A proud industry disruptor, Mama Shelter has never been afraid to break conventions with its unique hospitality offerings. Bringing a family-led vision to life, the brand has become known for taking guests on bold, playful, welcoming ‘journeys within journeys.’ Having recently brought the concept to Dubai, Cédric Gobilliard, COO at Mama Shelter – Ennismore, lifts the lid on Mama’s plans to continue surprising guests and forging human connections.
How has Mama Shelter’s multi-generational legacy shaped the brand’s identity today?
Mama Shelter was born from the Trigano family’s desire to disrupt the traditional hospitality model. It emerged through a vibrant dialog between generations – Serge Trigano brought vision and entrepreneurial drive, while his sons, Jérémie and Benjamin, infused the project with boldness and a modern creative edge.
This unique blend sparked the creation of a hotel brand that breaks conventions: playful, inclusive and profoundly human. From the outset, the goal wasn’t just to offer rooms, but to create living, breathing destinations where people feel free to be themselves. Importantly, that familial spirit remains at the heart of the brand today. It shapes every opening, every partnership and every surprising detail that makes our spaces unforgettable.
What are the advantages and challenges of collaborating as a family?
According to Serge Trigano, working together as a family brings a deep sense of trust and authenticity. We’re united by shared values, which makes decision-making feel natural and intuitive. There’s also a strong emotional commitment – this isn’t just about building a company, it’s about building a legacy.
Of course, it’s not always seamless. Different perspectives can lead to tension, but that creative friction often fuels our best ideas. The key lies in mutual respect and knowing when to step back and let another voice lead. That balance has been essential to our growth, allowing us to evolve without ever losing sight of our founding spirit.
You describe Mama Shelter as offering a ‘journey within a journey.’ Could you explain what that concept means for the brand?
For us, a hotel is never just a place to sleep – it’s a place to live, to feel and to connect. When guests step into a Mama Shelter, they enter a world that’s vibrant, unexpected and rich with personality. Every detail, from the design and music to the food and atmosphere, is thoughtfully curated to spark emotion and forge connection.
That’s what we mean by ‘a journey within a journey.’ Whether you’re traveling for work or pleasure, once you arrive at one of our properties, you’re transported, immersed in our unique vision of hospitality: bold, playful and deeply welcoming. It’s an escape in the heart of the city, where the ordinary becomes extraordinary.
How have you set about establishing Mama Shelter as a brand that celebrates human connection?
For us, people have always come before products. Our in-house creative team, the Mama Design Studio, designs each hotel to reflect the unique rhythm of its neighborhood, embracing local culture while staying true to our bold, playful spirit. Every space we create, whether it’s a rooftop, restaurant or atelier, is designed to spark connection as much as comfort.
Have you found that this strategy translates effectively in the Middle East?
In Dubai, as in Paris or Lisbon, that sense of human connection is at the heart of everything we do. From DJ nights to iconic brunches and vibrant parties, we curate moments that bring locals and travelers together. This people-first philosophy resonates deeply in the Middle East, where hospitality is woven into the cultural fabric. We’re not just offering rooms, we’re building spaces that live, breathe and welcome everyone.
You recently launched in Dubai. Which other Middle Eastern countries feature in your expansion plans?
Dubai was our first step into the region, and it’s been an inspiring journey. We’re currently looking at several key cities where our energy can thrive. Each location must have the right mix: cultural vibrancy, openness to creativity and a growing appetite for lifestyle hospitality.
We’re selective because we want each Mama to feel unique and locally relevant, not just a cookie-cutter replica. The Middle East holds incredible opportunity, and we’re excited to be at the beginning of a meaningful journey.
Accor’s partnership has provided scale and structure. How do you balance that with maintaining Mama Shelter’s independent spirit?
When we joined forces with Accor, it was important for us to protect what makes us unique. We’ve kept our creative autonomy – our teams still lead design, branding and programming. Accor brings global reach and operational support.
Importantly, they’ve trusted us to stay flamboyant, playful and bold. That independence is non-negotiable. It’s how we keep surprising our guests and ourselves. Mama isn’t a formula – it’s a living concept. As long as we stay true to that, we can grow without losing our soul.
Looking ahead, how do you plan to evolve the Mama brand?
We want to keep pushing boundaries. New Mamas are coming – in Singapore, Zurich, Cape Town and Amsterdam. But it’s not just about expansion – we’re evolving the experience too. New F&B concepts and stronger cultural programming, for example. We’re also investing in sustainability and digital tools that enhance – not replace – human connection.
Our goal is to remain surprising and relevant – to be the brand that guests didn’t even know they needed, in every city we call home. Stay tuned for more updates, because Mama always has something cooking.
