Of The Earth: A New Design Language for Dubai’s Farm‑to‑Table Movement
In the heart of Alserkal Avenue, Dubai’s ever-evolving cultural district, a new design landmark has quietly emerged. Of The Earth, founded by young Emirati entrepreneur Alia Khalid Abdulghaffar, is more than a farm‑to‑table restaurant; it is a spatial exploration of heritage, materiality and modern Emirati identity. To bring the concept to life, Abdulghaffar enlisted British architect and Spears 500 designer Tom Rutt, whose vision translates the café’s philosophy into a sculptural, immersive interior.
Architecture Rooted in Nature
The design is anchored by a sequence of 14 three‑metre‑high arches, arranged in a circular formation to evoke an amphitheatre. These sweeping, organic curves, softened and tactile, recall the silhouettes of dunes, shelters, and vernacular architecture found across the region. Rutt’s use of circular geometry becomes symbolic: a continuous shape representing unity, wholeness, and the cyclical relationship between land and table.
At the centre lies a circular, courtyard-like seating zone, gently wrapped around a living tree. It is both a visual anchor and a symbolic reminder of the restaurant’s philosophy: everything begins with the earth. The tree, subtly illuminated by natural light filtering through the space, becomes a sculptural presence, a still point around which the daily life of the café unfolds.
A Palette That Grounds and Calms
The interior palette leans into understated luxury: muted greys, warm beige, soft green and natural wood. These tones work not as decoration but as sensory cues, grounding and calming, deeply connected to the landscape. Light sweeps across marble details and curved display tables, giving the café a serene, almost gallery-like quietness.
While Dubai’s cafés often skew towards spectacle, Of The Earth feels intentionally slower. The spaces flow effortlessly, guided by gentle lines and rhythmic arches that create a sense of ease. It is a design that invites lingering: a morning coffee, a moment of pause, an unhurried conversation.
A Contemporary Reinterpretation of the Emirati Souk
The curved display tables placed at the centre of the space create a moment reminiscent of an Emirati souk, reimagined through a contemporary lens. Instead of bustling stalls, the displays are minimal and sculptural, showcasing pastries, produce, and lifestyle items with quiet elegance.
The effect is theatrical without being loud. Guests seated beneath the wooden arches become part of a subtle, design-driven performance: observing, browsing, tasting, and slowing down.
A Farm‑to‑Table Ethos, Rooted in Place
While the design sets the tone, the concept remains deeply tied to its origins. Abdulghaffar’s vision was to create a space that celebrates local produce, local farmers, and a local story; a narrative that has always existed in the UAE but is now being re-expressed for a modern audience.
The menu is intentionally simple:
• speciality coffees brewed with precision
• fresh juices drawn from local fruits and vegetables
• a curated selection of croissants and pastries
• seasonal offerings shaped by what UAE farms provide
Rather than expanding the menu endlessly, Of The Earth refines it; a design decision as much as a culinary one.
Design Extending Beyond the Plate
A curated lifestyle corner showcases homeware and merchandise that echo the interior’s clean, minimal aesthetic. This thoughtful edit blurs the boundaries between café, concept store, and gallery, making it a natural addition to a district known for its creative energy.
The result is a space that feels as considered as the art galleries surrounding it: a sanctuary of soft materials, sculptural forms and organic gestures.
A New Kind of Café for Alserkal Avenue
In a city where cafés appear almost daily, Of The Earth distinguishes itself through intention. It is not merely a place to eat; it is a place to arrive, to pause, and to reconnect with slowness. Its combination of rooted philosophy, calm design language and commitment to UAE-grown produce makes it one of Alserkal’s most compelling new openings.
Here, architecture does not sit around the food; it completes the story.
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