Leading retail and leisure pioneer Majid Al Futtaim, together with Marriott International, has unveiled a new hospitality experience in the Middle East, with the opening of the region's first cinema-themed hotel in Dubai.

Owned and developed by Majid Al Futtaim, the new Aloft City Centre Deira - part of Marriott's Aloft hotel brand - is the first hotel in the region to offer movie-themed suites, alongside a Vox Cinemas' Outdoor screen and the Aloft brand’s signature programming. 
 
“Aloft continues to redefine the traditional hotel experience in the region and we are delighted to introduce the brand’s newest addition in the cultural heart of Dubai,” said Alex Kyriakidis, president and managing director, Middle East and Africa, Marriott International.  “Aloft City Centre Deira brings a new experience to Deira by delivering an urban-inspired gathering place for tech-savvy next generation travellers and local residents.”
 
Jalil Mekouar, chief executive officer of Hotels at Majid Al Futtaim – Properties, said: “I’m delighted to introduce the Aloft City Centre Deira, which is our 13th hotel in the region. This is a milestone moment for Majid Al Futtaim as we integrate our Vox Cinemas brand into one of our hotels for the first time. This concept will provide a completely new offering within Dubai’s hospitality sector and will see us create even more authentic and personalised experiences that will delight guests in our home market. Aloft City Centre Deira is testament to our unique integrated destination offering, that brings together our award-winning hospitality, shopping, leisure and entertainment lifestyle excellences to create memorable experiences for our guests.”
 
Aloft City Centre Deira delivers a fresh approach from the traditional hotel landscape with its emphasis on a lively, in-hotel social scene, modern design, innovative music programming, and thoughtful technology incorporated to enhance guest experience.
 
Directly connected to City Centre Deira, Aloft features 304 loft-inspired rooms and suites – including four cinema-themed suites where movie lovers will be instantly transported to the magical world of films. Suite themes include Bollywood, Hollywood, Agent House and a specially created Dubai superhero suite, which is bound to excite all ages. Rooms also feature a luxurious mix of the brand’s signature offerings, such as an ultra-comfortable plush bed, a walk-in shower, custom amenities by Bliss Spa, 49-inch LED TVs with Chromecast and SPG Keyless, the industry’s first mobile check-in system where guests can utilise their mobile phones as room keys.
 
Aloft City Centre Deira brings six innovative and fresh dining concepts as well as social spaces to the neighbourhood, such as Han Shi Fu - a modern Chinese and Asian fusion gastropub and restaurant by the award-winning team that introduced Din Tai Fung to Dubai.

The restaurant is set to serve favourite Asian dishes as well as the trendiest street food from cities such as Taipei, Hong Kong, Shanghai, New York, and Los Angeles. Other offerings include The Canteen, which serves up “bowl meals” for everyone and “bowl-sharing” for a crowd, and a licensed Vox Cinemas’ Outdoor movie-watching experience where guests can enjoy movies in ultimate luxury and comfort along with their choice of food and beverage.

The hotel will also feature the Aloft brand’s signature outlets, including W XYZ Bar & Lounge - offering spectacular views of the city skyline along with a resident DJ and shisha on the terrace; Re:fuel by Aloft, the brand’s signature 24/7 grab and go venue; and the Re:mix Lounge – a space for a bit of mix and mingle. Social spaces across the hotel will amplify the iconic global Live At Aloft Hotels programming that showcases live acoustic performances by up-and-coming artists.
 
The hotel also feature  five Tactic Rooms, equipped with the best technology such as smart boards tand spacious seating which extends to a breakout area. Guests can also go casual at the Backyard, the hotel’s outdoor event space, for business and social gatherings. Aloft City Centre Deira also offers a 24 hour Re:chargeSM fitness centre and Splash pool – an infinity pool with sweeping views of the city.
 
“We are excited to open our doors in such a renowned area of Dubai. Aloft City Centre Deira will bring a fresh and innovative feel and a very distinct hospitality experience to the neighbourhood,” said Sammy Gani, general manager, Aloft City Centre Deira. “With this being the first hotel to offer movie-themed suites, along with an outdoor licensed cinema in partnership with Vox Cinemas and the Aloft brand’s signature music programming, we’re looking forward to bring a fresh new vibe to this side of Dubai.”
 
All guests staying at Aloft City Centre Deira also have access to special offers to experience some of the best leisure and entertainment attractions in the city, like Ski Dubai, iFly and Orbi.
 
Aloft City Centre Deira marks the fourth hotel collaboration between Majid Al Futtaim and Marriott International, following Sheraton Dubai Mall of the Emirates, Le Meridien City Centre Bahrain, and Westin City Centre Bahrain and is Majid Al Futtaim’s 13th hotel in its portfolio. - TradeArabia News Service