LUVYA, HATEYA: Festival Cements FIVE as Dubai’s 18-30 Destination
Incredibly cool, or just very, very noisy, the FIVE Hotel is likely to split thinking down the middle. Those younger than 30 lazing about on its whiter-than-white furniture probably think they have died and gone to heaven. Those older, well, still dead… just in that other place.
The positioning will be amplified by FIVE’s new ‘Festival’ – LUVYA, a name that simply oozes Generation Z, Millennial cool. Just take a peak at that 18-30 holiday promo:
LUVYA will “bring together music, food, art and fashion for a unique beach, basement and rooftop experience”, and takes place from December 12th to December 14th.
“FIVE has disrupted the luxury travel segment by creating an experiential-focused philosophy, which puts design, music, food, fashion, and entertainment at the forefront of our millennial guest experience. LUVYA brings all of these elements together to create a luxe five-star lifestyle extravaganza like no other.” Official statement.
British singer, songwriter, rapper, DJ and producer Craig David will bring his “infectious urban sounds” to the mainstage, while dance music “sensation” Lost Frequencies will “fly in from Belgium” (we would have surprised had he come by boat), bringing “his contagious energy and electrifying show to Dubai’s famous archipelago”.
As a note, an archipelago is a group of islands. The Palm Jumeirah, as far as we were aware, is a single island. The dangers of handing out a thesaurus…
“The much-loved British production trio Disciples will also perform mainstage at FIVE’s stunning beach.”
Guests will find LUVYA’s second stage located at Dubai’s “famous and popular celeb hangout”, The Penthouse. French DJ and producer Klingande will take over the sky-high stage, while DJ and producer London duo, Eli & Fur, are set to take over the decks.
A little bizarrely, LUVYA will see parts of the five-star resort transformed into a runway as fashion designers bring the festival’s fashion show to life. Art installations will also sweep through the festival, while local and upcoming artists will create artworks live throughout the three-day extravaganza. The creative world of LUVYA will be complete “with a wonderful array of food choices” from Japanese, Chinese, to Italian and international street food.