The First Group (TFG), an integrated property developer based in Dubai, has announced the launch of its unique and innovative lifestyle brand, The First Collection, which encompasses the firm’s portfolio of hotels, restaurants and leisure venues.

 

The launch marks a major step in the firm’s evolution that has long been recognised as one of the UAE’s leading property developers, thanks to its existing portfolio of 11 key properties, which includes Wyndham Dubai Marina, Millennium Place Marina and TRYP by Wyndham Dubai.  

 

Additionally, The First Group has a pipeline of seven upscale and upper-midscale hotels in development in Dubai, with many of these exciting new projects launching under The First Collection banner, along with a selection of The First Group’s existing properties that will be rebranded in the coming months. 

 

"The First Collection brings our assets together under one sophisticated brand, providing a platform for the development of exciting lifestyle experiences that leverage our core strengths while providing investors new opportunities to further capitalise on our long-term growth plans," remarked its CEO Rob Burns.  

 

"It will enable us to accelerate our expansion plans in new and existing markets, while ensuring strong brand recognition across our entire portfolio," noted Burns. 

 

Over the past several years, The First Group has diversified its operations, branching into key vertical markets, including property asset management and food and beverage (F&B) – with the latter earning the brand a formidable reputation as one of Dubai’s most ambitious and innovative hospitality operators. 

 

"This is thanks in part to the launch of MasterChef, the TV Experience – the world’s first restaurant based on the global reality TV phenomenon, located at Millennium Place Marina," stated Burns.   

 

"In recent months, the F&B team have rolled out equally exciting and original outlets including Japanese street-food inspired Ikigai at Millennium Place Marina, plus Lola Taberna Española and the Mediterranean-themed Soluna Restaurant & Lounge, both of which are located at TRYP by Wyndham Dubai. Each venue has received acclaim for delivering unique and exceptional dining experiences," he added. 

 

The First Group has appointed a dynamic team to oversee the long-term development of The First Collection’s hotel and F&B portfolio.

 

Renowned hotelier David Thomson, who spent two decades stewarding the rise of Dubai-based JA Resorts & Hotels will serve as Vice President of TFG Hotel Management; and renowned restaurateur, Mark Patten who previously managed F&B for Atlantis The Palm and Harrods of London will oversee The First Collection dining and entertainment division as VP Food & Beverage.    

 

The introduction of The First Collection will also signal an exciting new era for The First Group’s investors, who currently hail from 149 countries worldwide. 

 

The First Group’s unique investment proposition enables individual investors to purchase hotel guestrooms, earning annual returns and gaining access to an array of unique, high-value privileges via the TFG Owner Rewards programme, said Burns.  

 

"The launch of The First Collection will enable The First Group to further hone and develop our loyalty programmes, providing investors with access to even greater rewards and lifestyle experiences that reflect the broader ambitions of The First Collection portfolio," he added.-TradeArabia News Service