The Hoxton set to make its Middle East debut with flagship Dubai location and new wellness club

The Hoxton Dubai Media City will mark the brand’s first hotel in the UAE and its Middle East debut, while introducing The Hoxton’s first-ever wellness club.

Ennismore, the lifestyle hospitality company, in partnership with Select Group, has announced the signing of The Hoxton, Dubai Media City. The new property will bring The Hoxton’s distinctive open-house concept to the Middle East for the first time and become a new regional flagship for Ennismore.

Known for its community-driven hospitality, vibrant social spaces and neighbourhood-inspired design, The Hoxton will bring a fresh destination to one of Dubai’s most creative districts. The hotel aims to connect with the city’s growing community of artists, entrepreneurs and innovators while reflecting the evolving character of Dubai Media City.

Designed by Ennismore’s interior design team, AIME Studios, the hotel will feature 230 guest rooms. The existing building will undergo a multi-million-dirham transformation, creating a new-generation Hoxton that combines the brand’s distinctive DNA with the character of its Dubai setting.

A new destination for dining and nightlife

The hotel’s food and beverage offering will be curated by Paris Society, the international F&B collective behind several of Dubai’s sought-after dining and nightlife destinations.

The line-up will include Onaka, a Japanese handroll bar created in collaboration with award-winning French restaurateur Moïse Sfez, and Bleachers, a social sports bar inspired by game-day culture.

They will join Il Bambini Club, Paris Society’s lively trattoria concept with locations in London, Paris and Cape Town, as well as Tope, The Hoxton’s signature rooftop concept, known for its Mexican-inspired flavours and punchy cocktails.

At the centre of the hotel will be The Hoxton’s signature lobby — a relaxed space for guests and locals, combining food and drink with cultural programming, pop-ups and creative collaborations.

The Hoxton’s first wellness club

One of the hotel’s biggest draws will be The Hoxton’s first-ever wellness club, designed as both a fitness destination and a social hub for the local community.

The club will feature a large gym floor, movement studios, spa treatment rooms, contrast therapy facilities and a members’ lounge, all designed in The Hoxton’s signature residential style.

Beaum, the club’s healthy café concept, will complement the offering, bringing together movement, recovery and social connection. The wellness club will be open to both hotel guests and the wider community.

At the heart of Dubai Media City

Located in Dubai’s innovation corridor, Dubai Media City is home to leading media companies, production studios and digital businesses. Its creative and entrepreneurial character makes it a natural fit for The Hoxton’s community-focused approach.

With Dubai Marina, Palm Jumeirah and Jumeirah Lake Towers nearby, the hotel is positioned to become part of the area’s daily rhythm while offering guests a more local perspective on Dubai.

Israr Liaqat, Group CEO of Select Group, said:

“Wellness and wellbeing sit at the heart of everything we build, from the residences we design to the communities that grow around them. Bringing that same philosophy into our hospitality portfolio through The Hoxton, Dubai Media City, is a natural next step for Select Group, and a reflection of the ethos we carry across every part of our business. Partnering with Ennismore lets us bring The Hoxton’s community spirit to Dubai Media City, and we’re proud that our approach to wellness will come to life here as the brand’s first wellness club anywhere in the world.”

Louis Abboud, Group Chief Growth Officer and COO of IMEAT & APAC at Ennismore, said:

“The Hoxton began as a single hotel in East London and helped redefine lobby culture. Since then, it’s grown into a globally loved brand, with hotels across Europe and the Americas, alongside exciting new signings in Asia Pacific. Dubai has long been on our wish list as one of the world’s most dynamic hospitality destinations, and we’ve always felt The Hoxton, with its strong sense of purpose and community, would bring something fresh to a neighbourhood already brimming with creativity.

“I’m incredibly proud that Dubai will be home to the brand’s first hotel in the UAE and the wider Middle East, as well as the first Hoxton wellness club, creating a new flagship property for Ennismore in the region.”

The Hoxton began in London’s Shoreditch and was reimagined under Sharan Pasricha into the globally recognised lifestyle hospitality brand it is today. Rooted in culture and community, the brand now spans 19 properties across the UK, Europe and the US, with further openings planned in destinations including Melbourne, Oslo, Nashville, Mexico City and Bengaluru.

Ennismore continues to expand across the Middle East, Turkey and North Africa, with more than 70 hotels and resorts representing over 23,000 rooms. Its regional portfolio includes Delano Dubai, Our Habitas AlUla, Mondrian Doha, 25hours One Central Dubai, SLS The Red Sea, SO/ Ras Al Khaimah and Mama Shelter Dubai.

The group’s regional pipeline includes Mondrian Abu Dhabi, Rixos Dubai Islands, SLS Jeddah and Mama Shelter Cape Town.