If summer camp got a luxury upgrade, it would look a lot like Camp Jumeirah. Hosted at the iconic and historic Bath Club in Miami Beach, Jumeirah Hotels & Resorts brought its signature style of hospitality to the U.S. with a one-of-a-kind event inspired by Jumeirah Marsa Al Arab, the stunning new resort that opened its doors in Dubai in March 2025.
This wasn’t your typical poolside party—it was a full-day experience designed to transport guests straight into the luxurious, serene lifestyle that Jumeirah has perfected. Set against the backdrop of The Bath Club’s Mediterranean Revival architecture and beachfront charm, guests were welcomed into a playful, elevated retreat, blending laid-back leisure with indulgent discovery.
The vibe? Think “the camp you actually want to go to.” Each guest was paired with a Camp Counselor who curated their ideal day—whether that meant slipping into a plush robe for a spa treatment, sweating it out in a tennis clinic, or posting up beachside with a cocktail in hand. Every moment was a choose-your-own-adventure experience with a Jumeirah twist.
The day unfolded with welcome drinks upon arrival and continued with a dreamy sunset lunch inspired by the flavors of Jumeirah’s Capri and Mallorca resorts—Mediterranean elegance at its finest. Cocktails were crafted by none other than Alex Forsyth, the master mixologist from Jumeirah Carlton Tower in London, adding his signature flair to every glass. As the sun dipped below the horizon, live music set the tone for an evening of coastal magic.
To bring this vision to life, Jumeirah partnered with S[lab]—the creative force known for their thought-provoking and immersive installations. Known for pushing the boundaries of experience design, S[lab] (@s.lab__) reimagined the Bath Club space with artistic intention, layering in touches of Dubai glamor and seaside tranquility in equal measure.
The Miami edition of Camp Jumeirah was part of a broader U.S. celebration of the new Jumeirah Marsa Al Arab, with simultaneous events also held in New York City, Napa and Los Angeles. Across all three cities, the events served as both a teaser and a love letter to the ultra-luxurious, oceanfront lifestyle that awaits at Jumeirah’s newest flagship in Dubai.
In every detail—from the personalized itineraries to the globally-inspired cuisine—Camp Jumeirah proved that luxury doesn’t have to be stiff or stuffy. It can be playful, sun-kissed, and just the right amount of over-the-top.
Welcome to the new kind of summer camp. See you in Dubai?
