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The Radisson MBD was the first hotel built by the MBD Group, when they diversified from their publishing business of three decades; to hospitality, real estate and mall development. In order to build a distinct identity for the hotel, Illum added a dash of glamour, positioning the hotel as a fashionable five star business hotel, where the customer was venerated as 'the sixth star' of the hotel. The proposition was captured through fashion imagery of a chic celebrity business woman visualized paparazzi style.
The hotel had many new dining and leisure concepts built into it to reinforce its fashion forward tag. Each of the F&B concepts, Made in India - Indian restaurant, RED - Rare Eastern Dining , the oriental restaurant and S18 coffee shop were branded to reflect unmistakable style. The espace spa was set apart with its emphasis on personal time and space. A separate wing called Prive offered Luxury, Exclusivity and Style to jet-setters. The hotel became the first choice in Noida for demanding and hedonistic clients, who preferred verve over staid luxury.
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