Partner Content: JBR’s vibrant beachfront destination is offering plenty of reasons to visit this winter.

From award-winning dining outlets to luxurious accommodations and beachfront revelry, Rixos Premium Dubai has well and truly made its mark as a place to see and be seen at, since opening five years ago.

This 35-storey stylish lifestyle hotel is situated in an iconic crystal tower and has become a landmark of Jumeirah Beach Residence. Here, guests can experience trendy living, where modern design meets contemporary luxury, across 414 sleek rooms and suites, nine dining destinations and a stunning pool and beachfront.

This winter, the FACT Award-winning Azure Beach has launched its new adults-only swimming pool and a series of exciting events. Surrounded by a 1,500 square metre deck space and a prime sunbathing area full of impressive sunbeds, guests can bask in poolside splendour like never before.

The new pool adds to Azure Beach’s impressive offering of exquisite cocktails, hypnotic DJ beats and a sophisticated yet lively atmosphere. Expect Ladies’ Day on Tuesdays, where a sunbed, towel, hair-braiding station, glitter bar and five complimentary drinks are available for ladies for AED 200, from 10am to 8pm. Elsewhere, live entertainment can be expected every day of the week (except Mondays), with spirited dancers, contemporary violinists and smooth saxophonists setting the tone from 2pm to 5pm. For something a little more relaxing, one-hour Aqua Fitness classes take place every Monday from 8:30am to 10am.

Access to the new adults-only pool with a sunbed and towel is priced at AED 300 (with AED 100 redeemable on food and beverages) from Monday to Thursday and AED 400 (with AED 200 redeemable on food and beverages) from Friday to Sunday.

When it comes to dining, the newly revamped AMMOS Greek Restaurant provides a taste of Mediterranean island life; Turquoise offers a fusion of Turkish delicacies and international cuisine made with locally-sourced ingredients in an open-buffet concept; STK is home to modern American-style fare; Black Tap has jaw-dropping burgers and monster milkshakes; Luigia is a family-friendly Italian hotspot; Lock, Stock & Barrel is ideal for late-night revelry; Godiva is a chill spot for coffee and cake; and Asil offers a fantastic fusion of Arabesque cuisine.

For guests looking to immerse themselves in true Turkish heritage, a sensory journey awaits at Naturelife Spa, which features a traditional hammam, steam room, sauna, ice fountain, and bespoke couple’s suite.

Part resort haven, part urban retreat, Rixos Premium Dubai is the ultimate luxury lifestyle destination in the heart of Dubai and the ideal spot to kick back and relax this winter.

GO: Email reservation.premiumdubai@rixos.com or call 04 520 0000 for reservations and more information.