Dubai's largest property developer, Emaar, is well known for their luxury hospitality brands The Address Hotels and Resorts and the Vida Hotels and Resorts. Seeing an opportunity in an otherwise luxury dominated sector in Dubai, they embarked on the creation of a new mid-tier brand, Rove Hotels.

GLSW was integral in the development of this brand and hospitality offering, working alongside the architects, interior designers, and development design teams from the initial project ideation. The result is a very likeable, popular, and successful urban hospitality offering.

GLSW resolved the signage and wayfinding standards across the first seven Rove Hotel properties in Dubai. Our design solutions included a graphic style of signage, environmental graphics, and elements of art. One of the more quirky elements were guest room door signs made in the style of local number plates.

The brand continues to evolve and grow with numerous locations in the city and beyond, based on the initial design guideline principals.