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New vision for Sheraton Jumeirah Beach Resort & Towers

Travel News Asia 9 December 2002

Ending 2002 on a high note, the renovated Sheraton Jumeirah Beach Resort & Towers has won approval from both guests and Dubai residents for its new look, following a four-month renovation project that has transformed all areas of the hotel, from rooms to restaurants.

According to general manager, Jorg Heyer, the contemporary chic design has been seen as a complement to the distinctive stepped architecture of the six-year old building.

We knew that a fresh look was needed and were confident that it would win praise from those coming in to the hotel, whether for the first time or on a repeat visit, he said. But, we are delighted at the reaction so far, both for the new room design and the restaurant environment, which is more in keeping with todays tastes.

The decision of the owners to reintroduce the hotel with a new look has paid dividends and will underscore its position as the anchor on the Jumeirah beachfront in the years to come.

At the Sheraton Jumeirah Beach Resort & Towers, all rooms and suites have been renovated with custom-designed furnishings and fabrics, new tiled floors and fully inter-active televisions offering direct Internet access, Sony play stations and on-screen access to services such as in-room dining and destination information.

Design consultants Wilson & Associates, with a portfolio that includes a spectrum of global hotel interiors, also introduced a new look for the lobby, restaurants and public areas, featuring warm woods, rotunda lounges, use of preserved palm trees in the atrium lobby, and a continuing leaf theme throughout the dcor.

While providing Sheraton standards, service and style, we also wanted to welcome guests in to a relaxed and comfortable environment, explained Heyer. The new look combines casual elegance with a Mediterranean resort feel, and we now know it is a hit.

Restaurants concepts designed to appeal to both leisure and business guests, range from The Grill Room, a stylish brick and wood restaurant with open kitchen featuring fresh Australian meats and New World wines, to the Peacock, a revamped Zen-style Chinese restaurant with a menu acknowledged as among the finest in Dubai.

In addition, the Moods jazz and cocktail bar provides late night entertainment, with a garden terrace alternative for al fresco evenings, while The Coffee House and The Palm Garden cater to all-day dining and refreshment requirements.

With work nearing completion on the Wellness Centre, pool restaurant and Towers lounge renovations, we will have a totally new hotel product, said Heyer. And, its one that is increasingly appealing to both business and leisure travellers.

The construction projects focused on Jumeirah, which include the Dubai Marina, The Palm islands project, Internet City and Media City, as well as a number of residential complexes, are shifting the focus of Dubai farther to the west, and the Sheraton Jumeirah Beach Resort & Towers occupies a prime location in the midst of this development.

When the marina is completed, we will offer water views from practically all our rooms, explained Heyer. There will be apartments, commercial activities and a range of leisure attractions, while in the business parks, we already have the likes of CNN and Reuters, Sony Ericsson and Microsoft Jumeirah is becoming the hub of Dubai and our location is a prime asset.

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