About the project
Roar has created a playful design language for homegrown doughnuts brand HERE-O’s new shops, drawing from the pastry’s distinct rounded shape. Across three locations – two in Dubai and one in Abu Dhabi – Roar has created its signature, eye-catching interior concept that inspires all the senses but, this time, turning its focus on the visiting customers’ experiences. Roar has fused manifold curvilinear lines with hot pink surfaces and detailing to compose an unmistakable look and feel, from the custom suspended neon lights to the sinuous bespoke furniture in bright rosy hues. The tactile materials include textured leather in different shades of pink, smoked pink mirror, graphite black tile flooring with pink grouting, metal mesh and wall cladding that resembles the corrugated metal sheets found on HERE-O’s first donut truck. Roar has also integrated various touchpoints of interactive and immersive technology into the space, adding elements of dynamism and surprise to the customer’s visit.