Sirene by GAIA Arrives on Egypt’s North Coast

After making waves in Dubai, Sirene by GAIA is heading to Egypt’s North Coast. Fundamental Hospitality has announced its partnership with Palm Hills to bring Sirene to Hacienda Heneish, along with the group’s first luxury hotel and residences, set to open in 2027.

Dubai first got a taste of Sirene in December 2024 at J1 Beach, where it quickly became one of the city’s most talked-about destinations. In just four months, more than 250,000 guests walked through its doors, proof that the concept hit exactly the right note. With its Mediterranean-inspired glamour and an atmosphere that strikes a balance between chic and laid-back, Sirene has become synonymous with stylish coastal living.

Now, the brand is setting its sights on Hacienda Heneish, an emerging hotspot often referred to as the “St. Tropez of Egypt.” The project is envisioned as more than just a beach club. It will be a multizone escape with dining, a pool framed by olive trees, private cabanas, hidden bars, and curated lifestyle spaces that lean into Riviera charm. Think Mykonos energy with an Egyptian backdrop, sunbeds, sea views, and that sense of being part of a scene.

The expansion also marks a milestone moment for Fundamental Hospitality— its move into hotels and residences. For Chairman Evgeny Kuzin, it’s about bringing a “Made in Dubai” brand to a new frontier, marrying Fundamental’s global sensibility with the distinct coastal spirit of Palm Hills.

Egypt’s North Coast is already drawing international attention, and with Sirene anchoring Hacienda Heneish, the region is being positioned as a serious player in the luxury travel circuit. The timing couldn’t be sharper. July and August mark Egypt’s high season, when the coastline turns into a magnet for international visitors.

For Palm Hills, this collaboration represents more than just another development. As Vice Chairman Ismail Mansour puts it, the goal is to redefine coastal living in Egypt, raising the tourism bar with a destination that blends architecture, lifestyle, and community.

The move follows Fundamental Hospitality’s broader global expansion, with concepts already in Dubai, London, Monte Carlo, Marbella, Miami, and Doha. Sirene’s arrival in Egypt adds another pin to the map—and one that feels set to capture the cultural magnetism of Mykonos or Ibiza, while giving it a distinctly Egyptian twist.

Hacienda Heneish may just become the next summer address on every traveller’s list, and with Sirene at its centre, it’s a chapter that blends design, dining, and lifestyle into one immersive coastal escape.