The First Group debuts new lifestyle brand

Integrated global property developer, The First Group, has introduced a unique and innovative lifestyle brand, The First Collection, which encompasses the firm’s portfolio of hotels, restaurants and leisure venues.

The launch of the brand marks a major step in the firm’s evolution that has long been recognised as one of the UAE’s leading property developers, thanks to its existing portfolio of 11 award-winning properties, which includes Wyndham Dubai Marina, Millennium Place Marina and TRYP by Wyndham Dubai.

Additionally, The First Group has a pipeline of seven upscale and upper-midscale hotels in development in Dubai, with many of these exciting new projects launching under The First Collection banner, along with a selection of The First Group’s existing properties that will be rebranded in the coming months.

“The First Collection brings our assets together under one sophisticated brand, providing a platform for the development of exciting lifestyle experiences that leverage our core strengths while providing investors new opportunities to further capitalise on our long-term growth plans,” commented Rob Burns, Chief Executive Officer of The First Group.