Sofitel JBR (Jumeirah Beach Residence)
Overview
JBR, Dubai
Abu Dhabi National Hotels (ADNH)
Completed
Luxury Hospitality
May 2020 - Nov 2020
The Challenge
Innovation Amidst Adversity Undertaking a major renovation during the peak of the global pandemic (2020) presented a unique set of logistical and operational challenges. The client, ADNH, required a comprehensive "soft upgrade" of this massive 5-star property, comprising 444 guest rooms and suites spread across 27 floors (5th to 32nd), along with key public dining areas. The critical constraints were strict health and safety protocols, a disrupted global supply chain, and a rigid timeline. We had a budget of AED 112 Million to refresh the hotel's aesthetic without engaging in heavy structural demolition, requiring a strategy of high-impact, precision intervention.
French Elegance Meets Arabian Hospitality
Our approach focused on "Soft Refurbishment" techniques that maximize visual impact through finishings, textures, and bespoke joinery.. Guest Rooms & Corridors (5th-32nd Floors): We revitalized the guest experience by infusing the rooms with a blend of French Art de Vivre and local culture. This involved replacing worn surfaces with premium wall coverings, upgrading the flooring to high-end timber and carpets, and installing custom FF&E that modernized the space while retaining the Sofitel brand's classic elegance.. Public Areas (All-Day Dining): The restaurant upgrade focused on flow and atmosphere. We introduced new seating configurations, ambient lighting, and decorative screens that refreshed the dining experience, making it feel open yet intimate—essential for the post-pandemic hospitality landscape.. Pandemic Execution: Executing this during the COVID-19 lockdown proved our operational resilience. We implemented rigorous safety bubbles for our workforce and sourced materials strategically to bypass international shipping delays, ensuring the project moved forward when the rest of the world stood still.
“Every space tells a story. Our role is to make it unforgettable.”
— Design PhilosophyBefore & After
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Scope of Work
Interior Renovation
Comprehensive soft upgrade of 444 keys, including suites and standard rooms.
Corridors
Wall cladding, flooring, and lighting upgrades across 27 floors.
FF&E
Supply and installation of soft furnishings, curtains, and movable furniture.
Joinery & Fit-Out
Refinishing of existing woodwork and installation of new decorative elements.
The Outcome
Mouhajer International Design delivered the project in November 2020, right on schedule. The renovation successfully refreshed the property's market appeal just as the world began to reopen. The seamless execution during such a challenging period earned the project the Best Luxury Hotel Interior Design Dubai award. This project stands as a case study in agility and crisis management, proving that luxury and quality can be delivered even under the most restrictive global conditions. "444 Rooms upgraded in record time during the 2020 global lockdown."
Outcome & Results
Before & After
“444 Rooms upgraded in record time during the 2020 global lockdown.”
MIDC Team
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