Design studio Roar has unveiled designs for a trio of doughnut shops across the UAE. Distinguished by soft lines and electric pink hues, HERE-O Donuts stands out among the F&B options at the Nakheel Mall and City Centre Mirdif shopping centers in Dubai, and in Khalifa City, Abu Dhabi. Abundant neon and curvilinear forms define the pastry brand’s visual identity, reinterpreting a factory aesthetic and inspiring play.
“Our brief was to create a space that reflects the brand’s identity, which is resolutely embedded in the idea of fun and play, while devising a rich sensorial journey for the customer,” says Roar senior designer Sara Jamil. “A customer’s first impression typically forms in the first few seconds of entering a shop, that’s why we wanted to design an aesthetic that was immediately dynamic and a true physical manifestation of the brand.”
Custom suspended neon lights cast sinewy, bespoke leather furniture in varying rose tints. Smoked pink mirror and graphite black tile floors with pink grouting also wrap interiors, while metal mesh and wall cladding echo the corrugated metal sheets that adorned HERE-O’s first doughnut truck.
Each of the three locations are equipped with technological focal points, from branded claw machines to a wall-mounted, rotating conveyor belt. Site-specific details also abound in the form of a digital screen that mimics the forms of visitors playing in front of it at the Mirdif outpost and an interactive hologram device at Nakheel.