SKAI Holdings changes name to Five Holdings
SKAI Holdings’ new brand identity is intended to reflect a corporate philosophy inspired by five elements: earth, air, fire, water, and consciousness
SKAI Holdings has changed its name to Five Holdings.
The UAE-based real estate developer’s updated brand identity has been designed to reflect a corporate philosophy inspired by five elements: earth, air, fire, water, and consciousness.
The company, whose project portfolio includes Viceroy Palm Jumeirah Dubai and Villa Heights Jumeirah Village Circle, said its new name signifies the fact that it balances “both the spiritual and the material”.
According to the firm’s advertising campaign, earth represents trust and strong foundations; air represents freedom and growth; fire represents passion and execution; water represents fluidity, motion, and the ability to adapt; and consciousness represents vision and Five Holdings’ contribution to society and the economy.
Under the helm of group chief executive officer, Kabir Mulchandani, Five Holdings is currently developing its second UAE-based hospitality project, Viceroy Jumeirah Village Dubai.
The under-construction hotel, which is scheduled to open in 2018, passed the 40% completion mark in May 2017.