Flair, Flavour & Futurism

After establishing itself as a refined lounge-restaurant in Beirut—one of the world’s top nightlife destinations—Amelia made a bold foray into the heart of Dubai. Nestled in the iconic Address Sky View, Amelia Dubai is a sensory journey that fuses Japanese and Peruvian culinary traditions with Mediterranean flair, all set within a striking retro-futuristic, steampunk-inspired atmosphere. More than just a restaurant, Amelia is a destination for elevated hospitality, where mixology, gastronomy, and music converge. In this interview, Rayan Nicolas, CEO and Founder of Amelia Dubai, shares the story behind bringing this concept to the UAE, the evolving expectations of diners, and what lies ahead.

Why did you choose Dubai for this unique concept launch?
Amelia is not just any restaurant—it’s a complex and delicate operation that requires a high-caliber clientele and a vibrant, dynamic city. When we decided to expand beyond Beirut, the world was still in the early stages of recovering from COVID. At the time, Dubai stood out as one of the most advanced cities in terms of its recovery plan and business readiness. This narrowed down our options considerably, and Dubai quickly rose to the top of our list of target markets.

You have brought in a unique menu and flavours for the audience here. I’m sure you did a lot of consumer deep dives. What is your understanding of the food scene in the region and the consumers?
Yes, we definitely conducted deep consumer research to ensure we catered to local tastes, which is particularly challenging in a multicultural city like Dubai. A lot of our foundational work was actually done with our first brand in Lebanon, as a large portion of the core menu was brought over from Amelia Beirut.

In Dubai, we expanded the menu to accommodate a wider audience. We host guests from all over the world—Europe, Africa, the Middle East, the Far East, everywhere. This is what makes Dubai so unique. It’s crucial to offer menu diversity to appeal to different palates, but at the end of the day, quality and balanced flavors are universally appreciated, regardless of one’s background.

You have also worked with a global audience, and now you are here. Do you think the pocket size for customers has reduced post-COVID?
That’s an important question. I don’t think spending power has diminished, but customer behavior has certainly evolved. Consumers are now more value-driven, more attentive, and better informed about the products and services they receive—which I believe is a positive shift. It’s pushed restaurant owners to raise their standards and leave no room for error.

Dubai is no longer about how much money is invested into a restaurant. Today, people care less about how much you’ve spent and more about the experience they receive. Value for money is key. This is why the bar is so high in Dubai, and we’re proud that Amelia consistently meets these expectations despite the intense competition.

The audience here is very quality-conscious. Any thoughts on the procurement of raw materials and ingredients?
Quality is something we never compromise on. From procurement—where we work only with the highest-grade ingredients—to storage, preparation, cooking, and plating, every step is treated with precision. It’s a delicate process, from ensuring the right temperature and freshness to the final presentation. When done right, customers immediately sense the difference, and they respect it.

What’s next? How do you plan to grow the concept in the coming months?
We’re currently in the exploratory phase of expanding further. It’s a bit too early to make any formal announcements, and it won’t happen in the immediate months, but the direction is clear. Once we’re ready, we’ll reveal the next step at the right time.