Brand Creative Breathes Lifes into Maybury's Vision

There's been a buzz around the prospect of new gourmet food emporium Maybury ever since the concept was first announced, and the opening of the Dubai Marina branch has been much anticipated.

Now open for business, the founders of Maybury have taken their time to create something absolutely special, and after meeting several interior designers, they found in Brand Creative the team that not only understood their concept and vision but have been able to interpret and bring it to life.

Creative Director Carla Conte explained, “Our brief was to create a food environment where the Marina community can shop for essential food staples, have access to luxury and deli food items on their way to and from work, and indulge their passion for taste, quality and preparation.  Maybury brings the best of the best, both in terms of products and food knowledge.  The ambience we have created is that of a favourite neighbourhood deli in New York where patrons are recognised, their preferences noted and their visits are welcomed.  Whether shopping on the run, lingering in the café with friends or sharing hints and tips for recipes and techniques in a Miele custom designed cooking studio with culinary director R Allen Smith, this is the place food aficionados will want to hang out.”

A visit to Maybury is akin to having a personal shopper at your side -  R Allen Smith, a top notch Parisian trained chef who has cooked for the elite (including the President of the United States) is on the team as culinary director.  He specially selects and sources everything in-store himself: from highly prized truffles, quality caviar, sensational French cheese, choice cuts of meat, a range of sustainable fish, to the free range, fresh and organic produce.

Carla understood how Maybury wanted to stand out and appeal to a well-travelled discerning international demographic that has made Dubai, and more particularly The Marina their home.  She knew that the smallest details would capture this audience's attention, and keep them coming back.

Maybury wanted to convey their commitment not only to fine foods and healthy products but also to the human responsibility of taking care of our earth: the ecological balance between the elements and living creatures.  The generic bird in the logo, and featured as a touchpoint throughout the store, including the hand carved hanging sculptures and customised bird print wallpaper, serves as a reminder of the importance of harmony in nature to sustain all life.

Maybury is designed over two floors.  The gourmet shopping area on the ground floor is an eclectic blend of modern contemporary and art deco that engages the visitor.  The colour scheme is a sophisticated palate of aurbergine, chartreuse, warm woods, textured terraze, copper highlights and sculptural elements.  The industrial quality of the painted open ceiling is enhanced by a geometric grid pattern panel system, counterbalanced by mosaic-clad columns, oversize cornice detailing, and bespoke bas relief food related art pieces.  The granite floor is inlaid with a bronze leaf motif, while the original Tom Dixon mirrored copper ball chandeliers combined with the hand carved hanging bird features flying towards the forest scene depicted in the wrought iron grand window which draws attention from the exterior.

An elegant staircase with forged metal banister leads you upstairs to the café and bespoke demonstration kitchen.  As you climb the stairs, you take notice of the stunning Carl Warner commissioned foodscape mural. At first glance it's a photograph of a forest landscape.  Closer inspection reveals that the trees are actually celery sticks, the bushy leaves are made of broccoli, while the foreground includes prosciutto, fava beans and cheese.  Each time you pass, a new detail captures your interest.

The mezzanine level is a bright sophisticated open space.  High gloss contrasts of black and white are softened by light grey tones, blonde woods and complemented by the Kars Norwegian oak wood floor with limestone finish. The furniture is sculptural, while the organic shaped lighting adds drama to the space.  This is where R Allen Smith makes daily selections from the store to create special dishes for tastings and to serve in the café, interacting with customers and listening to their recommendations and preferences.  The Maybury team shares its knowledge of food products, cooking techniques and demonstrations in the specially designed Food School fashioned after a high-end home kitchen.

Whether entering Maybury from the shop on the ground floor or accessing the café direct from the Metro entrance, visitors are immediately captivated by the external presentation: large backlit filligree planters are stationed by the ground floor doors , while a giant bird apears to chirp a welcome at the café entrance.

Everything has been carefully thought out to the last detail – from the biodegradable shopping bags, recyclable takeaway boxes, all designed by Brand Creative, to the latest retail technology, shopping phone apps and home delivery service via branded golf cart.  The overall aim is to supply a personalised, outstanding service, treating every customer as a unique individual whose opinions matter.

The Maybury team are delighted with the results and the time taken on the project has been well invested.  R Allen Smith says, “If it wasn't for Carla and the Brand Creative Team, Maybury wouldn't be here”.

Carla summarises, “We have absolutely loved working with Maybury.  We have created a complete shopping experience and an eatery all within one space.  Everything you see in Maybury's design is original and custom selected.  Maybury in The Marina is the first of four planned outlets in the UAE, with other five star stores to follow in Dubai, Sharjah and Abu Dhabi”.

About Brand CreativeBrand Creative was established in 2011 by Carla Conte and Mohammed El Hijazi and has a core team of talented and knowledgeable artists with backgrounds in strategy, architecture, civil engineering, interior design, and graphic design.  The company specialises in the retail, hospitality and entertainment sectors in the UAE, GCC and internationally, providing unique, creative solutions that increase brand awareness and sales.  The company's impressive portfolio of clients includes Burj Al Arab, Four Points Sheraton, Sisters Beauty Lounge, Al Khayyat Investments and Al Hokair Group.  The company won a prestigious International Interior Design Association (IIDA) Award for “Best in the Retail Category” in the 2013 Middle East Interior Design Competition, for their work in transforming the look, brand and feel of Bin Sina Pharmacies.