scott, Tom Brady and actress Kelly Rutherford. In London, tennis champion Novak Djokovic, singer Nicole Scherzinger and entrepreneur Huda Kattan were among those visiting GAIA, while Shanghai Me welcomed DJ Peggy Gou, rapper A$AP Rocky and singer Kesha. NYX London also hosted A$AP Rocky, alongside Burna Boy and Skepta.

Further afield, GAIA Miami has attracted Jessica Alba, Ludacris and tennis player Caroline Wozniacki since opening in May. At GAIA St Tropez, guests included Rafael Nadal, Formula One driver Carlos Sainz, NBA player Jimmy Butler and singer Robin Thicke. In Bodrum, the summer pop-up drew fashion designer Simon Porte Jacquemus, footballer Dani Olmo and Turkish singer Hadise.

The names help underline the cultural pull of the venues, but the group’s expansion is also backed by significant demand. GAIA’s first summer pop-ups in St Tropez and Bodrum welcomed more than 60,000 guests, while GAIA’s venues in London, Marbella and Monaco collectively received more than 134,000 guests over the summer. La Maison Ani London recorded more than 60,000 covers, averaging over 500 guests a day.

Across London, GAIA, La Maison Ani and Shanghai Me welcomed more than 140,000 guests over the summer, an important marker in a city where the luxury dining market is crowded with long-established international names.

(Source: Khaleej Times)