“Shaza Hotels is a luxury brand inspired by cultures of the Silk Route. Shaza presents handcrafted experiences reflected in design, services, and people. Mysk by Shaza is an upscale hotel brand reflecting ever-evolving Arabian lifestyles,” he adds.
With the building’s architecture and interiors conceptualised by Godwin Austen Johnson, a UK firm that has established a thriving practice in the UAE over the last 25 years, Alaaeddine expresses enthusiasm for its design narrative, which aimed not to sacrifice substance for style. He says: “Mysk by Shaza Al Mouj has been designed in a modern, practical, and trendy way. The key word is efficiency, [which is delivered] without compromising the guests’ comfort.
“The hotel has been built in a pragmatic manner for the guest,” he continues. “This includes easy access to the hotel, efficient check-in, quick delivery of services, comfortable rooms, and simple yet fresh and vibrant food and beverage facilities. Moreover, the back-of-house of the hotel has been built in an efficient manner, in order to reduce costs, [manpower], and work flow.”
Alaaeddine emphasises that, in addition to its functionality, the design philosophy manages to incorporate elements of Omani architectural traditions, as well as the sultanate’s seafaring heritage.
“The interiors are uncluttered and clean, reflecting serenity, all treated in a very modern style,” he continues. “Inspiration from Omani architecture and design, as well as its marine life, have been taken into consideration through the use of art, colours, patterns, and architectural elements.”
Mysk by Shaza Al Mouj will feature three food and beverage outlets: Salt & Pepper, serving as both an all-day-dining restaurant during the day and an Italian speciality restaurant at night; Gelateria, offering artisan ice cream; and Gharoob, the hotel’s rooftop pool terrace, with views overlooking the marina. The hotel’s first floor will house two meeting rooms, both with natural daylight and private terraces. In addition to the infinity-designed swimming pool on the rooftop, the hotel will also have a gym, sauna, and steam room.
Alaeddine is confident about the hotel’s prospects and its positioning. He highlights its strengths within the context of Muscat’s upper-upscale market, indicating the perceived gap the brand seeks to fill. The destination, he says, is ripe for a lifestyle brand.
“We are highly optimistic about Mysk Al Mouj being the newest trendy hotel in town, and about being associated with the prestigious address of Muscat — Al Mouj Marina living.”
He continues: “We have seen a gap in the niche lifestyle brands in Muscat and we are pitching to be in that gap, where trendy concepts and marina living are a part of it. We also aim to compete with certain upper-upscale hotels due to our trendy product, service concepts, and great location. So, more than mere financial figures, we [are concerned with] positioning ourselves as the leaders among upscale hotels and attaining more than fair market share.”
In order to achieve these objectives, Alaaeddine says the property will aim to target a diverse market mix. He notes: “Mysk Al Mouj is aiming to attract predominantly business travellers, as well as leisure travellers, especially on weekends, and then the local community, to savour our F&B scene and the trendy marina lifestyle.”
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