The Crowne Plaza Hotel on Sheikh Zayed Road in Dubai occupies a special place in the collective memory and experience of the City.

As an early example of ‘mixed use’ development it provides a destination where people can choose activities ranging from shopping, dining and entertainment to short and long term living as well as a place of work and socialising.

The complex is now to be refurbished and rejuvenated to its’ original intent which will result in a new vibrant place offering a large range of experiences. DSA were very pleased to have been given the opportunity to develop an exciting new concept for the complex.

The outward appearance of the facility will reflect the original essence of a striking building that will announce its’ presence of a property occupying such a prime location in a visually powerful manner to intrigue and entice the passerby to enter the front door.

The lower levels will be enhanced to accommodate a variety of public spaces – open air courtyards for ‘al fresco’ dining and entertainment, new F&B outlets and other venues to inspire and enjoy.

Lighting and colour will be used to express the richness of the experiences within and to emphasise the prominence of this building within the context of the City.

The objective of DSA’s proposal is to give expression to the ideas outlined above with concrete, pragmatic, sustainable and cost effective ways of creating a new identity for a complex which has a long history and a legacy which will not to be lost in the process but will be retained and reinforced.