Skip to content
Development

Cheval Collection Unveils New Brand Identity in Dubai

Flag-raising ceremony at Cheval Maison Expo City Dubai featuring the newly unveiled Cheval Collection brand identity and operational team.

Cheval Collection has introduced a new brand identity, marking its biggest brand overhaul in more than 16 years. The launch was celebrated at Cheval Maison Expo City Dubai on 26 October 2026, with John Raffoul, the company’s Cluster General Manager in Dubai, raising a flag bearing the redesigned logo.

The new identity draws on the history of Knightsbridge in London, where Cheval Collection began. Its logo features two horses, representing the historic meeting point of the original Knights Bridge. An elongated letter ‘C’ forms another part of the design, reflecting the space and time associated with the company’s serviced apartment experience.

The rebrand extends beyond the visual identity. Cheval Collection has redesigned its website, including an Arabic-language version, and updated its consumer and business-to-business booking platforms. Changes to Cheval DISCOVERY, its loyalty programme developed in partnership with Global Hotel Alliance (GHA), include personalised tier-based discounts for members.

Cheval Collection’s Middle East expansion

The company has 645 serviced residences and branded apartments operating or under development across the Middle East. Its portfolio includes properties in the UAE and Saudi Arabia, with further openings planned over the coming years.

In Dubai, Cheval Maison The Palm opened in 2023, followed by Cheval Maison Expo City Dubai, which became operational in 2025. Cheval Residences Dubai Islands is scheduled for completion in 2029.

In Riyadh, Cheval Ladun Living is slated to open in 2027, while Cheval Maison Sulaymaniyah is scheduled for 2028. Both developments form part of the company’s expansion in Saudi Arabia.

Cheval Collection also plans to announce additional properties in the region during 2026, including ventures in markets where it has not yet established a presence. These additions are expected to take its total number of units across the Middle East and North Africa (MENA) to more than 1,000.

The company’s international expansion began in 2023 with the opening of Cheval Maison The Palm Dubai, its first property outside London. Its portfolio now spans London, Dubai and Riyadh, covering luxury serviced accommodation and branded residential properties.

Source : Rebecomms

You may also like