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If you have driven down Hessa Street in Dubai in the last few days, you might have been struck by a revamped facade at Deliveroo Editions site that is bursting with colors and scribbles.
To say Dubai is a melting pot of cultures, languages and cuisines is an understatement. With a community hailing from all around the world, Dubai is continuously becoming more international. The city’s diverse population fuels the infusion of its unique cuisines into the heart of the city, arguably making Dubai an exciting landscape for all things F&B.
On a mission to connect businesses and communities through a shared love of food, Deliveroo is committed to providing an unparalleled dining experience in the comfort of one’s home.
Recognizing the flourishing art scene in Dubai, and the power it has to connect people on a different level, Deliveroo UAE has collaborated with female Emirati artist Aysha Al Hamrani to provide a new visual identity to the façade of Editions sites across the UAE.
In this unique collaboration, Aysha beautifully encapsulated the essence of Deliveroo’s Editions sites through an artwork that weaves in elements of the city’s distinct landmarks, cultural diversity, and culinary richness.
The arresting artwork features the journey of food from restaurant to customers, including riders in motion, chefs crafting culinary delights, joyful customers savouring their meals, and symbolic sites from the Emirati culture. Aysha’s artistry adds a playful and relatable dimension to the overall visual narrative, making it more engaging for the community. These elements artfully converge and obviously represent vital pillars of Deliveroo’s marketplace including dedicated riders, great food, and connecting customers with their favourite cuisine.
Aysha Al Hamrani, Emirati Artist said “Art has the power to transcend barriers and connect people on a profound level. Dubai’s art scene is flourishing and it’s an honour to collaborate with Deliveroo UAE to bring art to the forefront of everyday life. My artwork aims to celebrate the cultural diversity and culinary richness of Dubai while emphasizing the integral role food plays in our lives. Together with Deliveroo, I’m inviting residents on an urban journey to celebrate and appreciate the beauty in everyday moments in Dubai’s urban life, like the simple act of ordering food.”
Taghrid Oraibi, Head of Communications at Deliveroo Middle East said, “At Deliveroo, we are on a mission to connect businesses and communities through a shared love of food. Dubai is a melting pot of cultures and flavours, and Deliveroo Editions is at the heart of this cultural exchange alongside our restaurant partners. Aysha’s artwork beautifully encapsulates the spirit of our Editions kitchens and the connection with our customers.”
The collaboration between Deliveroo UAE and Aysha Al Hamrani is set to bring a burst of creativity and cultural celebration to the streets of Dubai. It exemplifies the company’s dedication to both the art of food and connecting communities, creating a visually enticing experience for all.
Deliveroo Editions is a revolutionary delivery-only platform, which transformed the culinary landscape for customers and restaurants throughout the UAE. Launched in 2017, Deliveroo Editions was one of the first concepts of its kind to be introduced to the market. Throughout the years, it has steadily expanded, consistently charting new directions and setting industry standards within the delivery-only kitchen sector.
So it is no surprise to see that the reimagined visual identity of Deliveroo’s Editions sites celebrates art, culture, and the joy of food across the UAE.
