Held at our Deira headquarters, the day was both a strategic milestone and a symbolic beginning - one that reflected how far we have come, and the collective vision that guides where we are headed.

 

 

The day opened with our Group leadership coming together under the theme ‘Our Unified Strategy for 2026.’ The session served as a shared platform to reaffirm our direction, our priorities, and our ongoing commitment to the Group’s long-term ambitions - a journey guided by Vision 2030.

 

Dr. Amina Al Rostamani, Executive Board Member, Director, and Chief Operating Officer, set the tone with a keynote address on The Journey to Vision 2030 - a reflection on how purpose, innovation, and resilience continue to define our evolution. Her address was followed by Mahesh Rohra, Chief Strategy and Business Development Officer, who outlined Building the Roadmap – Our 2026 Strategy, translating our shared ambitions into a clear, actionable framework for the years ahead.

 

Voices from across the Group highlighted the pillars that will drive this journey forward - innovation, customer experience, sustainability, data intelligence, and culture. Hala Kabarah, Head of Learning and Development, spoke on Fostering Innovation and Collaboration, reinforcing how continuous learning and cross-functional synergy will power our progress.

Mathew O’Donnel, Customer Experience Manager, focused on Elevating the Customer Experience as a defining measure of success, while Sara O’Hara, Chief Marketing and Communications Officer, presented Shaping a Sustainable Future and The Next Chapter for AWR Group - connecting our refreshed brand identity to our broader sustainability ambitions. Dr. Murat Zeren, Chief Information Officer, explored the Data Analytics and AI – 2026 Roadmap, highlighting how technology and insight will enable smarter, more agile decision-making across the Group.

Completing the session, Jade Woodward, Head of Brand Marketing, articulated Brand Foundations - the principles that will guide the expression of our identity as one unified Group. Caroline Hobeika, Chief Human Resources Officer, then shared reflections on Culture as a Strategic Enabler, highlighting the vital role our people play in driving this transformation forward.

 

 

The strategy session transitioned into a thematic lunch - Matters of Earth. This experience, curated exclusively for the AWR Group rebrand launch, celebrated the elements that sustain life: land, water, and air. Each dish was crafted using locally sourced produce, repurposed ingredients, and sustainable practices that embodied mindfulness and care for our planet.

 

The culinary journey was thoughtfully curated and brought to life by our very own DoubleTree by Hilton Dubai M Square, part of the AWR Properties portfolio - whose team translated the concept into a sensory journey grounded in flavour, rooted in nature, and mindful of the future.

The menu’s thoughtful design mirrored our Group’s values - grounded in respect for nature, rooted in authenticity, and conscious of the impact we leave behind. It served as a moment of pause and reflection, reminding us that sustainability is woven into everything we do - from how we innovate, to how we create, to how we serve.

 

 

The afternoon marked the unveiling of the new AWR Group Brand Immersion Centre - a purpose-built space that captures the essence of our journey: our legacy, our vision, and our transformation in motion.

 

Located within our headquarters in Deira, the Brand Immersion Centre brings to life the spirit of AWR Group through dynamic storytelling, interactive technology, and timeless design. It offers an immersive experience that bridges our past with our future - allowing every visitor to explore who we are, what we stand for, and how we continue to evolve.

Through guided tours, our leadership teams experienced the Group’s story as never before - through archival moments that honour our founders’ vision, narratives that reflect our shared progress, and interactive features that project our ambitions for tomorrow.

 

This space stands as a living expression of our identity - one that embodies unity, purpose, and progress. It was created for our people, to remind us all that every chapter written in our history has been shaped by those who believe in the power of what we can achieve together.

 

 

At the heart of this transformation lies something deeper - our role in the wider story of progress. We are not bystanders in that story; we are its driving force. Across our businesses, we create mobility, build communities, and connect opportunities - shaping experiences that move people and possibilities forward.

This is what it means to be purpose-driven: to know that every decision, every innovation, and every partnership contributes to a greater whole. If purpose is the heart of who we are, then our brand is the voice that carries it.

 

As our Chairman, Mr. Khalid Al Rostamani, shared in his message to colleagues, this rebrand marks “a redefinition of who we are becoming: bold in vision, grounded in values, and united by a shared commitment to Embrace Generation Next.”

The unveiling of our refreshed brand identity and the opening of the Brand Immersion Centre signal more than a visual evolution. They reflect the essence of what defines AWR Group - ambition shaped by heritage, innovation anchored in purpose, and progress guided by vision.

It is the start of a new era - one built on alignment, belief, and shared momentum as we move forward, united and focused on shaping the next chapter of our journey.