In Dubai, in the Business Bay district, the pop and unconventional language of MAMA Shelter meets the Italian design of MMA Projects. The result is Mama Shelter Business Bay Hotel and Branded Apartments : the brand’s first presence in the United Arab Emirates and, at the same time, the first MAMA Shelter aparthotel in the world . A project 4 stars (2025) that works on a double scale – skyline and daily life – and transforms the facade and common spaces into a declaration of identity.
MMA Projects, between project culture and international dimension
MMA Projects is a multidisciplinary and multicultural architecture and design studio based in Milan. He works internationally in sectors ranging from residential to commercial, from retail to hospitality, with an approach that seeks a balance between functionality and poetry, technical competence and aesthetic refinement. In his vision, the shapes tend towards the essence, the palettes remain sober, and the attention to natural materials and craftsmanship becomes part of the story.
Mama Shelter Business Bay, a hotel-apartment that behaves like a destination
Mama Shelter Business Bay Hotel Apartment presents itself as an urban destination: comfort, originality and a sense of community intertwine to redefine hospitality, catering and entertainment, bringing the “MAMA style” into the metropolis.
Facade as an urban jewel: the architectural concept
The volume of the building is enhanced by a precise idea: treating the facade as a precious texture, “like a jewel” . The inspiration comes from the desire to create a vibrant and engaging presence in the Dubai skyline, capable of translating the dynamic and fluid energy of the brand into architecture. For MMA Projects, the facade becomes a true canvas: it reflects the diversity of the city and the ambition to offer memorable experiences, up to declaring the most radical objective to create a work of art .
Vertical slats and fluid movement
The selected design works on vertical slats which slowly transform into a more fluid pattern in the central part of the main facade. It is a choice that differs from static facades: here the theme is movement, energy, a surface that “changes” like a natural pattern – from the wind on the water to the soft and evolving design of the dunes.
Black in Dubai, an intentional decision
The black palette – unconventional in the local context – is a stance. It serves to make the tower stand out from the lighter tones of the surrounding buildings and to create a clear visual impact, consistent with the boldness of the brand.
LEDs, sparkle and a diamond podium
The vertical decoration is emphasized by LEDs that illuminate in spots , to amplify the “precious stone” sparkle effect. The lower end of the facade, however, is designed with a multifaceted and reflective motif, like a diamond: a base that captures light and glances, and completes the narrative of the “jewel”.
Light as identity, without excess
At night, the illuminated slats amplify the personality of the building: thefacade appears pulsating, alive, theatrical. Lighting design is treated as part of architectural design, with a clear objective: to obtain a subtle but impactful effect, enhancing the fluid movement of the slats without generating light pollution . The result arises from the collaboration between the creativity of the MMA Projects team and specialized technical skills.
Materials and performance in the desert climate
The facade had to be not only iconic, but also functional: in Dubai resistance and maintenance are not details. For this reason, durable and low-maintenance materials were selected, such as glass and steel , suitable for the desert climate. The large windows favor natural lighting in the interior; the slat system also performs a solar shading function , contributing to the energy efficiency of the building.
Architecture and landscape: the integration of greenery
The facade also becomes an element of connection between inside and outside thanks to the introduction of vegetation and transparencies that reflect the surrounding environment. Integrating greenery in a complex urban and climatic context like Dubai requires targeted choices: resistant plants and green wall systems capable of adapting to desert conditions.
Interior design development: the synergy between brand and studio
The interiors take shape from a synergy between the MAMA Shelter creative team – responsible for the aesthetic and narrative vision – and MMA Projects, which supports the development with a strategic contribution on a technical and regulatory level. The studio acts as a developer and local partner expert in the standards required by the Emirati market, translating visual ideas into achievable and compliant solutions, for an iconic but also technically solid and sustainable project.
A social podium: why the common areas are on the first floors
An unusual choice for Dubai becomes a distinctive sign: placing the common areas on the first floors of the building. Restaurants, bars, swimming pools, lounges and even an outdoor cinema are transformed into accessible and open spaces, in line with the Mama philosophy. The level facing outside and in dialogue with the street becomes an elevated square : it avoids the isolation of the exclusive rooftop and offers a model of inclusive hospitality.
Ground floor, double lobby and continuity of spaces
From the entrance, the project defines two paths: a lobby for the private apartments and one for the hotel rooms, so as to guarantee differentiated functionality and a tailor-made experience. In the lobby you immediately enter the “Mama mood”: pop, vibrant, ironic atmosphere, with bold colors and textures. Continuous display windows, soft light and a sense of warmth transform the welcome into a visual and sensorial experience.
The two lobbies connect to the brasserie and the restaurant, in a fluid path that crosses the main common areas: spaces designed for guests and passers-by, overlooking the street, to open the hotel to the city and build an active dialogue with the urban context.
First floor, modular offices and meeting rooms
The first floor houses offices, four meeting rooms and a break room with servicebar. The meeting rooms adopt movable walls that allow flexible configurations; the adjacent environments become modular and transformable, from private meetings to group meetings.
Third floor, the suspended swimming pool square
The third floor is the social heart of the building: not only a distribution hub, but a relational fulcrum. Four swimming pools coexist here, each with a specific identity; one area is designed for families and children, with more private spaces and a playful element such as the ice cream tuk tuk. Next door, an à la carte restaurant surrounded by greenery, an equipped gym and two wellness areas for treatments and massages complete the experience.
The third and fourth floors are connected internally (elevators) and externally via an imposing architectural staircase, a scenographic gesture that reinforces the continuity and relationship between levels.
Fourth floor, entertainment and catering
The external staircase leads to the fourth floor: show kitchen and grill, lounge with bar, stage for live concerts, a more private secret bar and a second brasserie. The vertical distribution also responds to the needs of the aparthotel: in the hotel part the lift lobbies are smaller, while in the common areas they are enlarged, encouraging meeting and sharing between the residential and hotel soul, while maintaining differentiated access.
Rooms and apartments: Dubai view, Mama style, Middle East standard
On the upper floors, rooms and apartments overlook the city. The Mama Shelter style returns even in private spaces: bright colors and bold textures for a dynamic and welcoming atmosphere. The contribution of MMA Projects is decisive in the technical translation of design solutions, transforming the furnishings designed by the brand into engineered elements compliant with the standards required by the Middle East market.
Credits and contacts
MMA Projects Via Paganini 18/20, 20825 Barlassina (MB) Italy info@mmaprojects.com www.mmaprojects.com
PR & Communication : OGS PR and Communication Via Koristka 3, Milan 20154 Italy info@ogscommunication.com www.ogscommunication.com / press.ogscommunication.com
Questions and answers about the project
Who signed the façade project and the architectural development?
MMA Projects handled Facade Design, Lead Architect and ID Development, in collaboration with consultants and project operators.
How many rooms and apartments are planned?
The project includes 197 rooms and 203 apartments .
What is the distinctive element of the facade?
A black leather with vertical slats that transform into a fluid pattern, an LED system for a sparkling effect and a faceted base, like a diamond.
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