Spanning 2,530 sqft, the restaurant has a 120 indoor capacity. The venue is a lot more street-inspired and includes new features like a live wall with projections. Creating an immersive and authentic Asia dining experience, the projections showcase the brand’s inspiration drawn from culinary street hot spots all across Asia and the footage from the Asian Soul Food Tour in 2019.
“We travelled to five countries – including Taiwan, South Korea, Burma, Singapore and Malaysia – for edible inspiration and found ourselves completely engulfed by the culture, hospitality and culinary diversity across some of Asia’s biggest culinary hotspots,” said Stefan Borchardt, brand chef, The Noodle House. “The tour truly inspired us and since returning we’ve created dedicated menus and dishes to share our culinary adventures with our guests – a lot of these dishes are now a mainstay to our menu and create an authentic Asian soulful dining experience. The second stage to recreate the Asian street-feel was to showcase these videos and footage on-screen to our guests.”
Additional luxury is brought to the colour scheme of The Noodle House by including a hand carved heavy stone wall. Timber beams have been placed overhead on one side of the venue giving the effect of an open ceiling, while casting directional shadows onto the store to emphasise and make the most of the long linear space. Heavily textured stone walls, black painted ceilings and raw concrete floors further bring a slightly gritty vibe. A hint of black with gold marble has been added to the live cooking area as well with heavy timbre beams casting directional shadows onto the textured stone.
Currently, The Noodle House has four dine-in locations, with three more in the pipeline and four dedicated delivery hubs in the UAE.
“The Noodle House has become a true staple in Dubai’s growing food scene and remains eternally popular with both dine-in guests and those who prefer our Asian soul food menu at home. The opening of four new outlets – including JBR in 2019, Nakheel Mall most recently in January 2020, along with upcoming venues Dubai Hills Mall and Reem Mall this year elevates The Noodle House as a doorstep dining destination for an even greater number of UAE residents and tourists staying in popular spots across the country. The brand expansion is in-line with our vision for local branches of The Noodle House to cater for diners across the UAE in coming years,” Borchardt added.
The first two days of the 25th edition of Beautyworld Middle EastOctober 6, 2021 | By RetailME Bureau
Words by Farimah Moeini, Snapchat Head of Industry – Retail and Travel TheJuly 5, 2021 | By RetailME Bureau
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