Moon World Resorts, the developer behind the proposed MOON Smart City masterplans, has named James & Cranwell, a luxury hospitality advisory and executive search firm with offices in London and Dubai, as its strategic advisor. The appointment covers F&B, retail, hotel strategy, and partnerships for MOON developments across the globe, marking a significant move to align the project with top-tier luxury expertise.
The long-term engagement will see James & Cranwell provide strategic and commercial guidance, support the evolution of MOON’s luxury hospitality offering, and serve as exclusive executive search partner for senior leadership appointments. The firm’s role will include advising on F&B strategy, concept development, and partner selection, leveraging its network of relationships with internationally acclaimed ultra-luxury hotels, restaurant groups, operators, and chefs. Additionally, James & Cranwell will help craft collaborations with lifestyle and entertainment leaders, high-end fashion houses, and exclusive members clubs across the regions where MOON will be developed.
MOON is planned to rise in North America, South America, Europe, the Middle East, East Asia, South Asia, Southeast Asia, Oceania, and Africa. Each development is conceived as a “Building of Global Significance,” anchored by the world’s largest true sphere and situated within a 556-acre masterplan that integrates hospitality, entertainment, longevity and wellbeing, education and environment, technology, attractions, luxury residences, and AAA commercial real estate. The project aims to redefine hospitality and entertainment at the intersection of innovation and human experience, positioning itself as a unique “Category of One.”
Sandra G. Matthews, Co-Founder and President of Moon World Resorts, emphasized the importance of the partnership: “James & Cranwell offer MOON access to a network built over a decade at the highest tiers of luxury hospitality, food & beverage, and lifestyle. From identifying leadership talent to defining MOON’s culture, to shaping the complex F&B program and partnerships, their discretion, precision, and deep global relationships will position MOON as the definitive integrated leader it will become.”
Daniel Follett, Partner at James & Cranwell, echoed this sentiment: “MOON represents an extraordinary world-first vision, pushing the boundaries of imagination and what’s possible within global hospitality. Our role is to bring specialist market insight, operational perspective and access to world-class partnerships and leadership talent to help translate such vision into an exceptional luxury destination, conceived at an unprecedented scale.”
James & Cranwell have worked for over a decade within the highest tiers of hospitality, lifestyle, fashion, and leisure, with a reach spanning the USA, Europe, the Middle East, and Asia. Their exclusive client list includes Casa Cipriani, Maybourne, Six Senses, The h.wood Group, One&Only, Starr Restaurants, and Rosewood, reflecting their deep connections in five-star hospitality and dining.
This strategic appointment signals Moon World Resorts’ commitment to ensuring its ambitious projects are backed by seasoned luxury market expertise. As the MOON developments progress, the collaboration with James & Cranwell will be pivotal in shaping the hospitality and entertainment offerings that will define these iconic destinations.
