• Brassbell launches its Fanaya Hotel in Jeddah as Saudi hospitality shifts toward design-led and culturally driven destinations.
• The new brand combines contemporary design with Saudi cultural identity, laying the groundwork for a nationwide expansion strategy.
• Brassbell is already negotiating new Fanaya locations in Riyadh as it builds a long-term presence in the Kingdom.
  

Brassbell Hospitality Group 

Brassbell Hospitality Group, an Egypt-based hospitality and lifestyle developer-operator, has made its Saudi Arabia debut with the launch of Fanaya Hotel in Jeddah. The project’s total investment value is around USD 40 million  (SAR 120M) and is the first property under the company’s new art-centered lifestyle brand.

The hotel arrives at a time when Saudi Arabia’s hospitality sector is evolving rapidly, with a growing demand for design-led, culturally rooted, and community-focused destinations.

“Our entry into the Kingdom of Saudi Arabia marks a pivotal moment in Brassbell’s regional journey. Saudi Arabia is today one of the fastest-growing and most innovative hospitality markets in the Middle East. With the launch of Fanaya in Jeddah, we are laying the foundation for a network of lifestyle destinations that reflect the Kingdom’s cultural identity and align with the ambitions of Vision 2030,” said Ahmed Ibrahim, CEO and Chairman of Brassbell Hospitality Group.

Expansion Strategy

Fanaya is more than a hotel opening. It is the first step in Brassbell’s multi-phase expansion across the Kingdom. The brand will introduce new hotel concepts and locally integrated development partnerships. It will also introduce experiential hospitality models shaped by the cultural identity of each Saudi city. 

The Jeddah property serves as the foundation for a wider rollout already under negotiation in Riyadh and other major markets. Brassbell is planning two new Fanaya hotels and two design-led apart-hotels in Riyadh, totaling 145 units. In the Eastern Province, a hybrid lifestyle hotel and serviced residence is being evaluated to meet corporate and leisure demand. Early discussions are also underway for a wellness resort in Taif, leveraging its climate and natural landscape. 

Artistic Identity  

The brand draws its identity from the Arabic roots of fan, fanni, fann, and fannaya, reflecting creativity, craft, and human expression. The new property blends Saudi heritage with contemporary design principles to deliver a hospitality experience centered on community, culture, and artistic exploration.

The Jeddah hotel features a collection of spaces designed to foster cultural exchange:

• The Collectors’ Lounge — a curated salon that serves as an art gallery, social living room, and cultural touchpoint for both guests and the community.
• The Atelier — a flexible, ever-evolving studio hosting exhibitions, artist residencies, and creative workshops.
• The Supper Club — an intimate shared dining experience that encourages conversation and meaningful interaction.
• The Courtyard Café — an open, neighborhood-oriented café celebrating Jeddah’s culinary heritage with a contemporary twist.
• The Rooftop — an open-air venue for cultural nights, DJ sessions, stargazing evenings, and creative programming under the Jeddah sky.

Fanaya’s artistic and aesthetic identity was developed by Cairo-based Kanjo Design House, which led the conceptual and interior design approach. The firm crafted a layered aesthetic that merges local narratives with contemporary sensibilities.  They did so by layering textures, materials, and spatial narratives to create an environment that feels like a living artwork.

Additional creative partners, including Kahhal 1871, Noura Hakim, and Safarkhan Art Gallery, contributed to the hotel’s artistic atmosphere.

Hospitality 

The property includes 51 suites across four categories, each designed as a chapter within the brand’s broader creative narrative. The suites reflect Fanaya’s focus on tactility, storytelling, and cultural detail.

The suite collection includes:

• 39 Executive Suites inspired by the spirit of movement, simplicity, and exploration.
• 3 Signature Suites offering refined elegance grounded in local cultural cues.
• 8 Superior Suites featuring elevated materials, lighting compositions, and curated art selections.
• 1 Exclusive Royal Suite — the pinnacle of Fanaya’s design story, where the essence of the brand unfolds at its fullest.

Brassbell views Fanaya as a strategic addition to Saudi Arabia’s lifestyle and hospitality movement. The company aims to build a network of destinations that align with Vision 2030 and contribute to the Kingdom’s creative economy.