The MENA nightlife scene is rapidly evolving, with established destinations still setting trends and untapped markets poised for growth. Five industry experts share their thoughts on what’s making waves in the world of late-night entertainment, from trendsetting to storytelling.

More than just dining

The nightlife scene in the Middle East is truly dynamic and full of potential. Countries like the UAE and Lebanon have already made significant strides in offering top-notch experiences. However, when it comes to untapped potential, Saudi Arabia shines brightly. With its recent reforms and focus on tourism, the Kingdom is poised to make a significant mark on the nightlife map. Egypt, too, is a vibrant market hungry for growth and new venues, which is where our focus lies. In today’s market, the experience is paramount. We ensure our venues are more than just places to dine in by making them immersive environments. To do this, we focus on creating multi-sensory experiences that immediately engage our guests. This includes meticulously designed interiors, curated music and unique culinary offerings that reflect the local culture, while maintaining global standards. By focusing on details, we aim to cater to the wishes of guests who want to not only eat, but to connect, celebrate and be inspired.

Championing local connectivity

Sustainability and well-being are definitely top priorities for us. We’re taking small steps toward incorporating these considerations into our venues, from transitioning to digital business cards to implementing bamboo straws in some venues. Utilizing local resources from the Egyptian market is another key focus for us, ensuring that we stay connected to our roots, while innovating in the industry. We are keen to explore pop-up concepts beyond Egypt, which will inject a dynamic and everevolving element into our venues.

Plenty on the horizon

Exciting things are happening for us! We are gearing up to open Reif Kushiyaki Seasons, New Cairo, before the end of 2024, an upcoming dining experience that will focus on high-quality ingredients. In 2025, we have a new location for Reif in New Giza, which will continue the brand’s commitment to street-style Japanese cuisine in a new, exciting setting. Sachi Swanlake Residence is our latest addition, offering refined dining with elegance. We also have a grand reopening planned for Lexie’s, with a new look and a potential menu update. In addition, there’s a new concept in the pipeline for One Ninety, where we will introduce a novel dining-lifestyle concept.

Beyond the traditional

The nightlife scene in the Middle East is vibrant, diverse, thriving and ever evolving, offering a rich tapestry of experiences that blend music, cuisine and ambiance. As hospitality entrepreneurs, it’s important to keep our fingers on the entertainment pulse of each country and get a good feel for what the people want, including how they’ll respond to particular concepts. We prioritize crafting immersive and inimitable experiences that go beyond traditional dining and nightlife. Years of experience have given us a real understanding of what our clientele want, enabling us to be bold, driven and daring. Our venues are designed to ensure that each visit is memorable and unique for clients. We make it a point not to follow trends – it’s what sets us apart.

A sustainable, supportive setup

Sustainability is integral to our operational ethos. We are implementing eco-friendly practices, such as introducing recycled materials and reusable straws in our venues, and are proud of our dedication to ocean conservation in the UAE. Through our efforts, we’ve prevented more than 350,000 straws from entering oceans and landfills in just three months. We also prioritize the well-being of our team members, fostering a supportive work environment that promotes personal and professional growth. These efforts underscore our commitment to responsible business practices and community engagement.

Regional expansion in the pipeline

We have plenty of exciting ventures on the horizon, including the recent opening of Lucia’s Mare, in a new beachfront location at Jumeirah Beach Hotel, offering an iconic view of Burj Al Arab. Before the end of 2024, we will also launch Bagatelle in the prestigious Astir Marina in Athens. In a huge win for us, we’re also delighted to confirm that we are operating seven distinct restaurant concepts with culinary icon Joël Robuchon in Sindalah, Neom’s luxury island in Saudi Arabia. At home, we’re preparing for the launch of Dubai’s inaugural Meat The Fish, in partnership with NBL Group, located in the new Jumeirah Marsa Al Arab. We’ve also expanded our reach with the Em Sherif brand by partnering with ADIHH, successfully acquiring the franchise rights for both Em Sherif Restaurant and Em Sherif Sea Café in the UAE.

Opportunities across borders

The nightlife scene in the Middle East has evolved rapidly, particularly in cities like Dubai, Riyadh and Doha, where there is growing demand for premium experiences. Key markets are focusing on enhancing regulatory frameworks to promote tourism and entertainment, while maintaining cultural values. Changes are evident, even in more conservative countries, with more liberal policies being slowly introduced. With its Vision 2030 initiative, Saudi Arabia represents the greatest untapped potential for nightlife development in the region. The Kingdom’s shift toward more relaxed social norms includes the introduction of music festivals and mixed-gender venues, reaffirming the opportunities it offers to become a thriving market for nightlife entrepreneurs.

Creating interactive, eco-friendly environments

Today, venues must go beyond simply offering a service or a product and create immersive, memorable experiences. This involves carefully curating the ambiance, from the aesthetic design and sensory elements to personalized interactions and digital integrations. The focus should be on storytelling, creating a narrative that aligns with the brand’s values and connects with guests. The rise of immersive experiences, driven by augmented reality and virtual reality, presents an exciting frontier for creating memorable, interactive environments that captivate audiences in new ways. Additionally, the shift toward sustainability is reshaping expectations, encouraging venues to integrate ecofriendly practices. In our venues, we prioritize sustainability and well-being by sourcing local and organic ingredients whenever possible, reducing food waste through efficient practices and supporting eco-friendly initiatives. By offering healthy menu options, promoting ethical sourcing, and implementing green initiatives, we strive to contribute to a healthier and more sustainable future for our guests and the environment. We also focus on creating a welcoming and inclusive atmosphere that promotes social connections and community engagement.

Eye on Lagos and Dubai

Our pipeline of projects includes the upcoming debut of Mr. Panther, an elegant restaurant and lounge bar, which is scheduled to open its doors in Lagos, Nigeria, before the end of the year. This new venture promises to combine sophistication with a lively ambiance, creating a distinctive dining and social destination. We are also thrilled to announce our plans to take Spine into the UAE. The expansion includes a scheduled opening for the lounge-bar in Dubai in October 2025.

Diverse choice of markets

The nightlife scene in the region is robust. You only have to look at cities like Beirut, Istanbul, Bodrum and Cairo, where nightlife is the backbone of the hospitality scene, to see evidence of this. In Dubai, where most of our concepts operate, the nightlife segment is going from strength to strength, thanks to its sizeable, young and upwardly mobile population. When it comes to other markets, Egypt is one we’re watching, due to the expansion of its hospitality industry. We are also keeping a close eye on Saudi Arabia, given the development underway there, alongside smaller niche markets, like Bahrain.

Crafting unforgettable experiences

We always endeavor to go beyond an excellent food and beverage offering, aware that this, alone, isn’t enough. Ways in which we set ourselves apart include offering an immersive look and feel at our venues, deep storytelling, an attentive and preemptive service, and a welcoming ambiance, alongside the music. We believe that this experience is founded on three main pillars – programming, architecture and design – which, together, craft unforgettable experiences for our guests. Rather than following trends, we prefer to set them. Sustainability is also a key concern for us in terms of both our operations and our people. We are phasing out singleuse plastic across all of our venues and implementing the use of compostable items where possible. In addition, we are investing in several training and education programs for our staff. Their personal enrichment and understanding of and commitment to our sustainability practices, is a vital part of us being able to achieve our sustainability goals.

Destination Dubai

We are in the process of opening five new venues in Dubai which will all be up and running before the end of 2024. These are: Gigi Rigolatto, a beach house, and Ninive Beach, a Middle Eastern and North African-inspired beach club, both at J1 Beach; and La Cantine Beach, Maison Revka and Gohan restaurant at the Delanot, all of which are on Bluewaters Island. Our catering department is also expanding, aligned with growing demand from luxury brands, corporate guests and groups of loyal customers looking to host dining and social events at our venues.

GCC ripe for expansion

The nightlife scene in the Middle East has evolved significantly over the past decade. Cities like Beirut and Dubai have really stepped up in terms of offering world-class experiences. Despite its challenges, Beirut remains a cultural hub, where trends are born. When it comes to untapped potential, I believe Saudi Arabia is the market to watch. With the government’s investments in entertainment and the hunger that is emerging for high-end, curated nightlife experiences, it is definitely a destination that’s ripe for creative and bold concepts. We have some exciting projects on the horizon. Currently, we are working on expanding into new markets within the GCC and Europe, and also have several new openings in the pipeline for Beirut and Dubai, among other markets.

Storytelling key to success

Experience is everything today. We live in an era when customers expect immersive experiences. Whether it’s the lighting, entertainment, service, sound design or seating arrangement, every detail needs to fit with the broader aim of providing customers with a curated, high-end, memorable experience. At our venues, we aim to build a narrative – a story – from the moment our guests arrive, whether it’s through the ambiance, the performances or the service and personalized interaction we provide.

All about anticipation

For me, the key is to anticipate what people will want before they even know they want it. This requires a deep understanding of global trends, technological advancements and cultural shifts. Whenever we identify a new concept that resonates with a fresh group of audience members, we strike effectively and build an immersive experience around it. At the same time, we constantly enhance the experience in our venues to anticipate and adapt to these new trends, all while maintaining the core identity of our brands. People nowadays are increasingly conscious of the impact of their decisions, even when it comes to their nightlife experiences. They want to feel confident that their choices align with their values, and we recognize this. We do our best to prioritize energy-efficiency and waste reduction, which can be very challenging in our industry. However, we are committed to making responsible decisions across all of our operations.