Hotel & Residences

SLS Dubai

The Project

Fifth Estate was appointed to introduce and launch SLS Hotel & Residences in the Middle East. SLS marked sbe’s first SLS in the Middle East, but also introduced the latest evolutions of sbe’s culinary, lounge and daylife concepts including contemporary steakhouse, Carna by Dario Cecchini, Fi’lia’s honest Italian, Privilege day club and renowned mixology lounges.

To launch the SLS Hotel & Residences, Fifth Estate created a brand identity that was quirky, modern, unexpected, but profoundly elegant, setting the project apart from competitors.


SLS dubai



Project details

75 storey, 254 hotel tooms
371 apartments, 321 hotel apartments




Dubai, UAE


AEDAS Architects

Interior Designer

Bishop Design

Hotel Managed by


Opening Date



$550 million


Fifth Estate’s launch of SLS Dubai received several awards for branding, including the International Property Award for Development Marketing.

Project Scope
  • Brand strategy and positioning
  • Brand narrative
  • Brand identity and visual language
  • Commercial brochure
  • Print & outdoor campaign
  • Digital campaign
  • Outdoor branding
  • Website design & user interface

SLS Dubai

SLS Dubai, Brochure Detailing

SLS Dubai, Brochure Cover

SLS Dubai was designed to mirror the best the city has to offer, reflecting the famous Dubai lifestyle.

SLS Dubai, Brochure Foiling

SLS Dubai, Brochure Chapter Spread

SLS Dubai, Brochure Chapter Spread

The brochure created for SLS Dubai is quirky, unexpected and elegant, setting it apart from all its competitors. It’s classical grandeur, reimagined; it’s sophistication, with a twist, where the design elements combine seeming juxtapositions into a surprising and wonderful combination.

SLS Dubai

Elegance with a twist.

Showcases alluring and engaging Images, aimed to distinguish SLS from the luxury hospitality market in the region.

SLS Dubai Billboard

SLS Dubai Flags

SLS Dubai Building Reveal

SLS Dubai

SLS Dubai Floor Plan

Fifth Estate curated the disruptive impact of eye – popping color that is front-and-center in all of the creative, creating easy recognition and intrigue and allowing the consumer to easily differentiate the project.

SLS Dubai Placements

SLS Dubai Hospitality

SLS Dubai Hoarding

SLS Dubai

Fifth Estate uses the assets from the SLS brand, but in even bigger and bolder ways, tailoring the tone of voice, fresh imagery and d e sign to the regional context.

SLS Dubai Website Homepage

SLA Dubai Website Inner Page

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