Dubai-based Fundamental Hospitality plans to elevate beach club experiences with the upcoming launch of Sirene by GAIA in Jumeirah One this September, according to the CEO’s exclusive interview with Arabian Business.
Covering an impressive 9,000 square metres along Jumeirah’s coast, Sirene by GAIA will claim the title of the world’s largest beach club upon its debut in September 2024.
The design process, lasting over a year, incorporates features like 400 sunbeds, swimming pools, cabanas, and expansive dining areas serving a special Mediterranean cuisine menu curated by GAIA, a renowned Dubai restaurant.
Fundamental Hospitality’s founder and CEO, Evgeny Kuzin, emphasised the meticulous design process, stating, “It’s taken us over a year just to do the design. We’ve taken our time, but the outcome is going to be really special.”
GAIA: Fundamental Hospitality’s Star Brand Expands with Sirene
GAIA, established in Dubai in 2018, has become Fundamental Hospitality’s most successful brand. Sirene by GAIA, an extension of the GAIA concept, will offer beachside sharing plates and larger portions suitable for beach days.
Kuzin attributes GAIA’s success to its popularity in Dubai, facilitating global expansion. He highlighted Dubai’s diverse audience as a key factor, exposing concepts to various cultures, attracting celebrities like Cristiano Ronaldo and Lewis Hamilton to GAIA restaurants.
Sirene by GAIA is a pivotal part of Fundamental Hospitality’s strategy, aiming to introduce 14 new brands in Dubai and globally within the next year. Kuzin revealed plans for global expansion, including openings in Vegas and Geneva, with a $140 million capital investment programme.
The investment programme will introduce venues like La Maison Ani, Shanghai Me, and KIGO in top global destinations. For Dubai, Kuzin teased the unveiling of INNA and Evie’s in 2024, along with a collaboration with a top global retail brand at Sirene by GAIA.
The surge in lifestyle demand over the past two years across the Middle East and Europe, coupled with client loyalty, fuels Kuzin’s confidence in exporting Dubai-born concepts worldwide, according to Arabian Business.
Sirene by GAIA’s September launch aims to position Dubai at the forefront of the luxury hospitality industry, solidifying ‘Made in Dubai’ concepts as a global force in luxury dining. Kuzin affirmed, “We are from Dubai, we are made in Dubai, and we are scaling to the world.”