A new F&B concept, Flow, will open on March 19 at the Jumeirah Emirates Towers.
Flow – developed and nurtured by Jumeirah Restaurant Group – is the brainchild of Emirates Youth Council and Shamma Bint Suhail Faris Al Mazrui, the UAE Minister of State for Youth Affairs.
This newest home-grown Paleo health hub and creative workspace is born out of an inspirational statement by His Highness Sheikh Mohammed bin Rashid Al Maktoum, vice president and prime minister of the UAE and ruler of Dubai – “We are a young country, proud of its youth”.
Inspired by the healthy living and fitness scene experienced within the Emirati youth community, Flow is far from being just another health food concept. Instead, the bespoke home-grown health hub seeks to facilitate the prosperity of the country’s youth, and the youth’s quest to promote the healthy eating movement in the UAE among both Emiratis and expatriates alike.
“Flow has been created by the youth to be a destination to connect and lead the movement towards a healthy lifestyle,” says Al Mazrui. “Correct diet ensures a healthy mind and when people are in this state – the state of Flow as we call it – they reach their optimum potential. Flow is where the UAE’s next generation of innovative leaders will connect, create and converse over nutritious food and specialty coffee in a space that nurtures creativity.”
A modern majilis committed to serving fresh, and where possible, organic and locally-sourced food, Flow aims to foster a vibrant, healthy and engaged youth community via its ‘recognisable food made healthy’ menu.
Flow will boast the country’s first-ever ‘milk taps’ for customers, one of the many unique and Instagram-friendly features of the space. The state-of-the-art, revolutionary milk dispensers offer a unique and pioneering experience for Flow’s clientele to personalise their dishes and drinks as they see fit. With almond, rice, soya and coconut milk, as well as low fat and whole cow’s milk available, the taps are the perfect pairing for the outlet’s home-made granola and extensive coffee options.
As Flow is a youth initiative, all front-of-house staff, including management, are under 30 years of age – a physical reflection of the venue’s mission to cultivate the ideas and hunger of the younger generation.
A dedicated app is also being developed, which will allow those working in Jumeirah Emirates Tower to order food and beverages directly to their desks.
Flow’s stimulating design was created to inspire the youth to connect, create and converse. It will serve as an open workspace with plugs, USB connections and Wi-Fi, while the back of the space can be booked for larger meetings. The space will also host regular roundtables featuring young leaders to stimulate imaginations, reshape the cultural landscape, cultivate an entrepreneurial spirit and get guests into the Flow.