Jumeirah Group is to once again attempt to launch the contemporary lifestyle brand Venu, three years after plans for its rollout were abandoned.
Talks are underway between the luxury operator and Meraas holding for a first property on Bluewaters Island Dubai with the next venu properties to roll out in Dubai also.
The new brand has been outlined by Jumeirah Group as being aimed at the modern traveller “whose expectations revolve around their own lifestyle – clean, contemporary, cool and effortless”.
Jumeirah originally announced the brand in 2010 but decided to park it a year later as it looked to focus on its existing offerings through the global financial crisis.
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Speaking at the launch of the new brand, Nicholas Clayton, CEO group operations at Jumeirah Group, said: “This is a genuinely exciting innovation for Jumeirah Group. The time is right for us to launch a new contemporary lifestyle brand.
“Its provenance and energy comes from Dubai – and the first few Venu hotels will open here – but it is ultimately a powerful way of taking the core essence of the Dubai out into the international market, reflecting the city’s energy, dynamism and cosmopolitan nature.
“At the same time, coming to a Venu hotel will be an intuitive experience, built around and anticipating the needs of the modern, savvy traveller.”
Jumeirah has appointmented Matt Balcik as vice president operations, brand development, charged with leading preparations for the roll-out of Venu internationally.
When the brand was originally launched in 2010, Venu was headed up by Klaus Assmann, who is now general manager at Sofitel Dubai Downtown.
In 2011, when the company decided to abandon those development plans, group CEO and president Lawless said its would instead focus on the evolution and development of the Jumeirah ‘stay different’ luxury brand.
Discussions are now under way with a number of developers in the Middle East, Asia and Europe for the Venu brand.
Venu will operate as an independent brand under the Jumeirah Group, targeting travellers with a passion for simplicity, style, efficiency and effortless living and working.
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