OBJECTIVE
Visual Architects were commissioned to design and deliver a bespoke permanent interior fit-out for the launch of Soul Street, located within the luxury Five Jumeirah Village Hotel in Dubai.
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The objective was to create a destination restaurant that celebrated five global street food cultures, with each area of the interior representing a distinct cultural identity. As part of one of Dubai’s most prestigious lifestyle hotels, the design needed to be visually iconic, immersive and instantly recognisable, while capturing the authentic energy, creativity and soul of international street food.
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THE PROJECT
Services Provided
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Hospitality interior design
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Permanent restaurant fit-out
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Concept development & creative direction
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Bespoke scenic fabrication
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Hand-painted murals & artistic installations
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Cultural theming & spatial zoning
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Feature fabrication & logistics coordination
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Installation & on-site delivery
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Our team developed a fully immersive, multi-zone interior, combining hand-painted murals, custom-built installations and iconic feature pieces to represent South American, European, East Asian, Indian and Middle Eastern cultures. Each zone was designed as its own ‘street’, allowing guests to travel through different culinary worlds within a single venue.
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To achieve this, we collaborated with dynamic artists from across Europe, delivering the project over a six-month period from initial concept through to completion. The visual language fused street art, calligraphy and pop art, layered seamlessly across walls and structures to create a rich, energetic atmosphere.
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Key installations and sculptural features were designed and fabricated in Manchester, before being transported to Dubai for installation. One of the centrepieces of the European zone was the refurbished bodywork of a 1950s Cadillac, reimagined as a bold feature installation and standout photo opportunity.
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Throughout the restaurant, carefully sourced materials were used to build depth, texture and realism, ensuring each cultural area felt authentic while remaining part of a cohesive overall design. The Asian district was brought to life with cascading foliage, floral installations and interactive elements, reinforcing the sense of discovery and exploration across every street.
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THE RESULT
The result was Soul Street opening as the go-to place for after-work drinks, lavish bites and real soul food, along with being dubbed as one of the most Instagram-ready spots in Dubai. Gourmet chefs and foodies alike were in their element, as speciality dishes are served across the cultural locales of the restaurant, accompanied by show-stopping performances during peak hours. The opening of Soul Street has been widely publicised across the travel and corporate sector, featuring in Timeout, ‘breakingtravelnews.com’ and ‘What’s On’, with the décor and atmosphere designed by our team placed in the spotlight. It has also been listed as ‘one of the 20 most beautiful restaurants in Dubai’. The restaurant was included in the Luvya Festival held at the Five Jumeirah Village hotel in December 2019, with Craig David among the headliners.
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