Inside 25hours Hotel. Secrets, Stories, And Guests

by Alexandra Mansilla

Inside 25hours Hotel. Secrets, Stories, And Guests

6 May 2024

On April 20th, the 25hours Hotel Dubai One Central celebrated its second anniversary. We caught up with Mads Wolff, the hotel's General Manager, to hear about the past two years, the inspiration behind the hotel's design, and how the industry has evolved. And, of course, to uncover the mystery of... rubber ducks.

Before you dive into the interview, here is a tip: make sure to check out this spot. Come as you are.

— So, 25hours hotel is two years old now. Do you remember the first day when it was just opened?

— Although I remember the first day vividly, one of the most memorable early experiences occurred 10 days after the opening, on New Year’s evening. When you open up a new property, and everything is new, you don't know what is going to happen when you turn on one switch. It was raining one evening, and the basement was flooded with water. The whole night, I was sweeping water in the basement with housekeeping and room divisions. Later that day, another issue happened from one of the venue's ceilings. With so many challenges, I went to bed at six o'clock the next morning after everything was sorted.

This is when you really discover how big the property is and that you don't know what will happen. The teams were still new, and we were in a learning process of how to operate properly. On that day, I came to understand the incredible pre-opening team I have built and the importance of good people and fostering teamwork. It inspired me to keep seeking out individuals who embody genuine human and professional values. This memorable experience shed light on what the 25hours tribe represents — a collective of exceptional individuals who contribute their diverse perspectives, backgrounds, values, cultures, and knowledge.

— Let’s compare the hotel's first days to its current days. What has changed?

— We are interested in everything, from furniture pieces and suite decorations to concepts.

A property like 25hours Hotel ages very nicely. I actually think the lobby looks better today than when we first opened because of natural wear and tear. It actually looks good in this property, maybe because of the homey feeling, fabric, and textiles it is made of. So, it is quite a different look and feel today. At the same time, we keep on adding new art pieces, greenery, decorations, and concepts to keep evolving.

The company's culture has also been established. With more than 400 team members, many have been with me since the pre-opening. Through constant learning and improvement, we have created an environment that transcends from inside to outside. This is reflected in the welcoming community we have built at 25hours, which greets and connects people as soon as they step into the lobby. It is the people and their bond with this place that truly make it special.

Looking at our business achievements over the past two years, I am proudest of the success we have had with many projects, such as bringing the unique concept of Monkey Bar, first created and established in Berlin, to the property in Dubai, turning it into one of the must-visit F&B destinations in town.

— What impression did the hotel make on the local audience?

— When you view the 25hours Hotel from a distance, it appears pretty small compared to the surrounding skyscrapers. When we first opened our doors, people didn't expect it to be a playground for imagination, art, culture, and design. Even today, visitors are surprised and impressed. As they enter the lobby, they are greeted by the Fountain of Tales and drawings floating above their heads on the ceiling. Books are everywhere. What truly sets us apart and resonates deeply with the local audience are the elements that evoke nostalgia and a sense of connection to the past and future of the region. Our homage to analogue technologies, such as vinyl records, struck a chord with guests who enjoyed reconnecting with simpler times. Every corner holds an element that ties into the local story. Additionally, we are a cheeky brand, knowing how to make noise from time to time.

— What is the meaning behind the name of 25hours hotel?

— "25hours Hotel" embodies the idea that 24 hours simply aren't enough to make the most of what our 15 hotels around the world offer. It is about an experience transcending the ordinary by contemplating, “What would you do with that extra hour?” Within our space, it is an invitation to be part of something different and more.

— The words above the entrance, "come as you are" — whose idea was it? Who created the copy? Were there any other words, and why did you choose this one?

— Christoph Hoffmann, the founder of our company, envisioned spaces that convey a message of inclusivity and openness, inviting guests to feel comfortable and at ease from the moment they step through our doors. After all, we are their home away from home, and we like people. Hence. the idea behind the words "come as you are" was born.

By choosing these words, we aim to go far beyond the usual style of hospitality, creating an atmosphere that encourages expression and fosters meaningful connections. It is a reminder to both our team members and guests that we embrace diversity, celebrate individuality, and believe that being true to oneself is the best way to experience the world.

Instagram: @25hourshoteldubai

— Woods Bagot designed 25 Hours Hotel Dubai. Why did you choose this studio?

— Woods Bagot has been very adept at executing Christoph Hoffman's vision of 25hours. The creative concept of 25hours originates from Christoph Hoffman and the iconic think in Hamburg, where our head-office team is located. They conceived the idea of having different 25hours hotels all over the world, following the motto "You know one, you know none," emphasizing the uniqueness of each location.

From Europe to the Middle East, the Dubai property relates to the story of the past and the opportunities of the future, symbolizing the journey from the desert to the moon, from analog to digital, and everything in between. This is the narrative of 25hours Hotel One Central.

We have the Hakawati, the storyteller of the desert, and from there, the Hakawati Suite was born. I believe Woods Bagot has done an excellent job of bringing Christoph Hoffman's vision of the first 25hours outside of Europe to life, giving it the attention, it deserves.

— The Woods Bagot team worked on the storytelling of the design of the ancient Nomads and Bedouins; weaving their tales into the modern days where the local heroes meet the world travellers. Why did you want to focus on this? Can you explain in certain details how this storytelling was made?

— A bit of the answer, I believe, is on the previous question. However, the story begins with Christoph Hoffman’s perspective of the Middle East. His vision of 25hours has always been to have one property different from another. For 25hours Hotel in Dubai, he explored the theme of time. From the desert to a metropolis, from digital to analogue, this place illustrates this growing phase of Dubai in a creative way.

Instagram: @25hourshoteldubai

— The 25hours hotel is a masterpiece. Can you describe in your own words what experience you offer to your guests?

— At 25hours Hotel, we make you feel at home, but with a twist of fun you won't find elsewhere in the city. Our place attracts all kinds of people, "come as you are," each adding their own vibe to the mix.

With our coworking spaces and Nomad Day Bar, we have established ourselves as one of the main community areas in town to work and hang out. You can spend your day chilling in our common areas, making real connections over a coffee or meal in our courtyard or by the Fountain of Tales. Food-wise, we have got Tandoor Tina serving up a mix of modern and traditional Indian dishes, Ernst Biergarten for those craving German classics and a wide range of beers, and Monkey Bar for those looking for something a bit of fun.

Due to our location, One Central, we also cater to a large corporate audience. Our one-of-a-kind meeting spaces attract a range of brands and companies for events, conferences, and meetings. They seek our venue for its chill, cozy, and modern environment, which sets us apart from other hotels and coworking spaces in town.

And of course, let's not forget about our rooms! With 434 units split into four categories, including the Bedouins and Glamping rooms, the Farmstay and Artist Village Suites, and the presidential Hakawati Suite, guests are in for a truly unique and cozy stay. Everything has carefully curated designs that make you feel right at home.

— How would you say the hotel industry has changed in the past 10 years?

— The hospitality industry is changing fast, but some hotels still seem stuck in the past and the meaning of luxury. It is important to stand out and bring real value to the culture and people. As I mentioned before, we have found our way by doing things differently. We need to keep pushing boundaries and not stick to old rules. There is so much we can discover if we are open to trying new things and breaking norms in hospitality every day.

— Would you say Dubai played any special role in the development of hospitality?

— Absolutely. Dubai is one of the places with the most properties in the world. It has a very diverse portfolio of hotels ranging from ultra-luxury to budget hotels to holiday homes. Everything is existing and co-existing here. Demand varies from high-end to low-end and everything in between. Then you have the whole lifestyle segment, which I believe also has a significant reinterpretation of what it means and will mean in the future. So, for sure, Dubai, UAE, as a whole, plays a massive role in hospitality, and 25hours Hotel One Central is one of the motors of the redefinition of certain usual practices in the industry.

Instagram: @25hourshoteldubai

— Because of books and movies we have gotten used to the idea that there are secrets in the hotel, there is something hidden. Are there any secrets in 25hours hotel?

— Every corner in 25hours Hotel One Central holds a story. Each person who visits the hotel brings their own experiences and connections to the space. Love stories, dramas, moments of fun, and setbacks are all part of everyone's life, and the hotel is a place that embraces it all. The magic happens when all these elements come together, and I will leave the mystery to spark each person's imagination about the different memories and spaces the hotel offers. You might notice on our LED panel in the coworking area on the first floor: "What happens in the desert, stays in the desert."

— Who was the most interesting guest during these two years?

— Let me tell you one of our most recent stories. Domingo Zapata, a renowned Spanish artist known globally for his incredible artwork, initially booked a week-long stay with us in the middle of last year, 2023. However, upon arriving at our property, he found the creative atmosphere so inspiring that his stay extended to a month.

He crazily surprised us with a hotel painting intervention in the Artist Village Suite — he painted the walls, doors, and all the interior design of the suite, giving it a touch of his unique artwork. This intervention went viral on social media. After this period, we set up an artist studio for him to further cultivate his artistry, and he created an impressive collection of more than 15 paintings.

A few months ago, we celebrated this collaboration with a fantastic party showcasing the art pieces he painted during his time at the hotel. Now, he has made Dubai his permanent residence, extending his stay to our Hakawati Suite throughout the whole year of 2024. Can you understand from this story what is behind our core "come as you are"?

— What was the largest amount of days a guest stayed here?

— We have had guests staying for two years. Some moved in three or four months after the opening, so they have been here for almost two and half years now.

— Can you share a story that still embarrasses you?

— One morning, I arrived at the hotel really early, around six o'clock. In the hotel's concept store — 25hours Things Shop, I noticed a big display of rubber ducks. Suddenly, I got the idea to release hundreds of them into the fountain to swim around. Since it was so early, nobody saw me do it. I thought people would be surprised and curious, maybe even take pictures and post them online. But to my surprise, nobody seemed to notice or care. After two days, I removed the ducks from the water, and I have been acting like nothing happened ever since.

by Alexandra Mansilla