25hours Hotel, One Central, Dubai

Posted on April 15th, 2022

The first 25hours hotel outside of Europe has opened in Dubai

Guests of the 25hours Hotel One Central can experience how the ancient traditions of the Bedouins are brought back to a modern life. Overlooking the Museum of the Future, near Dubai International Financial Centre, the hotel boasts 434 rooms. 25hours hotels are a great, funky, young, global hotel chain, from food and drinks to the interior design concepts that go far beyond the usual hotel styling.

I’m often found photographing hotels at pre-opening stage. And I was invited to shoot 25hours by Josh from the Marketing team on-site, unfortunately the dates clashed with other shoot commitments in place and I couldn’t seem to fix the diary to accommodate. So, then when global interiors and architectural firm Woods Bagot contacted me to shoot the hotel for their portfolio soon after, I was thrilled.

“Woods Bagot is proud to have had the opportunity and responsibility to fully design the interior of 25hours Hotel One Central,” said Aleksandra Nastic, senior associate and interior design lead at Woods Bagot. “Storytelling was the foundation of creating this charming and soulful place. Reviving the story of ancient Nomad travellers, our aim was to create a place with local ambience, which speaks to your heart easily and becomes your home naturally.”

From Architects – Hopkins and launched in the last quarter of 2021, the Hotel overlooks the revolutionary new Museum of the Future. This progressive hotel concept fuses with the timeless traditions of the Bedouins to tell the story of the region through its innovative design.

Working within Woods Bagot Photography brand guidelines I photographed a great set of images. Aleksandra, the senior associate, was a joy to work with and the WB team were really helpful on-site and success was clearly visible in the resulting images.

Address Beach Resort

Posted on April 30th, 2021

Address Hotels and Resorts is the first brand launched by Emaar Hospitality Group. This brand-new property is the first resort hotel from the group, following the success of its city hotels. The Address Beach Resort add a new icon to Dubai’s shoreline.

The premium luxury hotel group has positioned itself as a choice perfect for business, leisure and group travellers. Address hotels have won numerous accolades, including:

Best Hotel in the World – Address Downtown

Modern Luxury Hotel of the Year – Palace Downtown

And many more. The Address brand has brought a fresh identity to the global hospitality and service sector by setting new benchmarks with its gracious hospitality and exceptional service standards.

It was fantastic to be invited to shoot Address Beach Resort just before its completion. The General Manager and Marketing team at the property knew Alex was the right person to entrust with this task, as his hospitality experience in the region is well-known.

With spectacular views of the Arabian Gulf, the new record-breaking highest infinity pool in the world and impressive dining and nightlife options, there was certainly no shortage of spaces to capture great images. From the huge lobby lounge that welcomes you to the hotel, through to Li’Brasil – Lebanese and Brazilian Fusion on the hotel deck, down to the Beach Grill restaurant and ascending to Zeta Lounge on floor 77.

It’s a real thrill to photograph an architectural icon such as Address Beach Resort, and build a suite of images that truly shows the property in its best light.

Each image was carefully prepared and executed according to brand guidelines with minimal edit.

Radisson Red, Dubai

Posted on August 7th, 2020

Radisson Red is a funky new brand from Radisson; upscale hotels with an emphasis on modern design and technology. It offers a playful twist on the conventional, from amazing everyday essentials to Instagrammable statements. RED delivers a stand-out look and feeling, bringing a new concept of hospitality with versatile spaces and seamless technology.

We’ve worked with Radisson Hotels for many years, with Alex photographing images for their upscale properties in a variety of locations. Last year, Alex was appointed an approved photographer by the Radisson Hotels international marketing team in Brussels.

The team were delighted to receive the call to shoot the first Radisson Red hotel in the Middle East. Although well-versed in pre-opening shoots, Alex knew he had to capture the brand details that make Radisson Red distinctive in a saturated market. Luckily, the Head of Marketing from Radisson Red Glasgow, Colette Sullivan, was on hand to advise. Colette and Alex had worked together previously, ensuring a seamless process throughout and General Manager, Stuart Birkwood also checked in as the shoot progressed.

Shooting a property in pre-opening presents a number of challenges, but Alex used his experience and technical skills to execute each image perfectly, from maintaining colour correction to highlighting the energy of the Radisson Red brand.

Exterior, interior, swimming pool, gym, F&B and room images were all carefully edited, ensuring that the brand’s definitive guidelines were met while maintaining the quality of the image, without too much retouching.

Azure, Al Reem Island, Abu Dhabi

Posted on November 9th, 2020

Al Masaood is a leading business group in Abu Dhabi with a rich diversity of interests in the UAE and beyond. The first company to be registered by the Abu Dhabi Chamber of Commerce, Al Masaood partnered with Savilles and The Tribe from Dubai, for creative content.

Azure is an apartment development on the popular Al Reem Island, Abu Dhabi. The building was designed to look and feel more like an upscale hotel in the heart of the Commercial Business District, rather than a traditional apartment block. Al Masaood Developments was also supporting the sales efforts with a competitive low deposit finance plan alongside rent-like monthly payments. The aim was to convert renters into owners at a lower age then the norms. This was a new concept in home ownership in the region. Unlike other property developers in the UAE, the company planned to make investing in property simple by keeping processes transparent and uncomplicated.

The creative campaign was to launch the project to market. I was tasked with providing a full suite of digital content, to support the Advertising launch campaign. This included interiors, architecture, lifestyle and 360 images. The client had set out a very defined scope, mood boards and shot list, which we worked to and delivered and we also had to consider the need for content across numerous marketing channels. My team fully understood this challenge; we ensured images were shot in ways they could be used across websites (landscape) social covers and profiles (wide and shallow) square posts as an optimum format for multi-channel social posting, portrait shape for mobile and Snapchat, as well as very high resolution for outdoor and on-site POS. We worked seamlessly alongside the Creative Director, models, stylists and team to produce eye-catching images that answered the brief perfectly.

See more images here.

The Constellation: The Founder’s Memorial, Abu Dhabi

Posted on October 25th, 2020

Lighting solutions provider DPA Lighting

Established in 1958 by Derek Phillips, early commissions for DPA included The Mandarin Hotel in Hong Kong, Westminster Abbey and the original P&O Cruise Liner, The Oriana.

The Constellation project, completed in 2018, is perhaps their most iconic; a monumental public artwork that forms the centrepiece of The Founder’s Memorial in Abu Dhabi.

This permanent installation is a tribute to the UAE’s founding father, the late Sheikh Zayed bin Sultan Al Nahyan. The artwork was conceptualised and designed by artist Ralph Helmick, whose practice explores human perception through large-scale public sculptures and installations that invite optical discovery.

As Alex has been a UAE resident for more than 15 years, who has founded his own company here, he was thrilled to receive the invite to photograph this seminal work.

The Al Jalila Foundation Headquarters, Dubai Healthcare City

Posted on November 9th, 2020

GHD is one of the world’s leading professional services companies

Al Jalila Foundation is a global philanthropic organisation, dedicated to transforming lives through medical education and research.
It was founded by His Highness Sheikh Mohammed Bin Rashid Al Maktoum, Vice-President and Prime Minister of the United Arab Emirates (UAE) and Ruler of Dubai, to position Dubai and the UAE at the forefront of medical innovation. The centre is named after his daughter, Sheikha Al Jalila.

GHD led a multidisciplinary team to design and develop the headquarters in Dubai Healthcare City. It was crucial to capture dynamism and ambition of Al Jalila in the images.

From the outset, we understood the importance of capturing the innovative elements that were integral to the vision of both brands.

Nike Store, Dubai Mall, Downtown

Posted on November 9th, 2020

When Nike invited us to work with them to prepare for the opening of the new flagship store in Dubai Mall we were delighted. We were excited to take the opportunity to create images for such an aspirational global brand and to be trusted with their latest landmark project. 

The store was due to open imminently and Nike required images which captured the unique features and magnificent grandeur of their mammoth new store. What we delivered needed to demonstrate the carefully crafted design and intricate lighting of the spacious showroom. This included floor-to-ceiling typography and the world’s biggest Nike swoosh, which is illuminated by the Dubai Fountain after sunset.

We worked hand-in-hand with the Nike team from dawn until dusk to deliver the perfect images in the shortest time frame. We understood from the outset that a world-renowned brand such as Nike would require magnificent images to match their amazing new store, and we worked every moment to deliver on that challenge.

Luxury kitchens from Hacker, Germany

Posted on November 19th, 2020

InnerSpace is a luxury interior design company in Dubai

Hacker is the world’s leading luxury kitchen manufacturer, producing modern, beautiful kitchens with incredible functionality and design. Innerspace Dubai represents Hacker in the UAE, and is a true German home specialist, dedicated to creating beautiful, functional and timeless spaces.

Our long-standing relationship with Innerspace has seen us produce countless portfolios of these beautiful spaces, with the resulting images used across their marketing mix: PR, advertising and digital media. This has ultimately led to increased footfall into their showrooms.

Rixos Hotel, Saadiyat Island, Abu Dhabi for Accor Hotels

Posted on November 19th, 2020

Accor Hotels is the largest hotel group in the world outside the United States. Headquartered in Paris, the multinational group owns, manages and franchises hotels, resorts and vacation properties in over 100 countries. 

The brand has more than 4,200 properties in its portfolio with 250,000 employees worldwide. It comprises luxury brands such as Raffles, Fairmont, Sofitel, Novotel and Pullman.

Previously, Alex has photographed Accor Hotels properties for Fairmont, Swisshotel and Sofitel. It was wonderful to add the Rixos property to this portfolio.

Boasting its own private beach, Rixos Premium Saadiyat Island Abu Dhabi is located 3.7 kilometres from Louvre Abu Dhabi. It has 378 guest rooms and villas, along with an onsite spa, fitness centre and wave pool.

Although there was the challenge of an unfinished property, Alex found the Rixos Premium a true joy to shoot. The location on Saadiyat Island is magnificent and the property itself is truly stunning. Working with the global brand manager, who had flown in from Paris to oversee the shooting, was fantastic, as we could really nail the branding for each image.

Alex photographed all areas on the property, including:

  • Luxurious guest rooms and villas
  • Spa
  • Fitness centre
  • Private beach
  • Water park

Launch of Apple’s global GymKit in the UAE

Posted on November 19th, 2020

Apple’s global launch of GymKit

Apple is an American technology company known all over the world. It is the largest and most valuable tech company in the world.

Previously Alex has created images for Apple when the Dubai Mall flagship store opened, and when Chief Executive Tim Cook visited Dubai, Alex was the only trusted photographer by the brand executives. Subsequently, Tim Cook tweeted these images to his 13 million followers.

Apple’s director of fitness technologies, Jay Blahnik, came to the UAE to host a series of private demonstrations of the new products to media and influencers within the country

We were invited to document the products in use at the Address Boulevard in Downtown Dubai, the first hotel in the UAE to support the GymKit equipment. Alex and the team worked alongside Apple’s representatives to quickly create a range of striking images for use in showcasing the new technology to consumers in the UAE and around the world