UAE. Fast-growing independent food and beverage operator HWH has opened its second Treehouse Juicery at DXB (Dubai International).
Treehouse Juicery offers a combination of cold-pressed juices, hand-crafted sandwiches, with everything responsibly sourced (no GMOs, no additives, gluten free). The first outlet at DBX was the winner of the 2018 Airport Coffee, Tea, Non-alcoholic Beverage Shop of the Year at The Airport Food and Beverage (FAB) Awards held by The Moodie Davitt Report in Helsinki.
“It’s a bigger location and the menu is slightly wider than for the original operation,” HWH Hospitality Investments co-founder Talha Al Hashimi told The Moodie Davitt Report during a tour of the company’s DXB operations [look out for an extended pictorial feature on HWH, coming soon].
“Treehouse Juicery [the original] is still one of our top outlets, so we are very optimistic for this one.”
Talking to The Moodie Davitt Report last year about the Treehouse Juicery concept, Al Hashimi said: “Everything is freshly handmade and we deliver it twice a day to the airport. And it’s very, very good for you.”
Rather than choosing stereotypical images associated with the term Treehouse, HWH opted for a “cool” wood look featuring bare Japanese tree branches when creating the concept. Those same elements, with refinements, have been carried over to the second, bigger outlet.
“There’s always a playfulness in our designs,” said fellow HWH co-founder, Mustafa Al Hashimi. “We have a treehouse and we have a monkey that’s hanging from a tree. We always like to put in some hidden messages, some playfulness, because at the end of the day many people are going on holiday when they come to the airport. They may be stressed out and running for their gates, but when they come to our space it’s very important for them to leave with a smile on their face.”
The Treehouse Juicery philosophy encompasses quality food, innovative and compelling design, and an ‘Instagrammable experience’. “So you attract the customer, number one. Number two is the design. And number three, they come see the food and, if it looks good, they will say, ‘Great, let’s buy. This looks like a good place.
“The real value is design and customer experience. We want them to feel that it’s somewhere off the street, really cool and not cold and ‘airporty’.”
As reported, Dubai-based HWH Hospitality Investments has created an eclectic portfolio of concepts at DXB. The company’s impressive momentum was built on crafting its own original concepts, but in 2018 it was charged with operating Ferrero’s Nutella @DXB café, the subject of a recent Spotlight Series e-Zine from The Moodie Davitt Report (see below).
