City Max Hotels

Project Description

Commissioned by the Landmark Group, SBD International was tasked with more than just architectural design—we were entrusted with the strategic transformation of a portfolio of unnamed hotel assets into a cohesive, modern brand: Citymax Hotels. This ambitious brief required not only architectural innovation but a complete visual and experiential identity that would define the Citymax name across Dubai’s competitive midscale hospitality market.

The project included the design of three prominent properties located in Al Barsha, Bur Dubai, and Business Bay. Each location was carefully considered to reflect both the Citymax brand ethos—young, efficient, energetic—and the surrounding urban context. Our design scope focused on optimizing functionality, brand consistency, and customer experience across all sites while respecting the local characteristics of each neighborhood.

The architecture balances smart spatial planning with playful urban design language—clean façades, modular room layouts, vibrant public areas, and rooftop F&B concepts that embody Citymax’s approachable luxury. The brand was further reinforced through signature color palettes, signage, and materiality that resonate with the Citymax identity across all touchpoints.

Whether serving tourists near Mall of the Emirates in Al Barsha, business travelers in Business Bay, or cultural explorers in Bur Dubai, each hotel now acts as a distinct yet familiar expression of the Citymax brand—a name now recognized across the UAE as a standard in affordable style and hospitality.