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Hospitality Branding

Showcasing a hidden treasure


Shurooq was sitting on a prime piece of undeveloped real estate in Khorfakkan, Sharjah: a natural cove with both a mountain and a beach on the Indian Ocean. A five-star boutique resort had been designed by leading architects and a fitting hotel operator was needed. This was Shurooq’s first foray into hospitality, and the company as well as the location were unknown to most leading hotel brands. Shurooq needed materials that would package the location, design and potential ROI of the hotel, while also establishing Shurooq as a credible business partner.

MBLM positioned the destination and the little-known Khorfakkan as a viable and compelling alternative to the many luxury hotels in the region. We created a visually stunning presentation that Shurooq used as its primary tool to initiate conversations around the authentic location and experience.


The presentation garnered substantial interest from world-class hotel operators. Shurooq successfully signed with GHM and will open as The Chedi Khorfakkan Resort in 2015.

Content Creation, Brand Identity, Brand Strategy