Through back-to-back meetings in London last October, the TV presentation flashed high-octane clips of raving beach parties and electric club moments interspersed with extravaganzas of gourmet Italian and Asian dining juxtaposed against youthful bodies frolicking in pools and luxurious rooms. The 8 AM energy of our hotel meeting room sizzled, as FIVE’s signature “EAT-ertainment” elements invigorated the stiff suits of our to-be investors sipping on their first coffees of the day.
And yet, the best part of our roadshow arrived, as I watched the presentation jump to a slide of superlatives plastered in green – 100 percent LEED Platinum Group, 100 percent solar-powered Dubai hotels – the eyebrows of our listeners inching higher and higher as each green credential appeared on screen. Facial expressions maxed out – ‘Highest Rated ESG Company in the World by ISS” brandished FIVE’s name at the top of a list of global heavyweights – Apple, Tesla, Microsoft, Hilton… With the minds and hearts of our audiences captivated and confused, the moment had arrived for the induction of our guests into FIVE’s ‘Sustainable Indulgence’ ethos.
As Group Chief Financial, Chief Operating and Chief Sustainability Officer, I broke down the hardware and software elements of our disruptive entertainment-driven hospitality model, drawing the linkages between our economic vitality and eco-efficiency. I explained that owing to our 90+ percent occupancy and host of eco-measures, staying 5 nights at FIVE produced the same carbon footprint as just one night at the average UAE luxury resort, verified by Cornell University, coincidentally my alma mater (CHSB 2023).
“At FIVE, our approach is logical. We do more with less, and we focus on saving costs and reducing CO2,” I concluded. This simple phrase, delivered with years of blood, sweat and tears of hands-on experience, broke the spell of convention holding our audience back; in a world dissuaded by moralism and regressive preaching, FIVE’s guilt-free approach to sustainability, guided by financial logic and technology adoption, was strikingly refreshing and, well, indulgent.
A few weeks later, I stood alongside my co-founders ringing the NASDAQ bell in Dubai to celebrate the $350 million green bond we had raised, marking our first entry into the realm of sustainable finance. This was the beginning of the future.
Framed against breath-taking vistas of the shimmering Arabian Gulf and iconic landmarks, Ain Dubai and Palm Jumeirah – FIVE LUXE is set to redefine beachfront living, and ‘Sustainable Indulgence’, in just four days. Joining the disruptive legacy of entertainment, hospitality and luxury lifestyle powerhouse, FIVE, this ultimate beachfront escape offers guests a ticket to a glam-packed adventure where indulgence knows no bounds and the fun never stops.
Immersive decadence comes to life over 222 stylish hotel rooms and suites, alongside 222 lavish residences for ‘All-You-Can-Play’ celebrations, complemented by remarkable culinary, nightlife and entertainment experiences including globally famed, Insta-worthy Ibizan vibes at Playa Pacha’s all-day Pool and Beach parties.
Concurrently, the recipient of the world’s highest sustainability rating for 5-star hotels (89 points LEED Platinum BD+C v4), will run on 100 percent solar electricity to power its entertainment ecosystem through a one-of-one hotel agreement with DEWA’s Maktoum Solar Park. Integrated throughout the luxury tower and podium, an array of over 100 on-site thermal and electrical PV panels will provide power and heating to the party pools, baths and showers that an extensive greywater network will subsequently recycle across the properties landscaping, WC flush and general-purpose cleaning reservoir.
FIVE LUXE demonstrates the power of our goal congruence model, aligning the complexities of our luxury entertainment developments with sophisticated eco-technologies to generate low-carbon, energy-efficient operations. The paradox of sustainability is not to do less, but to do more so that the spirit of innovation and transformation can rise to the occasion and flourish. That reminds me, Sensoria.
Set to dazzle Dubai’s JBR skyline, neighboring tower Sensoria grows taller as we speak, implementing a steel structure to reduce its embodied carbon by up to 30 percent compared to conventional concrete slabs. Poised to feature the crown jewel of on-site photovoltaic technology, this ultra-luxe residence will install a 3,600 square meter façade composed of next-generation ONYX PV Panels.
Unlike the stereotypical image of clunky blue, grid-lined glass, this Spanish technology provides high-efficiency panels in a range of opaque, colorful designs, allowing developers to integrate renewable energy with aesthetic at top of mind. Upon completion, Sensoria’s façade will cascade a shimmering ‘Come Play’ mosaic of black and white triangle motifs, drawing power silently from the sun.
As sports cars and dazzled tourists stroll down JBR, FIVE LUXE will communicate a broader message to the world – without the passion and the force of luxury developers, sustainability will remain limited to eco-lodges and vegan meals. With no insult intended to the latter, FIVE LUXE demonstrates the commitment our group holds in recognizing our irreplaceable role in accelerating a net zero future.
The thesis is clear: engineering passion, no-nonsense financial planning, and environmental conviction provide the raw ingredients for FIVE’s innovative ‘Sustainable Indulgence’ strategy where luxury entertainment properties provide a playground to deploy the most sustainable hotels in the world.
So, if you choose to stay at FIVE LUXE, jump into our expansive Playa Pacha pool and behold our 100 percent sun-powered 2,300 sqm 3D entertainment screen rivaling Time’s Square, as renowned DJ’s pump electric beats bringing Ibiza to your ears. Indulge in your private plunge pool knowing that its H20 essence will recycle to sustain the immersive flora welcoming you to explore the property below. Taste the exotic and gourmet flavors of dare-to-be-different culinary venues Ronin, Tête-à-Tête and Cielo considering that sourcing the most vibrant ingredients includes those raised the most sustainably.
Finally, wind down the day or gear up for the night by sipping exquisite cocktails at Paradiso, named the World’s Best Bar and celebrated for developing the first Zero Waste Lab. Sustainable Indulgence at FIVE LUXE invites you to expand your pleasure and deepen your consciousness as you come and experience a dare to be different hotel defining FIVE’s global sustainable entertainment ecosystems.
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