About the project
Jones the Grocer is a well-loved, Australian-origin food emporium. LXA designed Jones the Grocer – Emirates Golf Club, Dubai, revamping the entire look in order to create a homely and relaxed atmosphere, inspiring the imagination of all food lovers. The design was created by turning vernacular Australian architecture on its head, going back to the brand’s roots and delivering something contemporary. The fitout was by Atlas Continent Contracting and the project was managed by Carter Associates.
This site needed to be specifically designed to welcome the golfers that frequent the golf club as well as residents in the surrounding area. It had to accommodate families with young children and singles looking for a great night. The design aesthetic was driven by the requirement for versatility in both the clientele types as well as the venue needed to transition from a daytime lunch favourite to a night-time hotspot. Comfort was another key requirement by the brand as well as the franchiser, along with a mixed-use of seating typologies to cater to everyone’s needs.
The place has a stunning outdoor terrace overlooking the course, making it a perfect family-friendly venue. The customer journey starts with a view of the coffee and grab-and-go counter. A beautiful white eagle coffee machine sits on a pristine white marble counter set in front of the contrasting signature blue tiles. Glowing copper lights hang over the counter, spread across the ceiling and come back down over the bar, setting the scene for a glistening stemware rail perfect for a customer to enjoy and relax.
The bar and central lounge areas serve as the focal point of the space as it’s surrounded by the various offers, the large central cheese, charcuterie and other product displays, dramatic live cooking station and, of course, the coffee servery and bar. There is a mix of bar seating, lounge comfortable seats and dining seats in this area interlaced with potted plants to further enhance the welcoming and cosy feel of the space.
The backdrop to the lounge perfectly caters to Jones’ famous and vastly-popular nights. They also provide a visual transition to the live cook on the raised level that overlooks the lounge and bar area. At the raised level, the live cook provides the theatre. The corrugated metal bulkhead inspired from the barn structures in Australia, typically galvanized, has been adapted to form a deeper polished profile creating a contemporary hood to the live cook.
LXA incorporated a mixture of blue and white crackle subway tiles to tie in the brand identity and project the grocer aesthetic seen in cheese and charcuterie shops. The design is then all tied together by softening the hard reflective finishes with the use of warm, crown-cut, walnut veneer and natural oak merchandise shelving with glowing recessed LEDs to further accentuate the products on display.
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