One of the biggest challenges in today's hospitality industry is how to provide the best guest experience while dealing with location, offer or regulatory restrictions in an ever-changing market.

But it's only when we challenge the nature of those restrictions that we manage to redefine the industry standards. That's the exact approach we developed in junction with DTCM (Department of Tourism and Commerce Marketing). 

The Future Hub was conceived as the natural evolution of city hotels offering, with the first of its kind being locatewd at the heart of jumeirah Beach in Dubai. The idea is to simply provide not only a hub-connected facility to the 45+ hotels servicing the immediate neighboring areas but also to complement each hotel offer with full beach club access and tailored services.

The idea is simple, provide private beach access to every city hotel guest in the neighboring area, with expedited shuttles between them while facilitating changing and locker facilities, spa, and wellness offer as well as private nursery and food & beverage facilities. Besides, a prime butler servicing on the beach, allowing the guest to forget they're essentially staying in a city hotel, by manicuring a holistic hospitality experience.

The facility in itself was designed to eventually be replicated in other areas of interest (beaches, desert or sites of historical interest), allowing every hotel operator in town subscribe to these services with the sole purpose of facilitating a broader experience to their guests.

For this particular scenario, the first hub takes into account the sinuosity of the beachgoers in the area, the natural erosion of the sea and craves natural spaces into a container of experiences that opens up when the weather or the program requires.

In addition, the whole project was conceived to be in line with the expected requirement of having all building complying with at least 25% of its construction method to be automated or 3D printed by 2025, meaning that in this particular case, both the case and the inner structure will be 3D printed in place, allowing visitors and citizens witness the construction progress, which wouldn't end by project completion, but that will also extend as an interactive gallery at night when the facility closes it's doors to the beachgoers.

Name: Future Hub
Location: Dubai, UAE
Client: DTCM
Status: Enabling works