Travel and hospitality
February 27, 2026
The luxury brand has launched “Our Flame,” a short film written and narrated by award-winning Emirati poet Shamma Al Bastaki. Image credit: Jumeirah Group
By Amirah Keaton
Hospitality brand Jumeirah Group is using cinematic effects to convey its commitment to the guest experience.
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","iv":"b8cc68d45709f32a6def34b247501b56","s":"8d1e18c2ebd6cee9"}
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