VEO launch

Emaar Hospitality Group introduced VEO, a wellness and gym brand pitched as a community club rather than a standard fitness floor, opening first inside Emaar's own communities at The Lakes, The Meadows and Souk Manzil in Downtown Dubai with yoga and sound-healing classes on the schedule.

The brief

Residents of Emaar's Dubai communities who want a gym that feels like a community club.

The idea

Emaar Hospitality launched VEO, opening first at Souk Manzil, The Meadows and The Lakes with personalised programmes and classes such as yoga and sound healing.

What to borrow

A developer can turn its residential communities into a ready customer base for a new lifestyle brand.