Dubai, UAE - Cheval Maison Expo City Dubai, one of Cheval Collection’s growing number of award-winning, luxury serviced apartment and branded residences properties in MENA, has raised a toast, and a flag, to mark the launch of the company’s brand refresh.
John Raffoul, Cluster General Manager for Cheval Collection in Dubai, hoisted a flag sporting the new Cheval identity, a reimagined logo that toasts Cheval’s heritage and offering, as part of the celebrations, which marked the company’s biggest brand overhaul in more than 16 years.
Inspired by the history of Cheval’s birthplace, Knightsbridge in London, the logo features two horses evoking the meeting point of the original Knights Bridge, and an elongated ‘C’ reflecting the generosity of space and time that defines the Cheval guest experience.
The new identity is central to a wider Cheval brand refresh, which comprises a redesigned website, including an Arabic version, transformed consumer and B2B booking platforms and a new personalised tier discounts by member tier as part of Cheval DISCOVERY, Cheval Collection’s loyalty programme in partnership with GHA.
Cheval Collection currently has 645 serviced residences and branded apartments in operation or under development in the Middle East. In the UAE, the award-winning Cheval Maison The Palm opened in 2023, Cheval Maison Expo City went operational in 2025, and Cheval Residences Dubai Islands is set for completion in 2029.
Across in KSA, Cheval Ladun Living and Cheval Maison Sulaymaniyah, both in Riyadh, are slated to open in 2027 and 2028 respectively. More properties in the region, including ventures in untapped markets, will be announced this year, taking the total number of Cheval units in MENA to more than 1,000.
