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":"8ebe20efe59e3645affbe36391679105","s":"d9cf949fefa06183"}
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