Inspired by the Parisians and Brits, Fitzroy captures the best of both worlds and brings a unique fusion experience to the table. Located in The Pointe, Palm Jumeirah, this European bistro is the destination for refined platters and traditional beers and wines complimented by breathtaking sea views.
The color pallet and the look and feel of the interior embody an interesting contrast of the stylish Parisian dining experience and the rough and rustic character of Britain.
Looking at the market needs in Dubai and the target audience, we noticed a gap for a refined menu in a casual setting. This is why the customer experience at Fitzroy incorporates a French sense of classy extravagance and professional courteous staff in a laid-back, friendly environment.
The bold monotone flooring was chosen to give the space a European character. The layout focuses on providing a sense of community to guests and offers a variety of seating arrangements from dining to lounge. An island bar removes the boundaries between the guests and the bartender, allowing them to have a more intimate experience. The casual dining space is located next to an open kitchen where guests can marvel at the theatrical preparation of their dishes.
Fitzroy is named after an area in Fitzrovia, England with the intention of adding some British boldness to the brand identity.
The overall concept plays with contrasting characteristics, styles, materials and experiences drawn from different cultures. It portrays an interesting fusion of the two in an unexpected, paradisiacal location. With the right design, mingling cultures and ideas is never impossible!
Scope of workbranding