First images of Kevin Pietersen's new Dubai beach club
November 1, 2014
Dubai hardly has a shortage of swanky beach clubs - in fact we recently gave you a round-up of the best 10
- so to stand out from the crowd, a newcomer such as the soon-to-open EDEN Beach Club will have to do something pretty special.
The exclusive location of the five-star Rixos, set on the furthest point of the Palm Jumeirah's East Crescent, should certainly help, as will the mysterious advertising campaign, using each of the seven deadly sins to describe various aspects of the club. However, the biggest selling point is undoubtedly the celebrity involvement of English cricketer Kevin Pietersen.
The controversial sports star, who caused a stir in the media last month by attacking his former England teammates in his new book, is a major backer of the venue and Dubai in general, as he also plans to open a cricket academy in the emirate by the end of the year.
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With an international fusion restaurant, beachfront fitness classes and the usual luxurious poolside cabanas, the club is set to have something for everyone throughout the day. At night, resident DJs and international headline acts are expected to perform on the poolside stage, with the club's world-class mixologists on hand to keep the inevitable crowds refreshed.
There's been no word on the official launch date yet, but Eden is expected to open later this month, and if it's anything like its celebrity backer, we're sure it'll open with quite a bang.