Kerzner to premiere fitness-focused brand in Dubai

by | 09 Dec 2022 | Hotel Projects, Projects

Kerzner International will be opening the first of its new lifestyle and fitness hotel brand, Siro, in Dubai in Q4 2023.

This follows last year’s announcement of a site in Porto Montenegro, Siro Boka Place, which will now become the strand’s second site when it opens in early 2024.

Dubai duo

Siro One Za’abeel will be a key feature of One Za’abeel, a mixed-use development spread over a 530,000 sq-m plot strategically positioned at the entrance to Dubai’s international financial districts.

The two-tower high-rise development will also incorporate a sister brand hotel, One&Only One Za’abeel, as well as One&Only Private Homes, office spaces, retail podium The Gallery, and a panoramic sky concourse.

World record

The world’s longest cantilevered building, The Link, will connect the two towers. Suspended 100 m above ground, this 226-m-long structure will be a lifestyle destination in the sky for high-end dining, hospitality, retail, and entertainment. Ithra Dubai is the principal developer, a fully owned subsidiary of Investment Corporation of Dubai (ICD).

Siro has recruited international sports teams (A.C. Milan) and Olympic athletes (Ramla Ali and Adam Peaty) to serve as experts alongside in-house teams to shape the guest experience – a first for the hospitality industry. The brand invites guests to ‘live the journey’ and unlock mental and physical performance in a supportive, aspirational environment.

Fitness focus

Siro One Za’abeel will offer holistic fitness and wellbeing programs in a hotel environment with Dubai skyline views. The hotel will be situated in one of two towers at One Za’abeel, and a state-of-the-art fitness club will form the hotel’s core across two floors, including a 1,000-sq-m gym with dedicated spaces for yoga, meditation, and group classes.

A Recovery Lab will feature cutting-edge technologies; cryo, infrared, and oxygen therapies; physiotherapy, acupuncture, and stretching; and dedicated mindfulness coaches and nutrition experts. All the restaurants will serve organic and seasonal meals crafted by chefs working with local producers.

Global expansion

Philippe Zuber, CEO of Kerzner International, said: “Siro represents Kerzner’s continued ambition to break boundaries in the hospitality industry, and it will transform the fitness and recovery hospitality experience. Going far beyond the expected by combining our renowned excellence in developing truly exceptional hotels and experiences, with the invaluable insight and expertise from a world-class selection of international athletes, the result will be a curated, bold guest experience with powerful opportunities to excel. Our aim is to expand the Siro community globally and we look forward to partnering with developers and investors in key global destinations.”

Issam Galadari, CEO of Ithra, added: “Siro is a bold, innovative new Kerzner brand. It will serve a global community focused on health and wellbeing with a destination offering yet to be seen in Dubai and in the hospitality sector. We are proud to be a developer and partner in this unique project and look forward to building this iconic development in Dubai’s One Za’abeel.”

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