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    Solutions Leisure Group’s CEO on foundational breakthroughs and key business insights

    Solutions Leisure Group co-founder and CEO Paul Evans, on foundational breakthroughs and the key insights that have ignited and grown a global business.
    What do the first 30 minutes of your day look like, your morning routine?
    I usually wake up around 6am and have a quick coffee on our terrace with my partner, Dom. We’re for- tunate to live on Palm Jumeirah, and that sense of calm you get overlooking the water as the sun comes up over the horizon is something special. I’ll then check messages and scan emails, touch base on any meetings I have during the day and get ready for a workout. Depending on the day, I’ll either walk the beach and take some time to reflect and ground myself or go to the gym. We’ve been training with the boys from Benzone for a few years now and they’ve been epic. So-much-so they now host a bootcamp for our team three times a week on our office rooftop, which I’ll try and get to once a month, too.
    What are the pillars of DNA that define Solutions Leisure Group as a brand?
    Our mission is to create the moments people live for, and we’re working hard to ensure we live and breathe that through every channel. From our team members to our guests, the brand design and the experience creation, the moments matter, big and small. Whilst we fly by the seat of our pants at the rate of change, we’re often steering, we remain grounded with our pillars: Excellence is the standard; Leadership is the strength; Relationships are the source and Mindset is the solution.

    “our mission is to create the moments people live for, and we’re working hard to ensure we live and breathe that through every channel”

    Solutions Leisure Group offers lifestyle and holistic experiences. Was this the plan from the outset?
    Freek and I first landed in Dubai in 2013 after 13 years developing the entertainment destination that is, today, Egypt’s Hurghada Beach. Our little brown Dutch bar soon turned into 20 venues, turning the sleepy seaside town into a tourism and nightlife hotspot. But the Arab Spring came, and we lost it all, making the move to Dubai with nothing much more than the clothes on our backs. It was here we noted that, amidst the glitz and glam of the Dubai social scene, there was very little for the everyday patron; the average guest who just wanted to enjoy quality food, great vibes and a consistently good time. So, we introduced the once-favourite Q43 restaurant and bar to the region, quickly followed by our acquisition of the iconic Karma Kafe, and conceptualisation of Asia Asia and Lock, Stock & Barrel. We saw our brands growing with our guests, and realised it wasn’t about creating a product anymore, but, instead, a lifestyle. Something that serviced various needs, both emotive and physical. People wanted community and experience – a break away from the day to day with a guaranteed consistency of enjoyment. So, we focused on the quality and experience as the heart of our venue design to enable our product to, not just meet, but exceed expectations. We introduced the family entertainment sector with Wavehouse, and then Central, which soon saw the industry follow. Both within the group itself and within our venues, we are focused on lifestyle experiences that are brand-led and culture-based. We no longer hire for the experience our rockstars have, but for the experience they can create. They are brand ambassadors – a visual and verbal representation of who each brand is and what it stands for. We see every person who joins us as entering our home, creating a lifestyle experience that exuberates fun, energy and ignites trust through a relationship that is, both, valued and nurtured.

    You built everything yourself from the outset. How did you overcome the challenges?
    We’ve always been known for our middleman sector, but that’s certainly changed these past few years. The F&B scene in the UAE is becoming fiercer and fuller than ever, and I think our team has gone above and beyond to really set the bar across design, marketing and operations. They own their brands – own their careers and have blown me away with their dedication and passion as a whole. It might not have changed the industry, as such, but it’s certainly separated the term employees from the team. I feel our real ability to overcome challenges has been our ability to come together. The last few years has seen a real shift in the way brands unite. We no longer deem ourselves as competing, but rather complementing each other, creating opportunities that feed our industries and create epic moments we really do live for. And that’s pretty remarkable. Big brands are opening doors to smaller ones, enabling some incredible creative collaborations that feel authentic and accessible. Similarly, competitive brands are working together to bring out the best in one another and enter entirely new markets. It’s like the world began to trust and open its mind and stop working so hard against one another. That openness has led to some super cool experiences being created – and some we are looking forward to being a part of.

    What are the pivotal milestones you are most proud of – and how has this shaped your understanding of success?
    From seven venues, to 21, and counting, in the space of 24 months, my proudest achievement? My team.
    The past decade of business has shown that, throughout everything Solutions Leisure has grown through; all that the group has come to be known for – it was because the team are, as I call them, Spartans. Commitment, discipline, courage, and the fortitude required to stand one’s ground to push through. Those are the characteristics of a Spartan. We have come together in adversity, learning through the challenges and celebrating the wins, because I know they are stronger together. Through the hard work, kindness, and all-embracing nature of each team member, it’s honestly one of the best places to work in the Middle East – if not the world. The team’s ability to take it all in their stride pushed Solutions Leisure into an entirely new ballgame. And that invigorating sense of reaching new heights in the group has put us where we are today; confident, motivated, inspired and ready for the next challenge.
    How do you approach scaling without compromising quality and what factors do you consider when launching a new venture?
    We decide against the safe route, branching into partnerships that enable us to conceptualise projects that aren’t just hospitality-focused, but experience-led, driven by brand immersion and memorable moments. It isn’t about how hard we work, but how smart; how creative we are and how much we trust our gut when it comes to what’s next for the industry.
    This mindset grew the group from six to 21-and-counting venues in just three years, introducing a whole new sector of beauty, wellness, fitness and retail to its portfolio, and expanding into Abu Dhabi and Ras Al Khaimah. Our approach? As a group, we don’t define our target market anymore. And, as controversial or as ridiculous as that may sound, it’s because they’ve become such an integral part of us; so, embedded in how we design, operate and imagine the brands we deliver, they naturally evolve into what we need them to be.
    Instead, we’re conceptualising experiences. The Boujee Boot Sale at So Much Trouble makes our consumers the brand ambassadors, giving them a place to sip and shop one another’s vintage and pre-loved luxuries. Our bespoke brunch crawl personalizes our venue with an exclusive chauffeured party bus between each stop. What had worked before, didn’t work now, so finding an omni-channel approach to dining and socialising slowly opened doors to a new sector for the region; one we wanted to grab by the horns and make our own – entertainment. Be comfortable in what you don’t know, both in leadership and collaboration. A key player to some of the leadership partnerships we’ve implemented in our group leans exactly to this – complementary skill sets and ideologies that drive our senior management to think differently, more laterally and outside their own box. Similarly, we’ve removed the stigma around aligning ourselves with our competition. We’re not here to gate keep – we want to work with those that better us; that better our product and service and create more enhanced moments for guests. From putting branded F&B outlets into our own, to branching out from our usual entertainment, we don’t say now, and we don’t keep our secrets to success to ourselves. It’s all about the end game.

    Have you had any mentors along the way and if so, what knowledge did they impart?
    Freek and my business partners. You don’t succeed alone. I think that’s something many people overlook. They see success as solely individual – as something they need to achieve by themselves. But I’ve learnt that isn’t the case. Success is collaborative. You need to surround yourself with individuals that bring out the best in you; that inspire you, compete with you and drive you to be the absolute best you can be. Individuals who know when to push the gas as much as when to slow down.
    What advice would you give to yourself starting out?
    Embrace the challenge. It’s meant to be hard – that’s the thrill, that’s what makes it all worthwhile, that’s what gives it a purpose.
    Where do you get the motivation to be consistent and are there any practices which have helped you with this?
    I am big on perspective. We spend so much of our early life worrying; comparing ourselves and try- ing to keep up. Time wasted trying to be something we think we should be, instead of leaning into the journey and grabbing a hold of opportunities as they arise. Enjoy the absurdity and find excitement through the growth. Celebrate the milestones and find passion through the journey. That’s what keeps it interesting.
    What new projects are in the pipeline for Solutions Leisure Group?
    2025 is our biggest year yet. We’ve got an entire new destination to develop with one of the most iconic brands in the GCC, an exciting partnership with one of the world’s most recognised five-star hotels for our wellness division, and a further expansion of some of our staple brands including some pretty major collaborations and experiences, like Stanley Cup, Roll DXB, Namshi, Ounass and more…
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    8 sophisticated new restaurants to soon try in the UAE

    Life

    by Sarah Joseph
    1 hour ago

    From fine dining to creative culinary gems, check out some of the tastiest new restaurants in town all set to open its doors in the UAE.
    From sophisticated ambiences to dishes prepared with an innate attention to detail, be prepared to be astounded with the best served on a plate.
    Dubai is a haven for food lovers, offering a wide array of culinary experiences ranging from traditional Emirati dishes to international gourmet delights. Be it fine-dining or creative culinary gems, these are some of the tastiest new spots in town. These are the places that we consider to be the all-time greats, from Michelin-starred dining rooms to impressive new openings from this list. Hence, we decided that each haven deserves a spot on the ultimate list of the best restaurants in Dubai.
    In 2024, a myriad of new restaurants including Tapasake, Cala Vista, Bordo Mavi, Franky’s Pizzeria and much more opened their doors in the UAE. Every month we see brand new spots launch in this vibrant city and we couldn’t be happier that the F&B scene just keeps growing (and growing and growing).
    Ensuring everyone is updated, Emirates Woman has curated a guide of all the must-visit restaurants to keep on your radar.

    – For more on luxury lifestyle, news, fashion and beauty follow Emirates Woman on Facebook and Instagram
    Images: Supplied & Feature Image: Instagram @jamavar More

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    Meta insider Joana Jamil on navigating Instagram the right way

    Life

    by Ruman Baig
    2 hours ago

    Joana Jamil, the Strategic Partner Manager, Global Partnerships at Meta, offers a unique perspective on the dynamic social media landscape of Instagram.

    How do you envision Instagram’s role in shaping the future of fashion in the Middle East?
    Instagram has already proven itself to be a transformative platform for the fashion industry, and its role in the Middle East will only continue to grow. The region is home to dynamic creators, designers, and influencers who use Instagram to express themselves, break barriers, and connect with global audiences. Instagram serves as a critical enabler and connector within the fashion industry in the region, empowering creators to not only showcase their work but also reach new markets and collaborate with brands through tools like Reels, Stories, and Shopping. But we don’t just enable onplatform; we actively connect the industry off-platform through initiatives like the industry roundtable dinner we hosted during Dubai Fashion Week and our participation in events such as the IG x Elie Saab collaboration, where we connected a global brand with regional creators. We also prioritise nurturing talents by providing creators with workshops and educational sessions that focus on how to best utilise our tools and features, ensuring they maximise the full potential of the platform.
    How can the platform be leveraged for authentic growth?
    Instagram empowers emerging talents by giving them direct access to a global audience through Reels, Stories, and Instagram Broadcast channels. We also host a series of workshops, roundtables, and 1:1 meeting with creators and creatives in various industries to hear from them and understand their needs and challenges throughout the year. We’re also constantly working on finding opportunities to bridge regional fashion creators with global moments in fashion, such as the Met Gala and Paris Fashion Week. For example, we had creators from the region fly to New York to represent us at the IG Met Watch Party.

    What bold strategies do you think Instagram has recently implemented for better user experience?
    Instagram has introduced several new features within Reels to provide a more bespoke experience for creators while creating content such as remixes and templates, which allow creators to easily create engaging and visually appealing content using pre-designed templates. These templates can be customised with text, images, and other creative elements, making it easier for creators to produce high-quality content on the go as well as be inspired by trending content in their niche. We also introduced our latest messaging tool, Instagram broadcast channel, which allows creators to create a more personal experience and engage directly with their community utilising multiple formats within their channels such as voice notes, pictures, videos and text.
    How do you see AI, AR, VR technology impacting the future of fashion shopping?
    At Meta, we see AI is a catalyst or accelerator for things we’re trying to do – whether it’s unleashing more creativity or working more efficiently. It’s not an end product in and of itself. When it comes to AR/VR technology, these tools are poised to revolutionise fashion shopping by making the experience more immersive and interactive. Imagine trying on clothes virtually using AR or walking through a virtual store using VR – these technologies can bridge the gap between physical and online shopping. In addition to AR/VR, AI plays a significant role in making fashion shopping more personalised. On Instagram, for instance, we’ve integrated AI-driven content recommendations that help fashion brands connect with their audience more effectively. AI analyses user preferences and suggests fashion related posts, stories, and reels tailored to users’ styles. Some AI-powered features that fashion brands can leverage on the platform include content recommendation, image and video recognition, generative AI tools, ad targeting and AI-powered captions and hashtags. With these tools, both AR/VR and AI will continue to shape the future of fashion shopping, offering brands and consumers more interactive, personalised, and efficient experiences.

    How can Instagram’s advertising platform be used more efficiently?
    Instagram’s advertising platform offers various targeting options to reach specific fashion demographics and preferences in the region. A number of vital ways include demographic targeting (age, gender, location, language), interest targeting (fashion, beauty, lifestyle), behavioural targeting (purchasing fashion items online, engaging with fashion content), lookalike audiences (based on existing customers or website visitors), location targeting, and many more options which allow fashion brands to create a targeted campaign that increases their engagement and conversion.
    Will the recent change in algorithm impact organic growth?
    The algorithm now prioritises content from accounts that users interact with most, which means that accounts may need to adapt their content strategy to increase engagement and reach. This could include creating more interactive content, using relatable topics and hashtags, and posting at optimal times. Additionally, accounts may need to focus on building a loyal community of followers who will consistently engage with their content.
    How can Meta effectively adapt Instagram’s strategies to capitalise on the growing popularity of Reels?
    Reels has a world of opportunities. In fact, it is our fastest growing feature on the platform! There are multiple ways to capitalise on the growing popularity of reels – to name a few best practices: Focus on creating original, engaging, and entertaining content; collaborate with other creators or users on the platform; utilise Instagram’s features (polls, quizzes, questions) for further engagement with your communities; post consistently – have a schedule that best suits you and your community. Monitor analytics to track learnings — fluctuations in reach are common, but if you’re using a Business or Creator Account, you can check your Instagram Insights to monitor trends and content performance. Watch out for patterns= and keep tabs on which pieces of content are getting more reach to help inform your content strategy. Within Insights, you can break down Accounts Reached by followers and non-followers so you can see how much of your reach is coming from people who don’t already follow you – and track that over time by changing the time frame selected. Experiment with different formats until you find your perfect fit. Get inspired! Make sure to keep an eye on rising trends and music through browsing other Reels and checking @Creators weekly Reels of roundup.
    Are the ‘save’ and ‘share’ features more pivotal for your content’s reach?
    Yes, the ‘save’ and ‘share’ features are important for a user’s content’s reach on Instagram. When users save or share your content, it increases its visibility and can lead to more engagement and followers.
    What bold approach do you think can help brands or individuals to stand out on Instagram?
    Be original. Focus on creating unique, high-quality content that tells a story and showcases your brand’s personality. This can include using creative visuals, experimenting with different formats, and leveraging user-generated content. Additionally, engaging with your audience through comments and DMs can help build a loyal community and increase brand awareness.
    This is The Bold Issue, what does being bold mean to you?
    For me, the formula is simple:being bold means taking risks and stepping outside of your comfort zone to achieve something remarkable. It means being fearless, confident, and unapologetic in your approach, even if it means going against the grain. Being bold is about embracing uncertainty and pushing boundaries to create something truly innovative and impactful.
    – For more on luxury lifestyle, news, fashion and beauty follow Emirates Woman on Facebook and Instagram
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    Upcoming concerts in the UAE: From Coldplay to Diljit Dosanjh

    Life

    by Ruman Baig
    33 seconds ago

    As the scorching summer days in the UAE begin to fade, the excitement for the upcoming outdoor season is palpable. What better way to kickstart the cooler months than by attending fun concerts?
    The UAE has a reputation for hosting world-class events, and this fall is no exception. Here are five must-see concerts featuring some of the biggest names in music.
    Calvin Harris: October 26, 2024

    Another electronic music giant, Calvin Harris, is also gracing the UAE with his presence. Renowned for his infectious melodies and anthemic tracks, Harris has been a mainstay in the music industry for years. Get ready to dance the night away to his timeless classics.
    Where: Ushuaïa Dubai Harbour Experience, Dubai Marina
    Tickets: Platnumlist.net
    Diljit Dosanjh: November 9, 2024

    The Punjabi superstar, Diljit Dosanjh, is set to mesmerize UAE audiences with his energetic performances. Known for his soulful voice and catchy tunes, Dosanjh has a massive following across the globe. Expect a night filled with upbeat Punjabi beats and unforgettable melodies.
    Where: Etihad park
    Tickets: Platinumlist.net
    Martin Garrix: November 16, 2024

    For those seeking an electrifying dance music experience, Martin Garrix is a must-see. The Dutch DJ and producer has taken the electronic music scene by storm with his chart-topping hits. Prepare to be blown away by his innovative sounds and high-energy sets.
    Where: Atlantis, The Palm
    Tickets: Platnumlist.net
    Thirty Seconds to Mars: December 12, 2024

    For those who prefer a more rock-oriented experience, Thirty Seconds to Mars is a must-see.The American rock band is known for their energetic live shows and powerful music. Prepare to be captivated by their passionate performances and soaring vocals.
    With such an impressive lineup of artists, the upcoming concert season in the UAE promises to be unforgettable. Whether you’re a fan of Punjabi music, electronic beats, hip-hop, or rock, there’s something for everyone. So, mark your calendars and get ready for a summer send-off that you won’t forget.
    Where: Coca-Cola Arena
    Tickets: Ticketmaster.ae
    Coldplay

    oldplay UAE residency is set to be even more epic than originally planned. Following the overwhelming demand for tickets to their upcoming shows, the iconic band has announced a fourth concert at Zayed Sports City Stadium on Thursday, January 9th, 2025. The addition of this new date comes as a result of the incredible sales for their previously announced concerts on January 11th, 12th, and 14th. Fans who missed out on the initial round of tickets now have another chance to experience Coldplay’s breathtaking Music of the Spheres World Tour.
    Where: Coca-Cola Arena
    Tickets: Ticketmaster.ae

    – For more on luxury lifestyle, news, fashion and beauty follow Emirates Woman on Facebook and Instagram
    Images: Instagram @diljitdosanjh,  @calvinharris, @macklemore, @martingarrix and @30secondstomars More

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    Netflix’s ‘Nobody Wants This’ gets millennial romance right, here’s why

    Life

    by Ruman Baig
    2 mins ago

    Nobody Wants This: A romantic drama that isn’t hopeless after all
    Netflix’s Nobody Wants This has quickly become a fan favorite, thanks to its exceptional writing, talented cast, and heartwarming storytelling. One of the series’ standout features is the witty and relatable dialogue penned by Erin Foster. Her ability to capture the nuances of modern relationships and create characters that feel incredibly authentic is evident in every scene.

    At the heart of the series is the captivating chemistry between Kristen Bell and Adam Brody (Hello, Seth Cohen). Their on-screen camaraderie is electric, bringing a sense of realism and depth to their characters’ complex relationship. They wear their vulnerabilities and short-comings on their sleeves, which is what connects them to the audience the most.
    The series boasts a stellar ensemble cast that complements the central duo perfectly. The loser siblings played by Justin Lupe (Morgan) and Timothy Simmons (Sasha) will make you miss the frenemies born to your parents.
    Here are 6 reasons why ‘Nobody Wants This’ hits all the right notes:
    Relatable Characters
    The series introduces us to a diverse cast of characters who feel incredibly authentic. Their struggles and  quirks are relatable, making it easy for viewers to connect with them on a personal level.

    Exceptional Writing
    The writing in Nobody Wants This is sharp, witty, and emotionally resonant. The dialogue is natural and flows effortlessly, creating believable interactions between the characters. The usual complain viewers have with dialogues is that it doesn’t resonate with conversations people have in real life — that’s not the case with this show. From the brain rot rambling to the inside jokes between siblings, we’ve been there and done that.

    Strong Performances
    The romantic genre has been sleeping on Adam Brody’s talent. While he proved his green flag abilities as Seth Cohen in The OC, it was about time he was roped in to do a mature show, depicting a relationship between older millennials. Also, him as a hot Rabbi? Sign us up to  the synagogue. Kristen Bell does comedy well and everyone knows that, but here, you see her play a character that is strong but complicated, emotionally mature but vulnerable — the writers have leaned into it beyond the surface.

    A Fresh Perspective on Relationships
    Nobody Wants This offers a refreshing take on romantic relationships. The characters aren’t blinding falling in love for no rhyme or reason, there’s a synergy between them from the go, and it has been developed on, through the course of the show. The initial insecurities of getting to know someone and the fear of being rejected has been tapped into. Both Noah and Joanne have a distinctive personality, but their compatibility is based on their common humour and ability to enjoy each other’s company, despite their varying interest.
    Humorous Moments
    There’s hahaha funny, and then there’s clever writing — this show is about the latter. The dialogues don’t make you cringe, instead, you’ll find yourself chuckling at all odd moments.
    A Diverse Representation
    After obsessing over the priest from Fleabag, it’s about time we simp on Adam Brody’s traditional-but-equivocal Rabbi. Also, with the romance market saturated with Gen-Z narratives, it’s interesting to see a certain amount of attention returning to stories about couple in their late ’30s and ’40s.
    – For more on luxury lifestyle, news, fashion and beauty follow Emirates Woman on Facebook and Instagram
    Images: Feature Image: Instagram @netflix More

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    In the office with Humaid Al Masaood Al Mehairbi, founder of Otaku

    In the office with Humaid Al Masaood Al Mehairbi, founder of Otaku.

    Offering authentic Japanese cuisine in the heart of Dubai Design District, Otaku embodies the philosophy of home throughout its layout. From a welcoming entrance to modern aesthetics, the café celebrates the minimal elements throughout the experience. Known for their speciality coffee and delicious Japanese pancakes, the café reflects the overarching simplicity of Japanese design.
    How long have you been in this space?
    We discovered this space back in 2020, and after feel-ing it was the perfect place, we made the move in April 2021.
    Have you custom-built any bespoke pieces?
    Our bespoke pieces hold a special place in our hearts. Firstly, our collaboration with August Fifth resulted in the creation of the “symmetry of stillness” installation, where a candle is lit every day, producing beautiful and dramatic effects with its melting wax and mirrored reflection. Additionally, our custom wooden chairs draw inspiration from Japanese simplicity, featuring half backrests to bring harmony to our coffee bar bench.
    How do you think the interior reflects you?
    Drawing from my experiences as a traveller, especially Japan, the interior design reflects my admiration for architecture and diverse cultures. I always aim to craft spaces that exude timelessness, surrounded by art, vintage pieces, raw materials, and a sense of tranquility.
    Describe your taste.
    My taste can be summed up in: appreciating beauty in both the old and the new.

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    Photography: Ahmed Abdelwahab More

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    A curated guide of bold accounts to #follow on Instagram

    Life

    by Sarah Joseph
    3 hours ago

    With various content creators and brands making bold moves on Instagram, there’s a myriad of accounts to take inspiration from.
    Thankfully, the realms of Instagram street style know no bounds, connecting us with some of the most stylish accounts across the globe. As one of the key advantages of social media, the virtual world offers an endless repository of inspiring content—if you know who to follow, of course.
    So, if you’re looking to keep up with trends and deep dive into all things fashion, beauty and lifestyle? Scroll through our list of accounts to follow on Instagram this month.

    Timeless pieces that celebrate individuality.

    Self-Development Coach and Author of Manifest.

    The cool- girl accessories brand.

    Supermodel Kate Moss’ exclusive wellness brand.

    UAE-based fine jewellery brand known for its dynamic jewellery designs.

    Created as a statement of modernity with Oman’s heritage.

    Pre-loved Luxury.

    Avant-Garde designs with ethereal couture pieces.

    Parisian chic at its best. More

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    Erth’s visionary CEO on outlining a path to global prominence for Emirati hospitality

    Life

    by Camille Macawili
    37 mins ago

    Shaikha Al Kaabi, Erth’s visionary CEO, outlines a path to global prominence for Emirati hospitality.
    What do the first 30 minutes of your day look like, your morning routine?
    My day begins with a moment of prayer, which sets a tranquil and focused tone. I then engage in light exercise to invigorate my body and mind. After that, I review my schedule to ensure I am well-prepared for the day’s meetings and projects, including our work at Erth Abu Dhabi, Ecole Ducasse Abu Dhabi Studio, and Erth Al Hosn. This routine reflects our broader organisational values, emphasising mindfulness and preparation. It mirrors our approach to staff development at Erth, where we support both long-standing team members and young Emirati talent in creating a productive and harmonious work environment.

    Shaikha Al Kaabi, CEO at Erth
    What is the USP of Erth Abu Dhabi and how do you approach things differently?
    Erth Abu Dhabi distinguishes itself through its seamless integration of Emirati heritage with modern luxury. Our unique selling proposition is the authentic Emirati experience we offer, showcased in our architecture, hospitality, and culinary offerings. We provide a diverse range of facilities, including a 350-meter private Blue Flag certified beach and an elegantly designed swimming pool, all within Abu Dhabi’s vibrant cultural and business hubs. Our commitment to staff development and retention is also a key differentiator. We have a remarkable legacy of long-serving staff – some have been with us for over 25 years – demonstrating the stability and excellence we bring. Additionally, we actively invest in nurturing young Emirati talent, ensuring a dynamic and innovative team that enhances our guest experience and reflects our commitment to both tradition and modernity.
    Can you define the inspiration behind the design?
    The design of Erth Abu Dhabi is a tribute to the visionary legacy of His Highness Sheikh Zayed bin Sultan Al Nahyan, the founder of the UAE. His vision for a recreational space for the UAE Armed Forces has been realised with a design that celebrates Emirati culture and heritage.
    The architecture draws inspiration from the falcon – a symbol of strength and vision – while the interiors reflect the beauty of the UAE’s landscapes, the warmth of its people, and the richness of its history. This respect for tradition extends to our staff ’s dedication. We blend traditional influences with modern design, ensuring that both our architecture and our service approach honour our cultural roots while appealing to contemporary tastes. Erth Abu Dhabi menus celebrate the rich heritage of history and UAE culture.
    What is Erth’s culinary vision?
    At Erth, our culinary vision is to elevate Emirati cuisine by merging traditional flavours with contemporary techniques. We prioritise sustainability by sourcing ingredients locally, which supports the local economy and reflects our commitment to environmental stewardship. Our goal is to offer guests an authentic taste of the UAE, presenting the depth and diversity of our culinary traditions within a modern context. This approach to cuisine is mirrored in our staff development efforts. We emphasise training that integrates traditional culinary techniques with modern practices, ensuring that our team can deliver dishes that resonate with both our heritage and global culinary trends.
    To you, what are the key standout dishes?
    Our standout dishes feature innovative takes on traditional Emirati recipes. For example, our Farid Inspired Ravioli Fusion combines slow-cooked lamb with regag bread and pasta, served with a rich lamb emulsion sauce. Our Luqaimat dessert is a delightful contrast of textures – crisp on the outside, with a soft, airy center, glazed with date syrup and sprinkled with sesame seeds. Each dish is thoughtfully crafted to reflect our culture and heritage.

    Erth Abu Dhabi offers a unique environment to experience traditional Emirati cuisine – was this the plan from the outset?
    From the beginning, our vision for Erth was to create a destination where guests can deeply engage with Emirati culture. We aimed to offer more than just a dining experience; we wanted to provide an immersive journey through our traditions and heritage. Every aspect of Erth is designed to ensure that each visit is a meaningful exploration of our cultural legacy. Our commitment to this vision is supported by our team, including both long-serving staff and emerging Emirati talent.
    How important is it to use traditional techniques and how do you combine this with contemporary design?
    Maintaining authenticity is crucial, so we blend traditional cooking techniques with modern innovations. This approach allows us to honor our culinary heritage while also appealing to a global audience. By integrating time-honoured methods with contemporary design, we create dishes that are deeply rooted in tradition yet aligned with modern tastes. Our approach to staff development follows this philosophy. We provide training that combines traditional practices with contemporary methods, ensuring that our team is equipped to meet evolving expectations while preserving our cultural heritage.

    The culinary journey experience at Erth Abu Dhabi is exceptional – can you expand on how you’ve achieved this in such a location?
    Creating an exceptional culinary journey at Erth involves meticulous attention to detail and a commitment to excellence. We have showcased our capabilities at significant local events, such as serving over 15,000 meals daily at key Abu Dhabi events and providing diverse experi- ences during major cultural and business gatherings in the city. These achievements reflect the dedication of our team, including long-standing professionals and young Emirati talent, who contribute to delivering exceptional experiences.
    This year, the Erth restaurant has been awarded one Michelin Star by The Michelin Guide. How does it feel to accomplish this title?
    Receiving a Michelin Star is a profound honor and a testament to the dedication and talent of our entire team. It validates our commitment to elevating Emirati cuisine on a global stage and motivates us to continue innovating and pushing the boundaries of the culinary arts.
    What has been the biggest challenge to date and how did you overcome it?
    One of our greatest challenges has been balancing the preservation of our cultural heritage with the evolving demands of modern hospitality. We have navigated this challenge by staying true to our cultural roots while embracing innovative practices. This approach has allowed us to honour our traditions while meeting contemporary expectations. Our staff development strategy has been crucial in this process. By investing in both seasoned professionals and emerging talent, we ensure that our team is well-equipped to address these challenges effectively.

    This is The Visionary Issue – how do you view the future of Erth Abu Dhabi?
    Looking ahead, our vision for Erth is to become not just a premier destination in Abu Dhabi, but a global beacon of Emirati hospitality. We aim to continue celebrating and sharing our rich cultural legacy while expanding our international presence. Our commitment to both heritage and innovation, supported by our dedicated team of long-standing staff and new talent, will guide us as we strive to make a lasting impact on the global stage.
    “Our commitment to both heritage and innovation, supported by our dedicated team of long-standing staff and new talent, will guide us as we strive to make a lasting impact on the global stage” More