Brand Story

A story about the most beautiful Emirate of them all…

Cradled between a mountain high and the Arabian sea, through sparkling beaches and sprawling spaces.

A view that stretches across a glittering gulf , held by the terracotta sands of an ancient desert.

And in between, an emirate – captivating, globally connected and spiritually authentic.

It's a place where you’re greeted with generosity of spirit and your curiosity is rewarded.

Give in to adventure. Give in to history. Give in to luxury.

Just…give in.

Whether you’re a seeker of adventure, an explorer of customs as old as time, on a quest for yourself, or with your loved ones.

Unplug and refresh. Because here, in this place, you’re welcomed with a promise: It won’t be easy to leave.

And as you hike up that mountain, you’ll awake and see beyond the horizon, beyond yourself…

…beyond a journey.