Dubai: By the end of this year, Mark Fuller will have clocked up over 20 visits to Dubai. What's bringing him here is the launch of Embassy Dubai, his London concept that's going international.
The exclusive restaurant featuring a lounge and nightclub is taking up three floors of the newly opened Grosvenor House Tower Two and looks to revolutionise Dubai's night scene. It will also have the country's first members-only club.
Such a feature was popular among the elite in 18th century Britain, but took a bit of a beating during the recent downturn. It is now picking up again across Europe, and the Embassy concept took full advantage by opening a location in Portugal.
Now Fuller is looking to do the same in Dubai with the opening scheduled for November 10.
"I've never seen the concept of a members-only club in Dubai. I've seen it in London with Soho House, Groucho Club, Embassy Mayfair, to name a few," said Fuller.
"It works, but because of the change of economic climate in the world, a lot of those clubs had to make sure they could get through and maybe sold their soul."
According to Fuller, the only way to get in is to be a member, be invited, or book a table. To be a member, one must apply to a committee which decides whether the candidate can fit in with the other members.
Main criteria
The main criteria is ‘you've got to be nice', which Fuller says will result in an eclectic mix from all strands of life and make for a good crowd to party with.
"There is nothing in the word club that suggests you go into a place with 400 to 500 people, most of whom you don't know and none of whom you can talk to — that's not a club that's a danceteria," said Fuller.
He likes the idea of an all encompassing night out which takes you from dinner to drinks to dancing and then crashing in a hotel room in the vicinity. The business model has already proved popular among London's well heeled.
"When Embassy Mayfair opened I invited a very good friend of mine, Brian Johnson [the lead singer of AC/DC] to my venue for four years and he always found an excuse not to come," said Fuller. "When he finally came, he said to me the thought of going to eat in a nightclub was just disgusting.
"After experiencing it six years ago he's remained a regular." During the meeting, Fuller seems at ease despite juggling his businesses, a lack of sleep and constant flights.
Fuller's success as a hotelier to the celebrities lies in his ability to ensure privacy, something Embassy Dubai will offer along with its strict guest list.
"Recently, Britney Spears and JLS were all in my hotel. They like hanging out there because no one bothers them.
"What has happened in London alongside the rest of the world is that it's become a fishbowl. If you're a famous person you go to a nightclub for the entire time and there are people following with a camera.
It's my goal that this should be reversed, which is the whole point about Embassy Dubai."
Fuller brings to the brand his celebrity status. His British band manager partner Andy Taylor in his time has managed Beyonce, Fleetwood Mac, Led Zepplin and The Who and still manages Iron Maiden.
Fuller himself is no stranger to the music business. This year he's worked with Black Eyed Peas, Metallica, Rod Stewart, Bon Jovi, and Chemical Brothers who, according to Fuller, will all be looking to pass through Dubai at some point.
"We have quite a big music business influence and music is very important to the club scene," said Fuller.
New concept
Despite his connections, setting up a new concept abroad always has its challenges.
"It's always very difficult from a business level to know who to trust," said Fuller. "There is no possibility of being good on all continents.
"When you land in a new country you don't know who your meat supplier is, where to get your staff from, where to put your staff. Because of this, my belief is that partners are a great thing because they add value… but you must choose your partners carefully."
For this venture, he's teamed up with Grosvenor House, a hospitality concept he's admired since his first business trip to Dubai.
While Fuller expresses a lot of admiration for the way Dubai's food and night life scene has grown, he's disappointed in the high number of international brands that have set up half-heartedly without out putting effort into their UAE branch.
"It makes me very angry as a businessman when people come in from places like the UK or US, bring in their brand and say goodbye without staying to work on the new outlet," said Fuller.
"For me, I have my heart in my business and that's probably the difference between myself and a lot of businessmen who have brands here."
Profile: service and loyalty
Mark Fuller's life has been anything but dull. As a hotelier, restaurateur and nightclub owner, he's built up an impressive portfolio. In partnership with celebrity chef Marco Pierre he set up Sugar Reef and Red Cube in 2000.
In 2003 he launched Concept Venues with Iron Maiden's music manager Andy Taylor and in 2009 the duo opened a five-star private members hotel Soho Sanctum. Fuller is also the owner of the upmarket fish and chips restaurant, Geales.
As an entrepreneur at the forefront of a fast moving, sometimes brutal industry, he knows what he is talking about when it comes to hospitality. And there are two words which Fuller cannot emphasise enough — service and loyalty.
"We must value the customer regardless of the amount of money the customer will spend," said Fuller. "From the minute you walk through the door, the service must be exemplary, the product must be good and there is no excuse in the world now when you can get great food in a supermarket to have mediocre food in a restaurant."
