From café culture to fine dining, the F&B design scene in Saudi Arabia is emerging as one of the most exciting across the globe. Rapid social and economic transformations, an affluent consumer base and a growing tourism industry have ignited a demand for more captivating, innovative F&B spaces and designers have long seen the potential, as they establish their foothold in the Kingdom. A meeting of tradition and modernity is reshaping the gastronomic experience, and the region’s top designers are sharing their insights.
A bigger picture
As Saudi Arabia races towards the 2030 vision, the local F&B design scene prospers in the wake. “The 2030 Vision of the Kingdom offers a pure abundance of choice for designers-of-merit to compete in projects.” says Firas Alsahin “Decision makers are very aligned to the over-arching aspirations of the Kingdom moving forward and therefore seek to establish design relationships in order to successfully deliver on visions. In short, it is a great time to be designing in Saudi,” says Wells. The balance between preserving history and pursuing innovation lays the foundation for a wholly unique market.
“Within Saudi Arabia lies a wealth of cultural richness and a burgeoning market, providing a fertile ground for pioneering designs while adhering to local guidelines,” says Firas Alsahin, Co-Founder and Design Director at 4Space Design. “The dynamic nature of the market ensures a profusion of captivating projects that await exploration.”
Making the move
Opportunity beckons, and designers from across the globe are heeding the call. Recently, Dubai-based firm Say Studio opened a new office in Saudi Arabia and even appointed a designated KSA director. It comes after Kristina Zanic Consultants led the way, opening an office in Riyadh last March. “Our decision to establish an office in Saudi Arabia was a strategic move,” says Zanic. “It was driven by the market’s high demand for interior design services as part of the country’s development boom, but equally so by the appeal of working on exciting high-calibre projects,” she adds. “The opportunity to be part of some of the ambitious and distinctive projects within the Saudi 2030 Vision was a major draw for us.”
Not everyone is convinced the cross-border move is essential, though. Justin Wells splits his time between the UAE and the KSA and says it all comes down to connections. “We are yet to witness any evidence to suggest that an office in the Kingdom creates an advantage or disadvantage for designers, especially if they regularly visit,” says Wells “Knowledge of the local supply chain is critical, though.
The trends
Modern luxury is the ultimate aspiration, but designers enjoy the opportunity for blue-sky thinking. “It’s very much a creative playground for designers,” says Kristina Kristina Zanic. “Clients are as a force in not afraid to the GCC F&B experiment design scene” and be bold with their ventures,” she says of her experience on the ground. “The results of this are evident in the growing number of Saudi eateries on top-ranking restaurant lists within the Middle East.” Zanic savs.
Social media is also playing a large role in the developing design scene. “The incorporation of social media elements is an interesting theme that is becoming more popular,” notes David Ewing, Associate Director at LXA. “This places a significant emphasis on crafting venues that are aesthetically pleasing and eye-catching. The concept of ‘Instagrammable moments’ used to be limited to certain spots. Now, the whole area is seen as a painting worth sharing on social media.”
High-end design, timeless style and a focus on sustainability are the key trends observed by Firas Alsahin from 4Space Design, after completing 14 different F&B projects across the Kingdom. “There’s a strong emphasis on crafting distinctive, top-tier designs infused with sustainability principles,” he says. “The prevailing trend seamlessly merges timeless aesthetics with modern utility.”
While there’s a surge in large international brands setting up shop in KSA, there’s also a growing movement to embrace small-scale cafes and boutique operators. “Within the Saudi F&B realm, two salient themes emerge prominently,” says David T’Kint of DTK Studio. “One is the surge in developers forging affiliations with internationally acclaimed brands through licenses or agreements. Concurrently, there’s an ascendancy of home-grown brands that serve as reflections of local creativity and heritage.” The latter is something Zanic has witnessed among cafes in particular. “Café culture has become quite big in the country, showcasing a contemporary artsy aesthetic with some touches from local culture,” she says.
The Obstacles
There’s a plethora of opportunities, generous budgets and a lot of creative freedom for the designers shaping Saudi style across the F&B Sector, but there are hurdles to jump, too. “Navigating through intricate regulations, catering to diverse local preferences, and balancing cherished traditions and contemporary design elements are challenges we deftly navigate,” says Alsahin.
Timelines also require careful management. “The biggest challenge is in striving to meet ambitious project deadlines,” says Zanic of her experience. “Good design takes time and we need to ensure that tight schedules don’t compromise on quality.” Finding consistent and reliable contractors and local manufacturers is an obstacle that designers face in every corner of the world, but in Saudi, it’s magnified. “Another difficulty lies in the availability of local manufacturers, suppliers, and contractors who can deliver work to the highest international standards required for these projects. We always aim to procure locally where possible, but it will naturally take time for the home-grown industry to mature and expand.”