Rume Magazine Issue 002 January 2024

RUME

MAGAZINE ISSUE 002 JANUARY 2024

TWENTY TWENTY FOUR-CAST OUR PREDICTIONS FOR THE UPCOMING YEAR

ED SHEERAN IS THIS THE BEST POOL IN DUBAI?

RUME

MAGAZINE ISSUE 002

contents 3 EDITOR’S LETTER WHAT’S NEW THIS MONTH

JANUARY 2024

8

THROWING OUT THE RULE BOOK

WHAT JACQUEMUS CAN TEACH US ABOUT BUILDING A BRAND IN 2024

4 TWENTY TWENTY FOUR-CAST 9 BREAKFAST IS SERVED

DISCOVER OUR FAVOURITE HIDDEN GEM FOR A MORNING MEAL

OUR PREDICTIONS FOR DUBAI IN THE UPCOMING YEAR

5 FEELIN' FLORAL

EVERYTHING YOU NEED TO KNOW ABOUT FLORAL STORM

6 ED SHEERAN

THE SUPERSTAR SINGER MAKES HIS WAY TO DUBAI

7 ANTI DRY JANUARY CLUB SPARE A THOUGHT FOR THE HOSPITALITY INDUSTRY THIS MONTH

10 A CUT ABOVE

IS THIS THE BEST POOL IN DUBAI? HEAD 22 FLOORS HIGH FOR A BUCKET LIST EXPERIENCE

11 HIT THE HIGH SEAS

AN INSIDE LOOK AT ONE OF THE BEST WAYS TO SEE THE SIGHTS

12 COMING TO THE CAPITAL

HIGHEST IN THE RUME HOW WE DEVELOPED A UNIQUE GIFT FOR A LEADING FMCG BRAND IN THE UAE Crafting unique, personalised gifts for corporate clients is such a passion of ours, and we love to blend creativity with functionality.

Recently, we had the privilege of collaborating with KFC, a renowned name in the fast-food industry. They approached us with a special request – to create a custom gift for their office staff, as they prepare to move to a new location. Our team came up with a bespoke leather work folio, an item that perfectly balances professional elegance with practicality.

This project with KFC stands as a testament to our dedication to creating bespoke corporate gifts that are both meaningful and useful.

2 | RUME | January 2024

MEET OUR NEWEST RETAIL PARTNER IN ABU DHABI

editor’s letter

I

know it gets a bad rap, but I honestly love January. I’m not sure if it’s the great weather, the excuse to make a fresh start, or just the calm after the storm that was the festive period. This month I’m planning to rehaul my life, starting with moving to a new house. I’m in the process of decluttering and it feels amazing to get organised and make space for the new. While many of us choose to make January a time for detoxing and cutting out some of our favourite pastimes, on

page 7 I urge you not to completely rule out the hospitality industry this month, and pop into your favourite bar for a cocktail or two. I guarantee it will mean more to them than you realise.

Looking forward to the rest of the year, we share our predictions for what the next 12 months will bring on page 4. We’re also taking a deep dive into one of our favourite brands of the moment, Jacquemus. Looking beyond their clothing and accessories, in order to unpick the decisions and marketing moments that propel them ahead of the curve.

There’s also some music mania to look forward to this month, as superstar singer songwriter Ed Sheeran makes his way to Dubai. Ahead of his gigs on 19 and 20 January, we take a look at his success story so far and share why we can’t wait until the live show.

Enjoy the issue and see you in February.

Elise

wishlist

LOEWE ANAGRAM BELT IN CALFSKIN AED1,750 loewe.com

AESOP AROMATIQUE HAND WASH AED160 aesop.ae

ASSOULINE MARRAKECH FLAIR AED370 tanagra.me

SMEG BLACK 2 SLICE TOASTER AED749 crateandbarrel.me

january 2024 | RUME | 3

Rise of gourmet street food Dubai's diverse, youthful population is driving a surge in gourmet street food, reflecting a global trend towards quality, convenient dining. Food trucks and outdoor markets are increasingly popular, offering a variety of high-quality, multicultural dishes.

This trend aligns with the city's adventurous culinary spirit, providing a platform for innovative cooking and satisfying the demand for unique, casual dining experiences, thereby enriching Dubai's vibrant culinary landscape.

TWENTY TWENTY FOUR-CAST OUR PREDICTIONS FOR DUBAI IN THE UPCOMING YEAR

Growth of the local fashion industry Dubai's status as a fashion hub is ever-growing and increasingly respected.

The city's cosmopolitan population and reputation as a luxury shopping destination further cement this, and we are sure to see more emerging designers coming out of the city in 2024. The introduction of Dubai Fashion Week was a pivotal moment in firmly establishing Dubai as a centre of innovative fashion, where local creativity meets international acclaim, further enhancing its global appeal in the fashion industry.

Evolution of the music and nightlife scene This is set to evolve significantly, driven by Dubai’s status as a global city and a major tourist destination.

The diverse population and influx of international visitors demand a variety of musical genres and nightlife experiences. This evolution is supported by Dubai's advanced investment in entertainment, making it an ideal venue for international acts and music festivals. The city's multicultural fabric ensures a vibrant mix of Western, Middle Eastern and other global music influences, creating a unique and dynamic nightlife landscape. These developments position Dubai as a burgeoning hub for diverse musical expressions and vibrant nightlife experiences.

Emergence of new cultural hubs Dubai's push towards cultural diversification is fostering the emergence of new artistic hubs, enhancing its cultural landscape. These districts will serve as platforms for local artists, musicians and performers, promoting collaboration and cultural exchange. This aligns with Dubai’s strategic vision to enrich its cultural footprint, making the city a vibrant centre for arts and creativity, and strengthening its position as a hub for cultural diversity and artistic innovation.

4 | RUME | january 2024

Interactive dining experiences The trend towards interactive dining experiences reflects a desire for unique and engaging culinary adventures.

Live cooking stations and chef’s table events offer immersive, personalised experiences, appealing to a city known for luxury and innovation. This shift enhances dining from mere eating to an interactive, memorable event.

Luxury branded restaurants and cafés Offering a unique fusion of dining and retail, luxury cafés cater to the city's affluent and cosmopolitan demographic. Reflecting each brand's identity, these establishments provide a comprehensive luxury experience beyond just culinary delights. From interiors mirroring brand aesthetics to menus curated to complement the luxury lifestyle, they offer an immersive experience that extends beyond conventional dining. Serving as social hubs, they attract not just shoppers but also those seeking indulgence in their dining experiences, further cementing Dubai's position as a convergence point for luxury, fashion and gastronomy.

Increase in pop-up concepts Pop-up concepts are thriving in Dubai, driven by the city's quest for exclusive, novel experiences. These limited-time events from renowned brands offer a sense of urgency and exclusivity, resonating with Dubai's dynamic, experienceseeking populace. Ranging from culinary to fashion and tech, pop-ups provide unique, immersive experiences, becoming social phenomena and allowing brands to engage intimately with their audience.

Global culinary icons in Dubai The city's status as a luxury tourist destination and its affluent consumer base makes it an attractive location for internationally renowned chefs and restaurant brands. These establishments can elevate Dubai's global dining reputation while catering to a clientele that seeks world-class culinary experiences.

WORDS: ELISE KERR

W

hen creating Floral Storm, I sought to craft more than just a candle; my vision was to design an embodiment of elegance and refined aesthetics, a visual and olfactory masterpiece that would enhance any living space. This creation stems from my passion for combining

art with functionality, blending the sensory pleasure of fragrance with the visual beauty of design.

The journey began with the selection of the vessel. The gun metal silver metallic jar was chosen for its luxurious appearance, symbolising sophistication. It’s a piece of art in itself,

designed to be a focal point in any room. The packaging, with its monochrome abstract artwork featuring smokey flowers and delicate petals, was conceptualised to be a visual extension of the candle's essence – understated, yet

M R O T S L A R L O F

MUSK

a mood that speaks of tranquillity and refined taste.

Creating Floral Storm was about understanding the desires of trendsetters and design enthusiasts.

I envisioned it as the perfect centrepiece for those who curate their homes with an effortless flair for beauty and contemporary style.

strikingly beautiful.

At the heart of Floral Storm is the fragrance – a heady blend of lily, tonka and musk. This scent was carefully curated to capture an aura of sophistication and allure. It was essential that the fragrance not only perfumed a space but also created an ambience,

As Floral Storm burns, its gentle glow and intoxicating fragrance are meant to transport you away from everyday life. It’s a celebration of the finer things in life, a testament to the belief that true beauty lies in the details, and that they can transform the ordinary into something extraordinary.

the-rume.com

january 2024 | RUME | 5

GET READY TO HEAR THE SHAPE OF YOU SINGER LIVE IN DUBAI THIS JANUARY Making his long-awaited return to the UAE, British pop singer, Ed Sheeran, will perform at Dubai Sevens on 19 and 20 January to a crowd of thousands. At the time of press, the latter performance has been sold out for weeks, with limited tickets available for the 19th. Those able to get their hands on some will be treated to an extended discography that spans 13 years.

Since 2011, Sheeran has been flooding our radios with his catchy lyrics and unforgettable melodies. The A Team was the first to rock the airwaves, becoming an instant hit and turning the then-20-year-old into an apparent overnight success. As with most similar cases though, his journey to stardom didn’t begin there. At the ripe age of 11, he learned to play the guitar and began writing songs while still in school. Clearly a natural performer, his classmates voted him ‘most likely to be famous’.

Even in the years leading 6 | RUME | january 2024

up to his debut single, Sheeran was working the circuit and closely associated with talent of the time, including Passenger, Just Jack, Example and regularly featured on Jamal Edwards’ popular YouTube channel, SBTV. His debut album + (Plus) became the second-bestselling debut album in the UK, and featured hits including You Need Me, I Don’t Need You, Lego House and Drunk. He’s also listed as a co-writer on chart-topping hits for artists One Direction and Taylor Swift.

For his Dubai gigs, he'll be joined by British support act, Calum Scott, who will no doubt impress the crowd with tunes including his viral cover of Dancing on My Own. After he brings his

‘+ - = ÷ x’ Mathematics Tour to Asia and the

Middle East, Sheeran has a big year ahead.

With dates that take him across the globe, starting in Bahrain and finishing in Cyprus this September.

edsheerandxb.com

ANTI DRY JANAURY CLUB We all know the drill by now. January is the time to hit reset, buy a new gym membership, eat more green stuff, cut all sense of joy out of your lifestyle and try to undo the damage of Q4. But where does that leave the city’s hospitality industry? A sector that many of us can’t live with or without, but definitely wouldn’t survive without us.

Behind the venues,

don't forget, are real people trying to make a living. This January, spare a thought for your favourite independent bars in the post-Christmas slump and consider treating yourself to a cocktail or two. We promise it won’t cancel out all the effort you’re putting in the gym, but they’ll likely appreciate it more than you even realise.

IMAGES (CLOCKWISE FROM BOTTOM LEFT): 1. LYLA | 2. SAMBA ROOM | 3. 7 TALES | 4. SOCIALISTA | 5. NOBU PRIVE | 6. NYX | 7.

MOONSHINE | 8. GOHAN | 9. GALAXY BAR | 10. ONGAKU | 11. THE AVIARY january 2024 | RUME | 7

WORDS: ELISE KERR

T

hey say ‘content is king’ but in 2024, creativity is queen. And if there’s anyone nailing the art of creative branding at the moment, its Jacquemus.

Founded by Simon Porte Jacquemus in 2009, the fashion house has the top three things you need to be at the forefront in this social media-driven era: originality, bravery and above all, creativity.

I’m not saying that Jacquemus is the most innovative or disruptive brand in the market, but a skill it is achieving is the delivery of effortlesslooking, well-executed concepts in that ‘don’tyou-wish-you-thought-ofit-first’ way. From kicking off the CGI trend with bag-trams running through the streets of Paris to outof-the-box content ideas garnering hundreds of thousands of shares; the brand with ‘no marketing team’ sure knows how to market itself.

Ahead of its launch in the UAE under Chaloub Group, we dive into what makes the brand one-towatch for 2024.

Experiential shopping Gone are the days of strolling through the mall just 'because'. We’re busy, if we want to shop, we’ll do it online. Brands need a way to bring us in-store in order to demonstrate quality, increase upsells, build rapport and so on.

The way to do it? Take the experience beyond transaction and into the realm of entertainment: i.e. what else can the customer gain from it?

Jacquemus cleverly nails this through their unique pop-up stores. Its 24/24 boutique, inspired by a vending machine, saw a 8 | RUME | january 2024

TH ROWI NG OUT TH E RULE BOOK WHAT WE CAN LEARN FROM JACQUEMUS WHEN IT COMES TO BUILDING A BRAND IN 2024 fuchsia concept with pink products behind glass, operated by a touchscreen with a card machine that ran without interruption for three days straight.

During the campaign, Jacquemus shared on Instagram that someone had DM’d them to say they felt too intimated to enter, which sparked a response from the founder to make sure everyone felt welcome, even if only to take a picture.

Creative control One of the main ways that Jacquemus (the founder)

has managed to be so creative with Jacquemus (the brand) is because he is the sole owner. Having never raised funding, Jacquemus answers to no one, which is a beautiful thing when it comes to taking risks, making noise and growing a brand with authenticity.

From posting selfies with his partner to product pictures looking less-thanperfect, Jacquemus can do things that brands under LVMH, for example, simply cannot, thanks to a succession line of billpayers ready to put their foot down the second that things step 'over the line’.

And it’s exactly this step that makes the brand feel approachable, relatable and therefore desirable.

Collaboration and endorsement Aligning yourself with the celebrity of the moment or one of the world's biggest consumer brands is nothing new but it’s important to do it in a way

that feels authentic. When the customer can see the strategic steps, the strategy becomes redundant.

Simon Porte Jacquemus’ friendships with Dua Lipa, Gigi Hadid and Kendall Jenner feel so genuine that its hardly surprising when we see them star in the next season’s campaign.

The brand’s collaborative collection with Nike was captioned with comments that make you feel the excitement behind the post, and happy for the designers behind the collaboration.

It's also worth remembering that while it may seem like the brand has become an overnight success, it’s taken the best part of 15 years to reach this point. And while it shows no signs of slowing down, to reach this stage in a company, particularly without outside funding. is a remarkable achievement that shouldn’t be dismissed or overlooked.

jacquemus.com

WORDS: ELISE KERR

BREAKFAST IS SERVED WHY THIS HIDDEN GEM IS ONE OF THE MOST UNDERRATED BREAKFAST SPOTS IN TOWN

P

erhaps I told a few too many people about the breakfast at Bulgari Resort Dubai, as the price has increased ever so slightly in the recent months. I won’t stop though, as it’s still incredible value for money. You don’t need a reservation, just head to the Jumeirah Bay resort and make your way downstairs to Il Café, choose a table outside in the shade (weather permitting) and drink in the calming atmosphere as the yachts bob in their mooring spots within the harbour.

At the new price of AED175, order the Milano.

It’s enough for two people to share, with a choice of eggs, fresh fruit and pastries, a bowl of yogurt and granola, fresh juice and a tea or coffee. Of course, you might want to order an extra coffee or another breakfast dish but the meal shouldn’t come to more than AED250 for two people.

While other breakfast ‘deals’ might be lower in price, the value really comes in the experience at Bulgari. Where else can you rub shoulders with some of Dubai’s richest residents while tucking into a perfectly cooked omelette?

Sure, you can pop down to your local café’s all you can eat buffet, where for just AED69 you can listen to the sound of screaming babies as you sip on a lukewarm cuppa and ask for some butter for the third time.

Personally though, I’d rather go to Bulgari once in a month than that café every week for a relaxing morning manifesting the next few years by which time, I’m somewhat delusionally dreaming of owning one of the yachts parked up in front of me. I always leave feeling fulfilled in more ways than one, and that’s really more than you can ask for from a weekend breakfast.

bulgarihotel.com

january 2024 | RUME | 9

A

Cut

Above When only the best will do, spend a day at Cloud 22

S

ince its opening, Atlantis The Royal has cemented its hyped position as the most impressive hotel in Dubai, if not the world.

While people from all over have flocked to see its grandeur, even if only to admire the lobby, one area has remained closed off exclusively to hotel guests, until now.

Cloud 22, fittingly poised on the 22nd floor, has finally opened its ethereal doors to outsiders, allowing a taste of the exclusive sky pool without having to spend a night in the resort. The infinity pool with a swim-up bar, majestic floating beds, and 11 exclusive cabanas, each boasting a private plunge pool, create an indulgent atmosphere. The most epic aspect has to be the pool’s view, offering a panoramic vista of the Dubai skyline and Palm Jumeirah from a vantage point previously only reserved for helicopter tours and passengers of The Dubai Balloon.

The menu, curated by chef Serhat Meci, boasts a selection of bites and large plates, from wagyu sliders to truffle buratta and grilled lamb chops.

Unsurprisingly though, the privilege doesn’t come cheap, with day passes starting at a cool AED450 on weekdays, with food and drink on top. Packages for groups are also an option, with Gulf View Cabanas starting at AED7,500 for six guests including a private plunge pool and a bottle of Champagne to share. The full list of Cloud 22’s packages can be found online.

For a bucket list Dubai experience, you’ll be hard pressed to find something more opulent than this. Whether for a special occasion, or just to get that vacation feeling in Dubai, Cloud 22 is a worthwhile choice.

atlantis.com

10 | RUME | january 2024

Explore Dubai with

SELF-DRIVE BOAT TOURS

S

et sail across the vibrant waters of Dubai without the need for a boating license with HERO Boats. Immerse yourself in the allure of speed and elegance aboard one of their vessels, capable of reaching thrilling speeds up to

50km/h. Your journey will be framed by vistas of Burj Al Arab, Ain Dubai and Atlantis, The Palm resort. These landmarks become your backdrop, glistening against the azure sea, offering unparalleled photo opportunities.

HERO Boat's prestigious

recognition as the UAE Leading Boat Tour Operator by the World Travel Awards is a testament to the unique experiences they offer. The experience is an exploration that combines adventure and scenic beauty of the Arabian Gulf.

Choose from a signature boat tour or a sunset boat tour, with prices starting from AED295 per person. The actual route will change depending on the weather conditions of the day, but you’re bound to see some of the city’s most picturesque landmarks and enjoy the fresh ocean air. heroboattours.com

january 2024 | RUME | 11

COMING TO THE

CAPITAL Corso Design is a high-end furniture store and interior design studio found in Sheikha Fatima Park, Abu Dhabi. Their approach blends art and design, focusing on creating a sense of belonging and pride in living spaces.

Corso Design’s concept store is home to several premium brands, the majority of which are

january 2024 | RUME | 12

Italian, and now hosts The Rume's full collection of candles. Abu Dhabi residents can experience our olfactory offering for themselves before deciding which ones best embody their own style and personality. The store also holds regular events to support local brands, so be sure to check them out.

corsodesign.me