Dine in style

There are fashion labels and then there are restaurants. But as designers such as Giorgio Armani, Roberto Cavalli and Dolce & Gabbana have proven, there’s nothing wrong if you threw a bit of glorious food into the mix.

Come March 7, British brand Alfred Dunhill (owned by Swiss luxury goods holding company Richemont) will throw open its very masculine leather doors in the form of Alfie’s, its restaurant and lounge, to fans in the UAE. Located at the Boulevard at Jumeirah Emirates Tower, the restaurant will be the brand’s third Alfie’s address after Shanghai and Hong Kong, and will be located next to the present Dunhill store.

Alfie’s Dubai, as it will be called, will hope to reflect dunhill’s heritage and is an attempt to take the brand to a new phase, says Nader Elmir, general manager of Alfred Dunhill in Europe and the Middle East. tabloid! on Saturday spoke to Elmir about the brand extension, food and what Alfie’s Dubai will bring to the competitive fine dining market.

How much of Alfred Dunhill the brand is in Alfie’s the restaurant?

Alfie’s is the perfect embodiment of our brand and is a true reflection of its values. In its design and inspiration, it is British, elegant and committed to excellence in service and product.

Shanghai, Hong Kong and now Dubai. Does the choice of location reflect Dunhill’s market focus?

Not necessarily, but rather a reflection of the opportunities we have been able to secure as a brand where we can showcase this concept without compromising on the essence of the Dunhill retail/service experience.

How different will Alfie’s Dubai be from the other two branches?

Alfie’s Dubai is certainly reflective of the successes we have seen in our home in Hong Kong and Plaza 66 in Shanghai. What sets Alfie’s Dubai apart, though, is the fact that we have worked to update the concept to take into consideration learnings from the first two projects. Dubai will be the first to go with the changes we brought in. Here we’ll be serving some traditional classics that taking inspiration from the home of the brand, but with a twist, in line with the evolution of British cuisine as it travels and inspired by what we feel people want to eat.

Why did you choose the Emirates Towers Boulevard as a location?

It is one of the most exciting destinations in Dubai and a very recognisable landmark. This, to us, is the best destination for Alfie’s, relevant and iconic.

Who’s going to eat there?

Alfie’s is a destination where people would want to spend time in a comfortable, warm and luxurious environment, one that provides them with perfect dishes made from excellent produce. With the bar and lounge, it is also the ideal destination for an afterwork drink or catching up with friends or colleagues. We want our patrons to feel relaxed and be able to spend the day there happily.

How do you plan to attract female customers to the restaurant?

Globally, our female customer is very important to Dunhill. Although Dunhill is a masculine brand, we know that women love spending time in Dunhill environments and I’m sure that Alfie’s Dubai will be the same.