Joanne Behrens has been appointed as Senior Vice President (SVP) of Architecture & Spatial Design at the Jumeirah Group. The appointment is said to be a pivotal step in the group’s commitment to evolving the Jumeirah brand with a guest-centric design approach, blending creativity, lifestyle, and local elements across its physical spaces.

According to a statement, Behrens has almost two decades of architectural and design expertise in the luxury hospitality sector, and will spearhead the evolution of Jumeirah’s design ethos to align with the brand’s new expression of luxury hospitality.

“Since the creation of Burj Al Arab Jumeirah over two decades ago, Jumeirah has consistently broken boundaries and created the exceptional. Our hotels offer immersive experiences, connecting the most discerning travellers, cultures and communities,” stated Katerina Giannouka, Chief Executive Officer of Jumeirah Group.

With capital assigned to grow its portfolio globally, as well as refine its existing properties, Behrens will play a central role in elevating Jumeirah’s brand vision across all new projects, renovations, and conversions, including Jumeirah Marsa Al Arab Dubai, Jumeirah Le Richemond Geneva and Jumeirah Red Sea, the firm noted.

“As we enter a new era for the Jumeirah brand, we are taking the opportunity to evolve our business and our entire value proposition, with a very human-centric approach. This new role forms an essential part of our vision for Jumeirah to shine brilliantly, with a refined position among the highest echelons of luxury hospitality operators,” added Giannouka.

Behrens brings an impressive track record, having collaborated with world-renowned designers and artists to conceive and deliver distinctive designs, fashioning the guest experience with captivating and unique spaces. She has held senior positions with renowned luxury brands, including most recently Rosewood Hotel Group, where she was VP of Design & Project Services for the Americas, the statement concluded.