Members club · Dubai
Neera
A playful escape for Dubai’s elite. We built the website, the members portal and the app, and we power the entire business on Open Doors, which we own.
8
Venues, two floors
20,000
Square feet, Al Habtoor City
60+
Reciprocal clubs worldwide
OD
Whole operation on Open Doors
The brief
A club is a brand and an operation at once
Neera is an invitation-only club in Al Habtoor City: eight venues, a business centre, a vetted membership. A place like that lives or dies on two things at once, how it feels, and how it runs. Most agencies can do the first. We did both.
We built the public site, the members portal and the app, and underneath them we put Open Doors to run the memberships, the access control, the CRM, the ticketing and the events. One platform, brand to back office.
The venues
Eight venues, one journey
La Selva
South American
Mystique Club
Lounge and cocktails
Olival
Mediterranean, outdoor
Sora
Japanese
Belgravia
Tea and breakfast
Peacock Lounge
Cigars, whisky, cocktails
Games Room
Leisure and social
Members Workspace
Meetings and events
Inside the club
What we power
The whole club runs
on Open Doors
Open Doors is our own platform. We do not resell it, we build on it, so Neera’s brand and its back office are one system.
OD-01
Membership management
Every application, approval, tier and renewal, run on Open Doors. The vetted, invitation-only model the club is built on, turned into a system that enforces it.
OD-02
Access control
Who gets through the door, and into which of the venues. Member status and entitlements drive access, so the club stays the members-only space it sells.
OD-03
CRM and member data
One profile per member: visits, preferences, spend, the venues they love, the events they attend. The club knows its members the way a great concierge would.
OD-04
Event ticketing
The whole curated programme, from dinners to culture to sport, ticketed and managed in one place. Members browse, book and pay without leaving the brand.
OD-05
Event management
Capacity, guest lists, check-in and the run of the night, on the same platform that holds the memberships. One source of truth from invitation to arrival.
OD-06
The members portal and app
The members-only website and the mobile app, where a member manages their membership, books a table or a room, and sees what is on. The club, in their pocket.
Inside Al Habtoor City
A club inside a city within a city
Neera sits inside Al Habtoor City, the roughly ten-million-square-foot development on Sheikh Zayed Road, beside the Dubai Water Canal, built by the Al Habtoor Group. Three five-star hotels, residential towers, and La Perle, the aquatic theatre, all in one address.
The Group is led by Mohamed Al Habtoor, its Vice Chairman and CEO, and runs hotels, real estate, automotive and more across the UAE and beyond. Building the platform behind a members club inside a development of that scale meant the brand and the back office had to hold a five-star standard, end to end.
How we approached it
01
A brand shot at night
Deep forest green, plum and gold, a peacock running through it, and a display face with real character. Neera reads as a private world the moment the page loads, dark, cinematic, a little mysterious.
02
Eight venues, one journey
La Selva to the Peacock Lounge, each space given its own look and agenda, then tied back into a single experience. The site makes a 20,000 square foot club feel like one considered place, not eight.
03
The members portal
Past the public site sits the members-only portal: manage your membership, book venues and rooms, see the calendar, all behind a sign-in the platform controls.
04
Powered, not just designed
This is the part most agencies cannot offer. We do not hand Neera a website and walk away. The whole business runs on Open Doors, our own platform, so the brand and the operation are the same system.
Running a club, or about to open one?
Members clubs, venues, hospitality. We build the brand, the site, the portal and the app, and run the memberships, access and events on our own platform.