Project name: Mama Shelter Business Bay Hotel Apartment “Identità Audace”
Location: Dubai, UAE
Year: 2025
Client: Khamas Group of Investment Co's L.L.C
Operator: MAMA Shelter
Services: Facade Design, Lead Architect, ID Development.
Consultants: Dynamic Design DMCC (PMO)
Floors area: 21.625 sqm
Rooms: 197
Apartments: 203
Category: 4*
Photographer: MAMA Shelter
ABOUT US
MMA Projects is a multidisciplinary and multicultural architecture and design studio based in Milan. MMA Projects works internationally in multiple sectors, from residential to commercial, from retail to hospitality. The team is driven by passion and united in the pursuit of beauty and excellence. Rooted in the finest traditions of Italian design, MMA Projects declares their love for craftsmanship and customization. Special emphasis is placed on the use of natural materials for their tactile qualities and their ability to give a building a sense of soul. The result is the development of projects blending functionality and poetry, technical skills, and aesthetic sophistication. A unique vision where forms are reduced to their essence, color palettes are soft, and harmony and balance are the ultimate goals.
MMA Projects is a multidisciplinary and multicultural architecture and design studio based in Milan. MMA Projects works internationally in multiple sectors, from residential to commercial, from retail to hospitality. The team is driven by passion and united in the pursuit of beauty and excellence. Rooted in the finest traditions of Italian design, MMA Projects declares their love for craftsmanship and customization. Special emphasis is placed on the use of natural materials for their tactile qualities and their ability to give a building a sense of soul. The result is the development of projects blending functionality and poetry, technical skills, and aesthetic sophistication. A unique vision where forms are reduced to their essence, color palettes are soft, and harmony and balance are the ultimate goals.
MAMA SHELTER BUSINESS BAY HOTEL AND BRANDED APARTMENTS
MMA Projects develops its business in the main fields of design, including luxury hospitality. In its portfolio, the project "Mama Shelter Business Bay Hotel and Branded Apartments" stands out, where the firm has contributed in the following areas: Facade Design, Lead Architect, ID Development.
The first Mama Shelter Business Bay Hotel Apartment in Dubai aims to be a true destination: a place where comfort, originality, and a sense of community come together to define the concept of hospitality, dining, and entertainment, all infused with the MAMA style, influencing the metropolis.
Mama Shelter Business Bay Hotel Apartment marks the brand's first presence in the United Arab Emirates and is the brand's first aparthotel in the world.
MMA Projects develops its business in the main fields of design, including luxury hospitality. In its portfolio, the project "Mama Shelter Business Bay Hotel and Branded Apartments" stands out, where the firm has contributed in the following areas: Facade Design, Lead Architect, ID Development.
The first Mama Shelter Business Bay Hotel Apartment in Dubai aims to be a true destination: a place where comfort, originality, and a sense of community come together to define the concept of hospitality, dining, and entertainment, all infused with the MAMA style, influencing the metropolis.
Mama Shelter Business Bay Hotel Apartment marks the brand's first presence in the United Arab Emirates and is the brand's first aparthotel in the world.
ARCHITECTURE
CONCEPT AND FACADE DESIGN
The building's structural volume was already established and could not be altered in shape, so the concept for the façade focused on texture, making it as precious as a jewel. The inspiration for the Mama Shelter Dubai façade stemmed from the desire to create a vibrant, engaging, and unmistakable brand identity within the context of Dubai. This allowed the brand's dynamic and fluid energy to be embedded in Dubai's skyline. The design captures the essence of the brand: a sense of movement, creativity, and bold individuality.
The façade was envisioned as a canvas, reflecting the city's energy and diversity, while also embodying the brand’s commitment to creating unique and memorable experiences. MMA Projects’ objective was to create a work of art. This led to the introduction of vertical decoration with LEDs that highlight the sparkle of a precious stone, while the lower part of the façade was designed with a faceted, reflective pattern reminiscent of a diamond.
The fluid lines and organic shapes evoke a sense of evolution and constant energy, reflecting the brand’s commitment to innovation and the creation of unique experiences. The selected design, with its vertical slats slowly transitioning into a fluid pattern at the center of the main façade, embodies the playful and unconventional spirit of Mama Shelter. This is a departure from traditional static façades, representing movement and energy, like a gust of wind breaking the calm surface of the ocean, or the soft, ever-evolving geometric pattern created by sand dunes.
The choice of bold black, though unconventional for Dubai, was intentional. It allows the tower to stand out against the lighter tones of surrounding buildings, creating a striking visual impact. Mama Shelter Dubai strikes a balance between luxury and accessibility. The large windows and transparent façade symbolize openness, allowing passersby to glimpse the vibrant interior atmosphere. This conveys the hotel as a place where people can gather and feel at home. Environmental impact was considered, and durable materials that require minimal maintenance in the desert climate were selected. The slat system also provides shading, contributing to the building's energy efficiency.
The building's structural volume was already established and could not be altered in shape, so the concept for the façade focused on texture, making it as precious as a jewel. The inspiration for the Mama Shelter Dubai façade stemmed from the desire to create a vibrant, engaging, and unmistakable brand identity within the context of Dubai. This allowed the brand's dynamic and fluid energy to be embedded in Dubai's skyline. The design captures the essence of the brand: a sense of movement, creativity, and bold individuality.
The façade was envisioned as a canvas, reflecting the city's energy and diversity, while also embodying the brand’s commitment to creating unique and memorable experiences. MMA Projects’ objective was to create a work of art. This led to the introduction of vertical decoration with LEDs that highlight the sparkle of a precious stone, while the lower part of the façade was designed with a faceted, reflective pattern reminiscent of a diamond.
The fluid lines and organic shapes evoke a sense of evolution and constant energy, reflecting the brand’s commitment to innovation and the creation of unique experiences. The selected design, with its vertical slats slowly transitioning into a fluid pattern at the center of the main façade, embodies the playful and unconventional spirit of Mama Shelter. This is a departure from traditional static façades, representing movement and energy, like a gust of wind breaking the calm surface of the ocean, or the soft, ever-evolving geometric pattern created by sand dunes.
The choice of bold black, though unconventional for Dubai, was intentional. It allows the tower to stand out against the lighter tones of surrounding buildings, creating a striking visual impact. Mama Shelter Dubai strikes a balance between luxury and accessibility. The large windows and transparent façade symbolize openness, allowing passersby to glimpse the vibrant interior atmosphere. This conveys the hotel as a place where people can gather and feel at home. Environmental impact was considered, and durable materials that require minimal maintenance in the desert climate were selected. The slat system also provides shading, contributing to the building's energy efficiency.
COLOR/LIGHTING
The black color palette and fluid lines challenge typical hotel design conventions, immediately marking the building as something distinct from a sophisticated hotel.
The illuminated slats at night amplify this effect, creating a pulsating, living façade that reflects the brand's vibrant personality. The faceted elements on the podium, sparkling like crystals in the sun, further contribute to the overall sense of playful luxury.
ILighting design was another crucial aspect. The aim was to create a subtle yet impactful effect, and with illuminated slats at night, the effect was amplified, making the façade appear to pulse with life, transforming after sunset and creating an atmosphere of intrigue and charm, reaching dramatic, theatrical lighting at night. The final result was the product of collaboration between the creativity of MMA Projects’ team and the technical expertise of lighting specialists. A system was developed to enhance the fluid effect of the slats at night without contributing to light pollution.
CONNECTION BETWEEN ARCHITECTURE AND LANDSCAPE
Thanks to the introduction of greenery and large windows reflecting the surrounding environment, the façade becomes an element of connection between the interior and the exterior. The integration of greenery in the façade emphasizes the intent to merge modernity with natural elements. Integrating greenery into an urban environment as challenging as Dubai’s, resilient plants and green wall systems were chosen to adapt to the desert climate.
MATERIALS
The façade had to be visually appealing, yet functional, especially to withstand Dubai’s hot climate. Considering environmental impact, durable materials like glass and steel were selected, ideal for the desert climate and low-maintenance. The large windows allow natural light to illuminate the interior, while the slat system that covers the building acts as solar shading, improving the building’s energy efficiency.
The combination of geometric forms, vibrant colors, and modern materials achieved the desired balance.
The lighting design further reinforces the building's identity, transforming its appearance after sunset and creating an enveloping atmosphere of intriguing charm. Lighting was a key aspect of the design process: the façade was equipped with a system that highlights the fluid motion of the slats without causing light pollution. The goal was to achieve an elegant yet striking effect, making the façade seem alive, pulsating with energy.
The idea was to make the façade dynamic, varying the lighting according to the time of day, emphasizing the building’s aesthetic qualities, with an intense and welcoming lighting during the day, and a more theatrical and subtle atmosphere at night.
The black color palette and fluid lines challenge typical hotel design conventions, immediately marking the building as something distinct from a sophisticated hotel.
The illuminated slats at night amplify this effect, creating a pulsating, living façade that reflects the brand's vibrant personality. The faceted elements on the podium, sparkling like crystals in the sun, further contribute to the overall sense of playful luxury.
ILighting design was another crucial aspect. The aim was to create a subtle yet impactful effect, and with illuminated slats at night, the effect was amplified, making the façade appear to pulse with life, transforming after sunset and creating an atmosphere of intrigue and charm, reaching dramatic, theatrical lighting at night. The final result was the product of collaboration between the creativity of MMA Projects’ team and the technical expertise of lighting specialists. A system was developed to enhance the fluid effect of the slats at night without contributing to light pollution.
CONNECTION BETWEEN ARCHITECTURE AND LANDSCAPE
Thanks to the introduction of greenery and large windows reflecting the surrounding environment, the façade becomes an element of connection between the interior and the exterior. The integration of greenery in the façade emphasizes the intent to merge modernity with natural elements. Integrating greenery into an urban environment as challenging as Dubai’s, resilient plants and green wall systems were chosen to adapt to the desert climate.
MATERIALS
The façade had to be visually appealing, yet functional, especially to withstand Dubai’s hot climate. Considering environmental impact, durable materials like glass and steel were selected, ideal for the desert climate and low-maintenance. The large windows allow natural light to illuminate the interior, while the slat system that covers the building acts as solar shading, improving the building’s energy efficiency.
The combination of geometric forms, vibrant colors, and modern materials achieved the desired balance.
The lighting design further reinforces the building's identity, transforming its appearance after sunset and creating an enveloping atmosphere of intriguing charm. Lighting was a key aspect of the design process: the façade was equipped with a system that highlights the fluid motion of the slats without causing light pollution. The goal was to achieve an elegant yet striking effect, making the façade seem alive, pulsating with energy.
The idea was to make the façade dynamic, varying the lighting according to the time of day, emphasizing the building’s aesthetic qualities, with an intense and welcoming lighting during the day, and a more theatrical and subtle atmosphere at night.
INTERIOR
ID DEVELOPMENT
The interior design of the project takes shape through a creative synergy between the Mama Shelter brand’s creative team, responsible for the aesthetic and narrative vision, and MMA Projects, which supported the process with strategic contributions in technical and regulatory matters.
MMA Projects played a key role in the development of the project, acting as a developer and local partner with expertise in the standards required by the Emirati market. Its contribution allowed for the translation of visual ideas into feasible solutions, ensuring compliance with the strict requirements of Dubai’s hospitality industry while helping to make the project not only aesthetically iconic but also technically solid and sustainable.
CONCEPT AND DESIGN
Interesting and unconventional by Dubai standards, the placement of all the common areas on the lower floors of the building proved to be a key element: restaurants, bars, pools, lounges, and even an outdoor cinema become accessible and open spaces, in line with the Mama philosophy. This level, open to the exterior and in direct dialogue with the street, becomes a point of attraction and connection: a raised square that avoids the isolation typical of exclusive rooftops, instead offering a model of inclusive hospitality that fully expresses the spirit of the Mama Shelter lifestyle hotel.
GROUND FLOOR
This approach is evident from the ground floor, where a distinctive design choice is made: two separate lobbies welcome guests, one dedicated to private apartments and the other to hotel rooms, ensuring differentiated functional pathways and a tailored experience. Upon entering the lobby, guests are immediately immersed in the typical "Mama mood": a pop, vibrant, and ironic atmosphere, where the bold use of colors and textures creates a playful and stimulating environment. The walls, animated by continuous display windows, obscure soft lighting that contributes to creating a sense of warmth and welcome, transforming the space into a unique visual and sensory experience.
The interiors of Mama Shelter Dubai are designed to lead the guest through a fluid and immersive experience: the two lobbies seamlessly connect to the brasserie and restaurant, creating a dynamic flow that crosses the main common areas. These spaces, designed for guests and open to passersby, face directly onto the street, opening the hotel to the city and encouraging active dialogue with the urban context. The interplay of textures, patterns, and colors, a stylistic signature of the Mama brand, characterizes all the common areas, generating environments full of personality, where every detail contributes to creating an engaging, vibrant, and deeply contemporary atmosphere.
FIRST FLOOR
The first floor is primarily dedicated to offices: it features four meeting rooms and a break room with a bar service. Like in every Mama hotel, this area is also open to guests, with rooms available for booking. The design of the meeting rooms stands out due to the use of movable walls that offer considerable flexibility in space configuration.
The adjacent offices are conceived as modular environments, whose size can be easily expanded or reduced depending on operational needs. This system allows the area to transform in real time, adapting to different contexts: from private meetings to group gatherings. A dynamic design solution aimed at maximizing versatility and optimizing the available space.
The interior design of the project takes shape through a creative synergy between the Mama Shelter brand’s creative team, responsible for the aesthetic and narrative vision, and MMA Projects, which supported the process with strategic contributions in technical and regulatory matters.
MMA Projects played a key role in the development of the project, acting as a developer and local partner with expertise in the standards required by the Emirati market. Its contribution allowed for the translation of visual ideas into feasible solutions, ensuring compliance with the strict requirements of Dubai’s hospitality industry while helping to make the project not only aesthetically iconic but also technically solid and sustainable.
CONCEPT AND DESIGN
Interesting and unconventional by Dubai standards, the placement of all the common areas on the lower floors of the building proved to be a key element: restaurants, bars, pools, lounges, and even an outdoor cinema become accessible and open spaces, in line with the Mama philosophy. This level, open to the exterior and in direct dialogue with the street, becomes a point of attraction and connection: a raised square that avoids the isolation typical of exclusive rooftops, instead offering a model of inclusive hospitality that fully expresses the spirit of the Mama Shelter lifestyle hotel.
GROUND FLOOR
This approach is evident from the ground floor, where a distinctive design choice is made: two separate lobbies welcome guests, one dedicated to private apartments and the other to hotel rooms, ensuring differentiated functional pathways and a tailored experience. Upon entering the lobby, guests are immediately immersed in the typical "Mama mood": a pop, vibrant, and ironic atmosphere, where the bold use of colors and textures creates a playful and stimulating environment. The walls, animated by continuous display windows, obscure soft lighting that contributes to creating a sense of warmth and welcome, transforming the space into a unique visual and sensory experience.
The interiors of Mama Shelter Dubai are designed to lead the guest through a fluid and immersive experience: the two lobbies seamlessly connect to the brasserie and restaurant, creating a dynamic flow that crosses the main common areas. These spaces, designed for guests and open to passersby, face directly onto the street, opening the hotel to the city and encouraging active dialogue with the urban context. The interplay of textures, patterns, and colors, a stylistic signature of the Mama brand, characterizes all the common areas, generating environments full of personality, where every detail contributes to creating an engaging, vibrant, and deeply contemporary atmosphere.
FIRST FLOOR
The first floor is primarily dedicated to offices: it features four meeting rooms and a break room with a bar service. Like in every Mama hotel, this area is also open to guests, with rooms available for booking. The design of the meeting rooms stands out due to the use of movable walls that offer considerable flexibility in space configuration.
The adjacent offices are conceived as modular environments, whose size can be easily expanded or reduced depending on operational needs. This system allows the area to transform in real time, adapting to different contexts: from private meetings to group gatherings. A dynamic design solution aimed at maximizing versatility and optimizing the available space.
THIRD FLOOR
The third floor represents the true heart of the entire building: a space that functions not only as a distribution hub but also as a social and relational core. Designed as a meeting and entertainment place, this level houses no less than four pools, each with its own identity and target audience. One area is designed for families and children, with more private spaces, a relaxed atmosphere, and bespoke details, such as a lively ice cream tuk tuk, adding a playful and informal touch.
Alongside areas dedicated to wellness and leisure, there is also an à la carte restaurant surrounded by greenery, enhancing the experience with a high-quality gastronomic offer in a fresh and convivial setting. This third floor is configured as a true suspended urban square, where architecture, entertainment, and hospitality merge in an inclusive, accessible, and surprising environment.
To complete the offering on the third floor, alongside spaces for relaxation and socialization, there is a well-equipped gym and two wellness areas dedicated to treatments and massages. These spaces, designed to offer moments of rejuvenating well-being, fit harmoniously within Mama Shelter’s philosophy: a balance between energy, comfort, and personal care in an informal yet carefully designed context.
The third and fourth floors are connected both internally via an elevator system and externally through a striking architectural staircase that becomes a scenic element, establishing a relationship between the different levels. This design gesture highlights the continuity of the spaces, maintaining an active dialogue between the various functions distributed across the floors.
GROUND FLOOR
The dramatic external staircase leads directly to the fourth floor, entirely dedicated to entertainment, leisure, and dining. Here, the Mama Shelter experience expands and enriches: a dining area with a grill and show kitchen greets guests, where the preparation of dishes becomes a spectacle and an occasion for conviviality. Adjacent to this, a lounge with a bar and a stage for live concerts form the beating heart of the social aspect of the project, alongside a secret bar, more intimate and private, and a second brasserie that further extends the gastronomic offer.
The vertical distribution of the spaces was designed with care to meet the specific functional needs of the aparthotel. In the hotel section, the lift lobbies are intentionally small: the last two elevators are exclusively dedicated to the apartments, so this area is closed and more compact. In contrast, the common areas feature larger lift lobbies, as elevators serving the apartments also access them, facilitating interaction and sharing between the two components of the project—the residential and the hotel sections — while maintaining differentiated pathways and access.
ROOMS
The rooms, located on the upper floors, offer breathtaking views of the Dubai skyline, providing a unique visual experience. As in all common areas, the private spaces also breathe the typical Mama Shelter style, characterized by an explosion of vibrant colors and furniture that evokes bold, playful textures, creating a dynamic and welcoming atmosphere.
MMA Projects' contribution was also decisive in these rooms: the technical approach made it possible to implement the design solutions created by the brand, transforming the custom-designed furniture into engineered objects that perfectly meet the standards required by the Middle Eastern market, ensuring a seamless fusion of creativity and functionality.
The third floor represents the true heart of the entire building: a space that functions not only as a distribution hub but also as a social and relational core. Designed as a meeting and entertainment place, this level houses no less than four pools, each with its own identity and target audience. One area is designed for families and children, with more private spaces, a relaxed atmosphere, and bespoke details, such as a lively ice cream tuk tuk, adding a playful and informal touch.
Alongside areas dedicated to wellness and leisure, there is also an à la carte restaurant surrounded by greenery, enhancing the experience with a high-quality gastronomic offer in a fresh and convivial setting. This third floor is configured as a true suspended urban square, where architecture, entertainment, and hospitality merge in an inclusive, accessible, and surprising environment.
To complete the offering on the third floor, alongside spaces for relaxation and socialization, there is a well-equipped gym and two wellness areas dedicated to treatments and massages. These spaces, designed to offer moments of rejuvenating well-being, fit harmoniously within Mama Shelter’s philosophy: a balance between energy, comfort, and personal care in an informal yet carefully designed context.
The third and fourth floors are connected both internally via an elevator system and externally through a striking architectural staircase that becomes a scenic element, establishing a relationship between the different levels. This design gesture highlights the continuity of the spaces, maintaining an active dialogue between the various functions distributed across the floors.
GROUND FLOOR
The dramatic external staircase leads directly to the fourth floor, entirely dedicated to entertainment, leisure, and dining. Here, the Mama Shelter experience expands and enriches: a dining area with a grill and show kitchen greets guests, where the preparation of dishes becomes a spectacle and an occasion for conviviality. Adjacent to this, a lounge with a bar and a stage for live concerts form the beating heart of the social aspect of the project, alongside a secret bar, more intimate and private, and a second brasserie that further extends the gastronomic offer.
The vertical distribution of the spaces was designed with care to meet the specific functional needs of the aparthotel. In the hotel section, the lift lobbies are intentionally small: the last two elevators are exclusively dedicated to the apartments, so this area is closed and more compact. In contrast, the common areas feature larger lift lobbies, as elevators serving the apartments also access them, facilitating interaction and sharing between the two components of the project—the residential and the hotel sections — while maintaining differentiated pathways and access.
ROOMS
The rooms, located on the upper floors, offer breathtaking views of the Dubai skyline, providing a unique visual experience. As in all common areas, the private spaces also breathe the typical Mama Shelter style, characterized by an explosion of vibrant colors and furniture that evokes bold, playful textures, creating a dynamic and welcoming atmosphere.
MMA Projects' contribution was also decisive in these rooms: the technical approach made it possible to implement the design solutions created by the brand, transforming the custom-designed furniture into engineered objects that perfectly meet the standards required by the Middle Eastern market, ensuring a seamless fusion of creativity and functionality.
