< Previousand creative director at Liqui Group — says that minimalism and luxury are the current norms when it comes to speciality coffee spaces. “The private-members-club look is gain- ing traction, so more opulent materials like marble, velvet and brass are being seen a lot more, also striking minimal design is becoming more popular in the coff ee industry,” says Fry. EMPHASIS ON SPATIAL ELEMENTS While designing a coff ee-centric space, there are several aspects of design to focus on. Creating comfort and a relaxing ambi- ence are of prime importance. Giving the example of Drop Coff ee, a specialist coff ee project that Light Space Design recently worked on, Ghafour says: “A coff ee concept in today’s market is a hub for meeting and working. The struggle is to cater for the key function, which is the experience of enjoying coff ee, but also creating a space that is lit well, with enough seating to cater for the pass- ing customer, as well as the one who wants to sit and work from the space. A variety of comfortable seating with good mood- and work-lighting is key.” Armaly echoes this view. “For us it’s all about comfort. Why do we drink coff ee? Why do we choose one coff ee shop over another? Is it to meet your friends for a catch-up? Is it a place you go to work from? Read a book? Or have a business meet- ing? More often than not, the space has to be for all of the above, meaning that the design of the space must be comfortable and adaptive to many users. “This is important when it comes to the design and fi nding out what the end game is. You then have to factor in so many operational factors. Is it a coff ee bar, where you queue? Self service? Is there a roaster, an interactive element? These are the questions we ask ourselves before we even get close to commencing the concept design stage. Once all this is established, then it’s time to make the design come alive,” says Armaly. Fry says that it is important to work with the available space and not cramp it. “It sounds simple, but try and work with what you've got. If you've got lots of space Lighting was designed to transform Alchemy from night to day. Liqui Design gave Brew 92 a bold and airy look. then go crazy, but if it s a small unit don t try and fi t a massive central bar or 200 chairs in it. This is something we fi nd peo- ple try to do a lot. They have a fi xed vision of what they want and it just doesn't work with the available units in the area they trying to open in. The most important thing is to create a space that people want to be in and come back to. In the end it s a business that relies on return custom.” These are the same principles that were put into use when Liqui Design recently completed the interior design of Brew92, a Saudi Arabian-based speciality cafe and roastery. Located in Jeddah, Brew92’s fl ag- ship Al Khayyat cafe and roastery began as a large, open and bare two-storey build- ing. Liqui Design re-imagined the space with a bold, bright and airy look to give it a new warmth and personality. The selection of the design elements depends largely on the brief received. For Alchemy, a new speciality coff ee concept designed by Studio EM in Al Wasl Road, the brief called for a space with a Scandi- navian backdrop that was simple, clean, and luxurious. At the venue, a faceted central coff ee counter stands out as the most dramatic design statement within the space; this el- ement was created to connect the counter to the rest of the seating area. Its bold form is the perfect juxtaposition to the tranquil backdrop of the rest of the space. The bal- ance of the space is further emphasised by the stunning herringbone fl oor. The ambience depends largely on the Industry Analysis Interior Design Caterer Middle East | February 2019 www.caterermiddleeast.com 38/lighting and it was a huge area for Studio EM to consider when working on Alchemy. “With the predominant glass façade creating a bright and warm environment during the day, we created a lighting scheme that harnessed the abundant natural light during the day and comple- mented the space during the evening. So the cafe could transform itself from night to day. When the lighting is added to the perfect medley of crisp white walls, contrasted with the simple raw wooden staircase and shelving features, lifted up by the vibrancy and earthiness of the greenery, the whole space begins to speak of signature Scandinavian comfort,” says Nicola Fahy, head of food and beverage design at Studio EM. INTERCHANGEABLE SPACES Adaptability is also key in these con- cepts, as the space may be used in a variety of ways. “For a workspace concept we are cur- rently developing in Bahrain, we have de- signed a hybrid space that is interchange- able as per the needs of the space, with the concept being lots of sliding doors that can come in and out of the walls seamlessly, so as to create either a completely open café area if it is busy or if the owner is hosting a seminar or community gatherings. With the movement of a few sliding doors, it can also become a totally diff erent co-working space with a meeting room, telephone rooms and a quiet library, if it needs to be, it’s all about being a clever designer who can create a space that is adaptive to multiple needs,” says Armaly. When working on work-friendly spaces, designers have to focus on designing a space that allows for concentration. “From a concentration perspective, it’s quite easy to create pockets or zones within a concept that are naturally going to be quieter than others. These areas are usually predetermined in the concept stage and if it is part of the client's brief, then during the detail design stage these areas will be detailed with more acoustic paneling and other savvy design tricks to create a quiet zone.” However, it is important not to make the space look like an offi ce, says Fry. “In work-friendly spaces, being able to focus is very important. There are how- ever clever ways to achieve this without making the interior look like an offi ce — adding more soft seating and upholstered items can really help with noise cancel- ling. Also when it comes to space planning try to divide it up by allowing people to have smaller spaces to recede into if they need some quiet time.” For instance, Liqui Design has divided the space at Brew92 into a number of smaller seating areas, delineated by natural wood fl ooring. In addition, a private lounge and rooms off er a sense of intimacy, and are enclosed with an industrial mesh. “A work space in a coff ee shop should be one that is vibrant, dynamic and fi lled with inspirational details and a sense of comfort. You need a great space to help generate great ideas,” says Ghafour. DESIGN AS A BRANDING ELEMENT “With a lot of our clients who we do full project development with, from the brand conception to the interior delivery, the The work-friendly Brew 92 incorporates plenty of noise- cancelling materials. Industry Analysis Interior Design Caterer Middle East | February 2019 www.caterermiddleeast.com 40/main aim is how to tie them all together so as they speak the same language and communicate brand harmony. “Now more than ever, the interior design is becoming synonymous with the brand. It has to be an extension of the brand's voice and persona and with social media. The interior is now the third main component that is looked at, after the main off ering, the coff ee, then comes the service and staff and then comes ambi- ence,” she remarks However she is quick to warn that a great brand and interior is never going to save the business if the coff ee and service is not up to the mark. Studio EM branding director, Neil Baker, who oversaw the development of Alchemy’s brand identity, remarks: “With the name, Alchemy, it was easy to fall into the realms of creating something clichéd for the brand. In sync with the interiors, we used restraint, in order to give a nod to the concept of Alchemy and the Alche- mist, but not to oversell the concept. The branding and interiors have to speak to each other and in the end, we think they do this beautifully — the conversation is calm, delicate yet pronounced and bold. Alchemy is a concept and a space that is all about the simple pleasures in life, relaxation, calmness, great coff ee and a space just waiting to be fi lled with good company and conversation.” Fry believes that too much of branding can become tiresome and monotonous. “It is very unfashionable to have some- thing that looks too branded. Even leading high-street brands are coming away from this. So what is key is cleverly branding a store, whether it is using subtle accent co- lours, or a set material palette. This means you can have an instantly recognisable in- terior without it looking like a traditional chain or franchise, even if it is.” MATERIALS USED Armaly compares the trends of today with the practices of yesteryears. “If you asked me two or three years ago, when indus- trial design was all the rage, it seemed to be brick, concrete, wood, Edison bulbs, and powder-coated aluminum or steel everywhere, with a bit of tan leather or a navy steel chair, subway tiles and a chesterfi eld thrown in for good measure. Thankfully now, we are seeing more and more unique concepts getting away from the industrial era. “What speciality coff ee has done, is to bring a new wave of coff ee shops with some totally new concepts,” she remarks. For Fry, sustainability is the way to go. “We’ve always used sustainable materials in both the furniture and the lighting we manufacture, as well as the interiors we create. This approach in material choice is very important. With current styles, se- lecting high quality natural materials and using them in an intelligent and creative way is key. COST OF INVESTMENT Fry says that the cost of investment de- pends on numerous factors. “There are many factors that need to be taken into consideration, like equipment needs, the size of the interior space avail- able, its condition and what build work needs to be carried out to meet business needs. Above all though, is an understand- ing of the business aims and objectives and knowledge of the surroundings, both in terms of location and competition,” he comments “Having said that, however, there is a general guide we use when working out the cost of investment. You would want to be spending in the region of AED4,827 - 7,240 per m2 of space. You can, of course, invest more than this and you can invest less, but it is safe to say that the coff ee industry is a highly competitive market. "With everyone off ering quality coff ee — coff ee shop goers opt for places with a fun and fresh ambiance. A thoughtfully de- signed atmosphere to create a memorable experience and encourage repeat custom- ers is invaluable,” he says. Armaly likes to explain it in simple terms: “Usually about 100% more than anyone ever expects.” Drop Coffee by Light Space Design. Interior Design www.caterermiddleeast.com Industry Analysis February 2019 | Caterer Middle East /41Interview Al Manara, A Luxury Collection Hotel Caterer Middle East | February 2019 www.caterermiddleeast.com 42/ Nestled on the shores of the Red Sea, guarding the mouth of Jordan’s Saraya Lagoon, lies Al Manara, A Luxury Collection Hotel. Executive chef Eyad Ammouri and F&B director Mohammed Al Qawas oversee the culinary direction of the venue’s two concepts Jordan is a country rich with history and tradition. From the stunning temples at Petra to the forum of Jerash, humanity has survived and thrived in the region for tens of thousands of years, creating a strong culture that survives to this very day. Al Manara, A Luxury Collection Hotel cele- brates that legacy in a modern, palatial surround- ing that pays tribute to indigenous history. As executive chef of the hotel, Eyad Ammouri’s job is to carry that through to the location’s two concepts — Taybeh Al Manara Restaurant and Kubba Levantine Restaurant. Ammouri has extensive experience, starting with Grand Hyatt in Oman before moving to Hyatt Regency in Belgrade, Serbia. Since then he has opened hotels in Dubai, India, Seoul, and Ger- many, prior to settling into his role as executive chef in Jordan. It’s that experience that allows him to take traditional Levant cuisine, so beloved in its home region, and give it a western twist to appeal to both local and international hotel guests. He tells us: “Our concept here is to provide guests with Levantine food and Western food in a fusion. This I believe is a very good experience and is something diff erent in the region. It’s some- thing new for the guests to try.Al Manara, A Luxury Collection Hotel www.caterermiddleeast.com Interview /43 February 2019 | Caterer Middle East “At Kubba we have a fattoush burratta. It’s a twist to have the fattoush from Le- vant and the burratta from Italy. We also have a variety of mezze from Levant also with a twist.” There are still the old classics such as a mixed grill and diff erent types of kofta, but Ammouri thrives when creating something that will make people sit up and take notice. His F&B manager, Mohammed Al Qa- was, a Jordanian national from the capital Amman, says he keeps a close relation- ship with his executive chef, praising Am- mouri for his ability to “maintain a good quality of food, good quality of service overall, and a good selection of products, while making sure that even though the products are good they are not too expensive.” Al Qawas also speaks of the impor- tance of Kubba standing out from its competition. He says: “We wanted to get away from the market and do something diff erent. We didn’t do it the way of other Arabic restaurants, it’s more the Arabic version of Buddha Bar [the popular Dubai venue]. The high ceilings, the lounge, the capacity — it’s a massive restaurant — it’s more of a lifestyle venue.” Indeed with a 300 capacity, Kubba off ers much more than just a simple dine-in experience, with mixology and cocktails a driving force behind keeping customers in the venue. For the other restaurant, Taybah, Ammouri oversees an Italian head chef in a concept that aims to move away from traditional expectations of all day dining. Rather than focus on a buff et for breakfast, lunch, and dinner, it’s mainly F&B director Mohammed Al Qawas Executive chef Eyad AmmouriInterview Al Manara, A Luxury Collection Hotel Caterer Middle East | February 2019 www.caterermiddleeast.com 44/ OUR CONCEPT HERE IS TO PROVIDE GUESTS WITH LEVANTINE FOOD AND WESTERN FOOD IN A FUSION. THIS I BELIEVE IS A VERY GOOD EXPERIENCE AND IS SOMETHING DIFFERENT IN THE REGION. IT’S SOMETHING NEW FOR THE GUESTS TO TRY." a la carte, taking guests on an epicurean journey through Arabia and educating them on Jordan itself. As Ammouri says, “the menu engineer- ing is very important” and he “works with senior chefs in the kitchen to create an indigenous menu from diff erent parts of the world”. He’s able to do that with a kitchen team from all over the globe. Italy, Germany, Sri Lanka, India, and, of course, Jordan are all represented and work “hand in hand to create the concept”, Ammouri adds. To bring that team together in Al Manara, the team focused on building partnerships with the big universities in Jordan to fi nd “young, motivated people” according to Al Qawas. “The main focus was to get educated people and to educate everyone on what is hospitality, what is the Luxury Collec- tion. We had a few challenges in terms of suppliers, in terms of people, in terms of understanding the market, but to see how far we are now six months after opening is a positive,” he said. Ammouri tells us he plans to add more Al Manara, A Luxury Collection Hotel www.caterermiddleeast.com Interview /45 February 2019 | Caterer Middle East WE HAD A FEW CHALLENGES IN TERMS OF SUPPLIERS, IN TERMS OF PEOPLE, IN TERMS OF UNDERSTANDING THE MARKET, BUT TO SEE HOW FAR WE ARE NOW SIX MONTHS AFTER OPENING IS A POSITIVE." W W W . Z I EH ER . C O MVisit us: Hotelex, Shanghai, CN 01.04.2019 - 04.04.2019 booth W5 B10 (with Euip Asia) profi tability to the hotel by increasing the number of events, using the beach and terrace area to provide great F&B at outdoor occasions, with a variety of live stations to spice things up. However, he will have his hands full shortly with the next dining destination in the hotel set to open up in Q1 2019. Amwaj will be a smokehouse seafood restaurant, and Ammouri says it will focus on “ingredients and seafood from the Red Sea.” It’ll be another challenge but the Al Manara team have proven equal to them all so far. Caterer Awards 2019 Nomination Guide Caterer Middle East | February 2019 www.caterermiddleeast.com 46/Nomination Guide www.caterermiddleeast.com Caterer Awards 2019 /47 February 2019 | Caterer Middle East Few people in the F&B industry get the recognition they deserve for the long hours and hard work they put in to making their restaurants, bars, and cafes a success. While customers through the door is always the highest acco- lade, it’s nice to be recognised by your peers in the industry for the job you have done. The Caterer Middle East Awards aims to be that acknowledgement. Nominations are now open for our 11th year of shining a light on the most talented and creative of the region’s food and beverage talent. We are ac- cepting nominations across 16 categories with the trophies to be handed out at a glittering gala dinner to be held in Dubai on Wednesday, June 19, 2019 at JW Marriott Marquis, Dubai. This is no popularity contest – The Caterer Middle East Awards don’t go to the biggest names or the most famous reputations in the market, instead it celebrates the dedi- cated professionals who make the region’s scene the most exciting in the world through an impartial judging process. And this isn’t just about Dubai. Although the city may have the majority of concepts in the Middle East, we want to hear about the in- novators and disruptors from throughout the region — whether it’s an amazing bartender in Cairo or a restaurant doing things diff erently in Riyadh, the Caterer Middle East Awards cel- ebrates achievements throughout the region. Nominations are only valid when submit- ted through our website: www.caterermid- dleeast.com/awards. Via this site, you click to submit a nomination and complete a short registration process. After this, you are able to send through all your nomination material and edit your submissions until the nomina- tion deadline. The deadline for companies and individu- als wishing to submit nominations is 11.59pm on April 2 2019, giving you and your colleagues ample time to put names forward. After this date, submissions will no longer be accepted. The Caterer Middle East edito- rial team will read each and every nomination, compiling shortlist for the 16 categories before presenting the fi nalists to the judging panel which will be comprised of a host of esteemed industry professionals. The judges, to be announced in an upcoming issue of the magazine, will read through the shortlists in their own time before meeting in person to arrive at a group decision on the winner of each category. Then it’s on to the awards ceremony which will be attended by over 500 industry guests. To give yourself the best chance of winning, a well-prepared nomination is a must. So here’s our tips on how you can do so. /47 GUIDE TO SUCCESS Over the past 10 years, hundreds of Caterer Middle East Awards winners have gone on to even greater success. Here’s how you can help improve your chances of making the cut APRIL 2 NOMINATIONS DEADLINE FOR THE CATERER MIDDLE EAST AWARDS 2019 Submit your nominations online: www.hoteliermiddleeast.com/catererawards 2019Next >