Food & Beverage highlights

Serving smiles at DXB

“We want them to feel that it’s somewhere off the street, really cool and not cold and ‘airporty’.” That’s HWH Hospitality Investments co-founder Mustafa Al Hashimi’s goal for the second Treehouse Juicery at DXB (Dubai International).

Treehouse Juicery offers a combination of cold-pressed juices, hand-crafted sandwiches, with everything responsibly sourced (no GMOs, no additives, gluten free). The first outlet at DXB was the winner of the 2018 Airport Coffee, Tea, Non-alcoholic Beverage Shop of the Year at The Airport Food and Beverage (FAB) Awards held by The Moodie Davitt Report in Helsinki.

The second location is bigger and features a wider menu offer. The concept is designed to evoke a spirit of playfulness, according to Al Hashimi. “We have a treehouse and we have a monkey that’s hanging from a tree. We always like to put in some hidden messages, some playfulness, because at the end of the day many people are going on holiday when they come to the airport.

“They may be stressed out and running for their gates, but when they come to our space it’s very important for them to leave with a smile on their face.”

The Treehouse Juicery philosophy encompasses quality food, innovative and compelling design, and an ‘Instagrammable experience’, according to HWH Hospitality Investments.

The Moodie Davitt eZine | Issue 258 | 26 March 2019