First TROJENA hotels to be operated by Ennismore

Saudi's futuristic mountain ski resort inks deal for 25hours and Morgans Originals

The inaugural hotel partner for the TROJENA project in Saudi Arabia has been revealed as Ennismore.

Revealed earlier this year, TROJENA aspires to be a new year-round mountain resort offering outdoor skiing with a number of ski runs – an experience never before offered in the Gulf countries which is akin to desert climates. The project, slated to launch in 2026, also features a ski village, ultra-luxury family and wellness resorts, retail stores and restaurants, watersports and mountain biking, as well as an interactive nature reserve.

Ennismore operates 13 brands, including Delano, Mondrian, SLS, SO/, Hoxton, Morgans Originals and 25hours Hotels, plus hospitality and work-from-home brands.

The agreement between Hotel Development, the NEOM division responsible for building TROJENA, and Ennismore, will see two the development of two brands at the futuristic site – 25hours Hotels and Morgans Originals.

TROJENA will be a year-round mountain resort

“Our partnership with Ennismore echoes our mission to pioneer in the space of experiential hospitality in a way that shapes the future of hotels in the Kingdom and beyond,” said Chris Newman, Executive Director, Hotel Development at NEOM. “With a shared passion for developing differentiated and imaginative hospitality concepts, we look forward to seeing this relationship – and others like it – flourish.”

Philip Gullett, Executive Director and Region Head, TROJENA, said: “The mountains of TROJENA are set to become one of the most awe-inspiring destinations the world over. Both 25hours Hotels and Morgans Originals are ideal brands for TROJENA as we look to deliver extraordinary experiences for residents and visitors seeking luxury, adventure, entertainment, livability, and escape from the status quo.”

The 25hours team, together with founder Christoph Hoffmann and Berlin’s Studio Aisslinger are working on a bespoke story and design concept for TROJENA. The narrative is inspired by the futuristic architecture of the building and will include nods to science-fiction movies as well as to the alpine heritage of the brand. The 25hours Hotel will have an in-house cinema, a farm-to-table restaurant, a bike workshop with co-working, as well as a rooftop restaurant with pool.

TROJENA mountain resort - part of the NEOM masterplan in Saudi Arabia

The Morgans Originals hotel will be designed to transport guests from the surreal and natural landscapes of TROJENA, into a world rooted in the iconic cultural legacy of the brand. The hotel will feature four world-class dining outlets and a 2,000-metre destination spa and bathhouse, in addition to an architecturally significant ski slope roof and rooftop pool bar overlooking the dramatic TROJENA mountains.

The hotel will also feature an eight-story vertical core with microclimates and immersive art experiences that will showcase the individuality of the brand.

Main construction work on the ski village is due to begin at the end of 2022.

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