Aurum Palace Hotels.
A new booking experience for a five star hotel group in Dubai, with a virtual lobby tour, a gold toned visual identity and a clearer path to booking directly.
- Client
- Aurum Palace Hotels & Resorts
- Role
- Lead designer and developer
- Year
- 2025
- Stack
- الإدارة الفنية · تجربة وواجهة المستخدم
Overview
Aurum Palace wanted its website to reflect the feeling of arriving at one of its hotels. I created a cinematic experience with a WebGL lobby tour, a dark palette with gold accents and a shorter booking journey.
Goals
- 01Give Aurum a distinctive online presence that reflects its hotels
- 02Encourage more guests to book directly
- 03Keep the main pages quick to load on hotel networks and mobile connections
- 04Offer the same experience in Arabic and English, with full right to left support
The finished design
A closer look at the website.
Process
How I approached the project.
- 01
Discovery
I visited two properties, reviewed the booking journey and compared the sites of 14 luxury hotels.
- 02
Art direction
I drew on Emirati geometric patterns and art deco details, then paired a display serif with a simpler sans serif.
- 03
Design system
I built a Figma library with 120 reusable components, a gold palette, glass effects and notes for the key motion states.
- 04
Motion and 3D
I created a Three.js lobby scene with 8,000 particles, scroll scenes for the suites and small Lottie details on the calls to action.
- 05
Build and testing
The site uses Next.js, optimized images and caching across GCC regions. I tested load times on real devices in JLT.
- ⚡
Interactions and motion
- WebGL lobby tour
- Horizontal suite gallery
- Responsive booking button
- Room details reveal as you scroll
- Page transitions
Design system
A clear system.
For every page.
I documented the typography, spacing, colors and motion so the website feels consistent from page to page and stays easy to update.
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Type pairing
Clash Display / Satoshi
Inter for long text · Space Grotesk for data
Results
+212%
direct bookings
1.1s
Largest Contentful Paint
38%
lower bounce rate
“The website gives guests a feel for our hotel before they arrive. Direct bookings doubled in one quarter, and our OTA commissions have gone down.”
Next project
Maison Noir