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Jumeirah's other deals
Integrated campaign · 27 Feb 2026
Jumeirah built a cultural platform around the majlis, pairing a book called Where Worlds Meet with a short film called Our Flame in which a single flame travels from Dubai to London, Capri, Bali, Mallorca and the open sea. Emirati writer Shamma Al Bastaki wrote the poem behind it and Emmanuel Adjei directed, with a 90-second cut premiering on owned and paid channels ahead of a wider 30-second edit.
Agency: Soursop. Talent: Shamma Al Bastaki, Emmanuel Adjei, Lamya Gargash, Farah Al Qasimi.
Rebrand · 7 May 2024
Jumeirah redrew its signature and symbol, blending Arabic calligraphy with a contemporary mark, and revealed it by projecting the brand's origin story onto the sail of Burj Al Arab across a week of illuminations.
Rebrand · 7 May 2024
Jumeirah Group replaced its group identity and renamed its hotels under a single naming system, which is where the hotel became Jumeirah Burj Al Arab rather than Burj Al Arab Jumeirah. The new identity ran across signage, the website and the group's properties.
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