Haus of Hendricks has led the launch of HQ by Rove, a first-of-its-kind hospitality-branded office concept in Dubai’s Business Bay. The campaign positions HQ by Rove as a new benchmark for modern workspaces in the region while driving awareness among regional and international investors by highlighting its blend of lifestyle amenities, modular workspaces, and Rove Hotels’ signature DNA.
“At Haus of Hendricks, storytelling sits at the heart of everything we do. We don’t just execute campaigns, we build stories that define brands. When we took on HQ by Rove, our goal was to create more than a visual identity. We wanted to capture a cultural shift in how people work, live, and connect. From the beginning, our creative direction was rooted in being bold, different, and purpose-driven, setting a new standard for how hospitality-branded workspaces are introduced in the region,” says Sarah Rassam, Account Manager at Haus of Hendricks.
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The inspiration behind the campaign was centred on “Work Meets Lifestyle,” which Haus of Hendricks used as the foundation for its storytelling approach. The design and concept seamlessly blend business with lifestyle, reflecting HQ by Rove’s mission to inspire creativity, enhance productivity, and build a strong sense of community across its spaces.
The campaign targets businesses of all sizes, from startups to corporates seeking flexible office solutions, as well as lifestyle-oriented professionals who value amenities, wellness, and community alongside workspace.
“Our focus was not only on what the brand looks like, but on how it makes people feel, inviting professionals to experience work through a new lens,” says Rassam.
The campaign was rolled out across multiple channels to showcase HQ by Rove’s modern, lifestyle-driven concept. Organic and paid campaigns on Instagram, Facebook, LinkedIn, YouTube, and TikTok helped connect directly with both B2B and lifestyle audiences. On-ground activations included a Zeppelin flown across Dubai for an entire week, featuring a QR code that redirected to HQ by Rove’s official website to generate anticipation ahead of the launch. Two weeks later, the official reveal took place at the Museum of the Future, where speakers from IRTH Group and project collaborators presented the concept to an audience of industry leaders and media. Pre-event, event, and post-event PR coverage amplified visibility across regional and industry publications.
“These channels were chosen to highlight the project’s modern and lifestyle-driven concept while reaching the right audience online. Digital and social platforms helped us connect with professionals and businesses directly, while the on-ground activations brought the brand to life through real experiences that people could see and feel,” says Rassam.
Haus of Hendricks oversaw branding and production, collaborating with Zebra on interiors, Studio Create on landscaping, and StudioFeel on art. The campaign includes the brand film, photography, social-first content, brochures, and event production, creating a cohesive and immersive brand experience. The campaign deliberately did not feature celebrities or influencers, keeping the focus on the concept itself and demonstrating that a strong idea can command attention independently.
Launched online in Q3 2025, the campaign will continue to evolve until HQ by Rove opens in 2029, running regionally across the GCC and internationally. The campaign’s success is measured through both digital and on-ground impact, including website traffic and QR scans from the Zeppelin, social reach and engagement, the volume of inquiries and conversion into sales discussions, attendance at the launch event, and regional media coverage.
“For Haus of Hendricks, HQ by Rove stands as one of our most comprehensive integrated projects to date – a true showcase of our ability to connect strategy, storytelling, and design under one creative vision. It reflects our belief that the best brands are those that feel alive, that engage through emotion and clarity in equal measure. At its core, this project is a testament to what happens when creativity meets purpose, and when storytelling becomes a strategic tool for shaping how brands live in people’s minds. It’s a showcase of what we do best: building brands that resonate, connect, and last,” says Rassam.
The campaign’s success was measured through both digital performance and on-ground impact, focusing on awareness, engagement, and conversion. Key indicators included number of inquiries and leads received through the website and social media, conversion of those leads into sales discussions, growth in followers, reach and engagement on Irth and Rove’s social platforms, media coverage and mentions across regional and industry publications, attendance and participation at the launch event, HQ by Rove website traffic and QR code scans from the Zeppelin activation.
While the project itself is based in Dubai, UAE, the campaign is running regionally across the GCC and internationally.
Credits:
- Campaign: Launching HQ by Rove
- Client: IRTH Group and Rove Hotels
- Creative concept: Haus of Hendricks
- Film production: Haus of Hendricks
- Zebra, on interiors
- Studio Create, on landscaping
- StudioFeel, on art
