Jumeirah Hotels and Resorts has debuted a new contemporary lifestyle brand, Venu, with plans underway for the first such property at Venu Bluewaters Island Hotel in Dubai to open in 2017.

The hotel will include a spa, as well as close to 300 bedrooms and 119 serviced apartments. It is “designed to appeal to the modern traveller whose expectations revolve around their own lifestyle – clean, contemporary, cool and effortless,” according to Jumeirah.

A mixed-use development located off the coast of Dubai, Bluewaters Island will also include the world’s largest Ferris wheel, along with retail, residential, hospitality and entertainment zones.

Matt Balcik, vice president of operations and brand development for Venu, was on-hand at the Jumeirah Lowndes Hotel this week to speak to Jumeirah general managers and press about Venu, which he described as a “lifestyle brand for the millennial mindset.”

Venu is designed to reflect the spirit of Dubai, said Balcik – bold, ambitious, and full of energy. It will also reflect the “passion points” of the millennial generation, including food and beverage, fashion, design and music.

Speaking at the launch of the brand in September 2014, Nicholas Clayton, CEO group operations at Jumeirah Group, said: “Coming to a Venu hotel will be an intuitive experience, built around and anticipating the needs of the modern, savvy traveller.”