Nshama, a private developer of integrated lifestyle communities offering distinct value propositions for aspiring home-owners, has inked a deal with Vida Hotels and Resorts to operate a lifestyle boutique Vida hotel and serviced residences in Town Square, Nshama’s flagship development in Dubai, UAE.

A new-generation hotel brand from Emaar Hospitality Group, Vida (meaning ‘life’ in Spanish) is a refreshingly different hotel concept for the new generation of business executives, entrepreneurs and leisure travellers.

Launched recently, Town Square is centrally located in New Dubai near Al Barsha, in close proximity to popular malls as well as the Al Maktoum International Airport, which is less than 20 minutes away.

It is an integrated development that will feature more than 3,000 townhouses and 18,000 apartments in addition to substantial retail, hospitality and commercial space.

The masterplan also envisages a central and vibrant hub with shopping and dining districts, plazas, greenbelts, mosques, educational institutions, healthcare centres, entertainment and outdoor sports facilities, said Fred Durie, the chief executive officer of Nshama, after signng the deal with Philippe Zuber, the chief operating officer of Emaar Hospitality Group.  

Vida Town Square Dubai will serve as a smart urban hub where inspiring minds stay, play and connect. It will create a stimulating environment for the younger generation which demands all the frills of modern luxury travel but none of the fuss, he stated.

With 180 hotel rooms and serviced residences, it will be defined by its location overlooking the central park - the size of 16 football fields - and in easy access to a world-class retail precinct spread over 2.5 million sq ft with over 600 retail outlets as well as a dedicated Reel Cinemas Cineplex, educational institutions, healthcare facilities, cycling tracks and green walkways, he added.

Durie said Vida Hotels and Resorts shares the same values as Nshama in providing an unmatched lifestyle choice that meets the requirements of the new generation of tech-savvy youth and entrepreneurs.

"As the first hospitality project in Town Square, our suburban downtown residential destination where aspiring home-owners can live life at their price, Vida will bring youthfulness, vitality and positive energy that complement the aspirations of our residents. Through the partnership, we are focused on creating a dynamic ‘town square’ that celebrates life and offers value across all touch points," observed the official.

Zuber said: "In a short span of time, Vida Hotels and Resorts has differentiated its credentials in the hospitality sector by creating a new niche that challenges all industry norms. Bringing inspiring simplicity and intuitive style, Vida is approachable, fun and unpretentious – traits that the new generation values."

"Vida Town Square Dubai will serve as a lively hub where refreshingly new experiences are created. It also underlines the expansion of the brand, building its credentials as the ‘go-to’ hospitality offering for the young and trendy," he added.

Vida Hotels and Resorts has two properties in its portfolio – Vida Downtown Dubai offering 156 rooms and Manzil Downtown Dubai, an upscale lifestyle boutique hotel that celebrates the warmth of Arabian hospitality in a culturally stimulating, tech-savvy setting.

Vida Hotels and Resorts also manages the Vida Residence, The Hills, and Vida Residence, Downtown Dubai.

Nshama said it is also developing another value-added lifestyle development in Dubai that focuses on sustainability, culture and education through a joint venture with Mohammed Bin Rashid Al Maktoum Foundation.-TradeArabia News Service