Fashion studio by day, restaurant and bar in the early evening and a late night VIP lounge by night: president of Fashion TV Michel Adam today confirmed its latest venture Studio F at the Boulevard Jumeirah Emirates Towers.
The 600 capacity venue will be located on the upper floor and is set to open mid-February.
Studio F will also be a professional fashion studio for a range of master classes, tutorials and events during the day before transforming to a bar and restaurant until 11pm, And in the wee hours of the morning, the venue becomes a VIP lounge with bottle table service, a lighter selection of food and international DJs .
Of the new opening, Michel Adam, President of Fashion TV said, “I am very excited by the opportunity to bring Fashion TV’s after-dark energy to the Emirates in the form of Studio F. I feel that the market here is now ready for us having experienced our previous events in Dubai and Abu Dhabi. Dubai is the natural home of luxury, fashion and style and it is fitting that Fashion TV has a new home here.”
Adams went on to reveal the layout of Studio F : an LCD catwalk ramp around which lounge tables are spaced, LED walls and TV screens. Each week the studio will show the live footage from the various fashion weeks and fashion events around the world. The team is planning to showcase at least 26 different fashion weeks bi-annually.
Additionally, with 30 high definition cameras, the studio is able to broadcast live satellite and Youtube feeds of in-house runway events and parties to its 500 million Fashion TV viewers around the world.
Chatting to tabloid!, Adams named the chef as Angel Zapata, who will be serving up French mediterranean cuisine when the venue converts into a restaurant in the evening.
Fashion and food: an unlikely marriage? He thinks not.
“Models have to eat, don’t they? It’s all about eating the right healthy food. We are aiming to serve that.”
“Fashion TV is aiming to do to adults what Disney has done for kids. Creating luxurious environments is the name of our game,” he said, laughing. “We came to Dubai for the money, our partners made an offer we can’t refuse.”
Studio F is Fashion TV’s second food venture in the UAE, following the launch of F Cafe at Al Wahda Mall in Abu Dhabi last month.
“We are developing three other cafes in the UAE at Emirates Boulevard, Infinity Tower and Sunset Mall in Jumeirah. They will all be fashionable versions of Starbucks,” Adams said. “We have one [clothing] store in Dubai Mall and we hope to expand those to many in the regions. We are also in negotiations to find a suitable partner to open up an FTV hotel in the region.”