It’s 9am on a characteristically sunny Doha morning and Esquire is sat at contemporary coffee house EllaMia with Mikel Ibrahim, General Manager Mondrian Doha and Regional VP Sales & Marketing Middle East.
“I can’t do without my morning coconut latte,” he says. “I need to have two before I start functioning.” It’s little surprise given the scope and remit of his work. Having arrived in Doha five years ago as part of the Mondrian Doha launch team, and leading the opening of SLS Dubai last year, he has become synonymous with the Ennismore brand. Last year, he was named Marketing and PR Person of the Year by Hotelier Middle East, reflecting his role as one of Ennismore’s driving forces in the region. “I know when my day starts,” he says, “but I never know when it will end.
SLS Dubai, a property that alchemically combines bespoke service with elegant styling and refined detail; and Mondrian Doha, with its groundbreaking design and progressive programming, are about more than just travel. They are destinations in themselves, bound up with the notion of lifestyle and exuding a quality that prides itself on feeling playful, unique, and above all, unexpected.
“I love both of these properties,” Mikel tells Esquire. “The openings marked the first entry of the respective hotels into the Middle East. For me, it was crucial to understand not just the brand but also the culture here.” With a focus on bringing something different and cutting-edge to the region, how does he maintain that sense of novelty? “You need to be aware of what’s happening in the world as well as in the market. I want the properties to feel very much ‘now’, and they need to relate to the audience at every level. I believe in being unique and different, and that finds its way into my approach. It’s not about what other places are doing – I respect their ideas and success stories of course, but I prefer not to be influenced.”
Mikel’s vision extends to every aspect of the hotels. “I get bored easily,” he says. “If you ask me what my favourite perfume is, I’ll tell you that it depends on the day. For me, it’s important to keep things fresh. As you entered Mondrian Doha today, you’ll have noticed there is a new scent in the lobby and a new flower arrangement featuring new colours. There are also new amenities in the room, and I’m introducing new uniforms. You can also find that sense of newness in the menus we deliver, the packages, and more generally in our creative approach. I hate routine. As in the fashion world, which is close to the DNA of the brand, it’s important to mix things up. Most significantly, it’s about working with the team. This year, I introduced Mondrian Number 5 as part of our fifth year anniversary. Five team members volunteered to be part of a group that gives me feedback on every element of the hotel. They are on the frontline, interacting with the audience, they know what the guests need, and what they want to see done differently.”
That vision finds its way into a series of inventive videos created as part of the hotel openings. In 2018, the Mondrian Doha ‘Our Time is Now’ feature film won Best Film from the Middle East and Africa region at the prestigious 2018 Berlin Fashion Film Awards beating out a calibre of international films from brands such as Prada, Tom Ford and Gucci. “We were elated at the news,” recalls Mikel. “It wasn’t just a win for us as a hotel, but for Doha as a creative hub for innovation, art and design. We worked with our creative film partners, The Film House, to capture the spirit of the Mondrian brand, Marcel Wanders’ design, and the essence of Mondrian Doha in this film.”
For SLS Dubai, it was about creating something new. “It’s a different country and I never want to repeat myself. At the same time, this is a sister property and the same DNA needs to be reflected. The launch video was about showcasing the property’s major attractions combined with elements of the opening party. For the first year anniversary, you will see something different again.”
That sense of novelty has seen the hotels garner a major celebrity following. Mondrian Doha has hosted the likes of David Beckham, Justin Bieber, and Jennifer Lopez. “Jennifer’s stay was so special,” recalls Mikel. “She was performing in the ballroom and after arriving on a 14-hour flight, she wanted to go directly to the stage. She’s such a professional. I escorted her to the suite that evening, and later that night I was watching MTV and saw that something that had gone viral from Doha. It was the video she had posted of her entry to the suite. It was incredible. Having her perform in the hotel for 30 minutes is something I will never forget. In her meet and greet with guests, she was so interactive and so genuine. She for me is a real star.”
For many such guests, the relationship they develop with the hotels is long-term. “Our first celebrity guest at Mondrian Doha was Paris Hilton. She came for the opening of Black Orchid. It was such a fun weekend with her. She was so lovely. She still sends us happy anniversary messages and has kept in touch.
In SLS Dubai, we’ve also had many notable guests. Haifa Wehbe created such a huge buzz when she attended our launch event. She’s a remarkable lady, who really appreciates every single detail. Her aura is just amazing. She’ll be joining us for her third stay soon.”
With the World Cup and the Mondrian Doha fifth anniversary celebrations kicking off this year, Mikel is planning a range of suitably exciting activations. “We have so much coming up, including the launch of Taste of Mondrian, which will welcome celebrity chefs for a special event in the ballroom. It’s such an important year, also because as we emerge from the global pandemic we want to enjoy being alive and to make the most of every opportunity.”