Lavoya Restaurant Group has announced its acquisition of Em Sherif Deli franchise in the GCC, marking a significant step in the group’s strategic expansion within the culinary landscape. The partnership emphasizes Lavoya’s commitment to diversifying its portfolio and enhancing its presence in casual dining sector.

Em Sherif Deli, known for its authentic Mediterranean flavors and innovative deli offerings, has quickly gained recognition since its launch. With its flagship location in downtown Beirut, Em Sherif Deli respresents the rich culinary heritage of Lebanon while appealing to a modern audience.

Walid Hajj, Co-Founder and CEO of Lavoya, said: “This move represents a significant milestone for Lavoya. By integrating Em Sherif Deli into our portfolio, we are not only expanding our culinary offerings, but also reinforcing our dedication to fostering exceptional dining experiences. Em Sherif Deli’s commitment to quality and authenticity aligns perfectly with our vision for growth.”

Dani Chaccour, CEO of Em Sherif, said: “We are excited to be working with Lavoya to develop Em Sherif Deli in a market that we strongly believe in and have great plans for.  Lavoya’s track record will in no doubt help us grow the footprint of this young, hip and new age brand.  We look forward to our launch in the UAE soon”

As part of this collaboration, Lavoya plans to open multiple new locations for Em Sherif Deli in key locations across the UAE, further solidifying its position as a leader in the culinary sector. This move aligns with the UAE’s vision, which aims to promote economic diversification, grow the tourism and hospitality sectors, and solidify the country’s reputation as a premier dining destination.

Exclusive interview with Houssam Mansour, General Manager, FORM Hotel

What is the concept behind Design Hotels? Who is FORM Hotel?

Design Hotels is a hand-picked collection of boutique and design-driven luxury hotels across the globe.  FORM Hotel, a member of Marriott Bonvoy under the premium brand, boasts a remarkable portfolio of over 350 exquisitely designed hotels spanning the globe. More than a collection of hotels, the company is a collection of stories. Each property reflects the ideas of a visionary hotelier, an “Original,” someone with a passion for genuine hospitality, cultural authenticity, thought-provoking design, and architecture.

What are the policies that you have put in place that have made a big difference? What are the achievements you are most proud of?

Within a short period of time, FORM Hotel has succeeded in positioning and increasing visibility as a leading 4-star boutique hotel within Marriott in the Al Jaddaf area. FORM hotel has been carefully crafted as a design hotel and conceptualized as a boutique hotel, we have been able to increase the number of guests and retain customer retention through direct bookings at a high percentage.

Who is the General Manager of FORM Hotel, and can you share some insights you’re your background and contributions to the hotel’s success?

I am a seasoned 48-year-old Lebanese hotelier with over 25 years of experience in the Middle East and Africa. I began my career at 21 as a management trainee at Forte Grand in Abu Dhabi, now known as Le Royal Meridien Abu Dhabi.

Over the past two and a half decades, I have worked in diverse regions, including Bahrain, Tunisia, the Maldives, Egypt, Turkey, and the UAE, with major international chains like Le Royal Meridien, Hilton Hotels, and Marriott.

Last month, I marked the third anniversary of my journey with FORM Hotel, which has been a pinnacle of my career. I am deeply grateful for the support of the owners, whose commitment and care have been crucial to our success. Together with an exceptional, handpicked team, we have positioned FORM Hotel as the premier choice for chic, cozy, and classy boutique accommodations in the area. It has become a preferred destination for both Marriott members and VIP visitors. Here’s to many more years of continued successand excellence.

Why will guests choose to stay at FORM Hotel?

FORM Hotel Dubai offers a sublimely designed, boutique experience with seamless check-in and personalized touches to your stay. Guests enjoy personal parking spaces with direct, private access to rooms while all guest rooms feature acoustically sensitive windows offering stunning views over the Culture Village and the Creek.

This seamlessness extends through the boutique property with a carefully curated design experience by Paris-based Architecture Studio that is paired with a sense of continuousness and openness.  

A hop away from Dubai’s sights and sounds yet far enough to escape the bustle of urban life, guests can expect the best of two worlds at the property’s strategic location in Al Jaddaf.

How does Marriott Bonvoy’s affiliation and its focus on providing a premium brand experience within the luxury segment benefit its guests?

FORM Hotel, being part of Marriott Bonvoy under the premium brand, attracts many members throughout the year, particularly Elite Ambassadors and Elite Titanium members. These members earn 10 points for every $1 spent and enjoy numerous benefits, including late checkout, complimentary breakfast, and room upgrades. Additionally, we’ve observed that many Marriott Bonvoy members return to FORM Hotel for the personalized service, coziness, comfort, and enhanced privacy measures.

Can you tell us about the Al Jaddaf area? 

Al Jaddaf is still in its development phase, with numerous upcoming projects and ambitious plans aimed at further enhancing the area. It boasts an impressive array of hotels and residential buildings, making it a vibrant and bustling hub for accommodation and housing. This cultural village is well-connected to tourist attractions and entertainment venues such as Festival City and Old Dubai. Architectural practice URB has unveiled its plans to develop the world’s largest Urban Tech District along the Al Jaddaf Creekside in Dubai. Al Jaddaf’s vision of sustainable practices with the project’s plans to use a host of ‘green’ programs and practices to achieve net-zero carbon goals. 

The biggest development in the future of Al Jaddaf is the construction of UAE’s very first sustainable building and a fully solar-powered Dubai Electricity and Water Authority (DEWA) headquarters. Located in Al Jaddaf, you’ll find the renowned Al Jalila Children’s Specialty Hospital, the vibrant hub of visual arts at Al Jaddaf, and the prestigious Mohammed Bin Rashid Library, the largest library in Dubai. Al Jaddaf, a vibrant location in Dubai, offers a rich blend of cultural attractions such as Dubai Culture Village, Zabeel Stadium, Dubai Creek, the Floating Bridge, Dhow Wharfage, and Al Jaddaf Waterfront Sculpture Park, along with a range of luxurious hotels and resorts.

Exclusive Interview with: Artemiy Vasilchuk – CEO, Vasilchuki Restaurant Group

In this interview, Artemiy Vasilchuk, CEO of Vasilchuki Restaurant Group, delves into his path from a family-driven inspiration to becoming a leader in hospitality at a young age. With over 40 successful restaurants across Europe and Asia, Artemiy’s vision for Chaihona No 1 in Dubai Marina marks the group’s foray into the Middle Eastern market. He shares how his family’s influence and his passion for innovation have helped shape the group’s unique fusion of Slavic, Asian, and Arabic cuisines. Looking ahead, Artemiy reveals exciting plans for expanding Vasilchuki Restaurant Group’s presence in the UAE and beyond.

Can you share a bit about your journey and what inspired you to take on such a leadership role at such a young age?

My father is my inspiration and played a massive part in my journey to becoming a restauranteur. We have 40 successful restaurants in Europe and Asia, and they’re all homegrown brands that my father and uncle carefully created from scratch. Hospitality runs through my veins and has been a part of my life for as long as I can remember; in fact, some of my earliest memories are in our family restaurants that, for many years, were the only places I dined at while tasting and sampling new menus, dishes and concepts for Vasilchuki Restaurant Group to bring to market.

How has your experience working alongside your father shaped your approach to restaurant management and innovation?

My Father and our Group Head Chef Sergei Suschenko, are very ambitious and creative people, so being around them is inspiring as they built the Chaihona no1 by Vasilchuki brand from scratch and have such a great synergy. I’m only 23, so I bring a very fresh and young perspective to the group, which is exactly what we need in Dubai with the competitiveness of the market, but my father takes a more traditional approach. There is room for both, so we’ve worked hard in Dubai to keep the brand’s core and adapt its offering to suit this market, which has been fun to do alongside my father.

Chaihona No. 1 by Vasilchuki is your first venture into the Dubai dining scene. What makes this restaurant a luxurious addition to Dubai Marina’s culinary landscape?

There’s no other concept like ours in Dubai, so we’re a new and exciting addition to the Marina dining scene. Sergei has added an Arabic element to the menu for our Middle East launch, and it’s been so successful as our guests can try authentic Slavic food if they’d like but also enjoy Arabic dishes. Our Shawarma is incredibly popular as we serve the juicy meat on a skewer so it can be sliced and shared, which is so lovely for groups served with Hummus and baba ghanoush and a special kebab sauce and herby yoghurt dip if you fancy trying something less traditional.

How do you integrate Slavic, Asian, and Arabic flavours into a cohesive and luxurious menu at Chaihona No. 1?

Our Head Chef, Sergey, specializes in creating unique dishes and menu concepts, so he enjoyed combining all three cuisines into one menu. He has one of the world’s largest cookbook collections, with over 3000 books he’s amassed from his travels worldwide. He sought inspiration from there and did extensive trials of combining ingredients and flavours to understand what works and what doesn’t. He enjoys pushing boundaries, so we’re not surprised when he makes unusual suggestions, as more often than not, they turn out to be delicious.  

Can you share any unique dishes or concepts that embody your vision of luxury dining at Chaihona No. 1?

Our dine and shop concept is a really unique as there isn’t many places that have a small market and flower shop inside them.

With over 40 restaurants worldwide, how does Chaihona No. 1 by Vasilchuki in Dubai Marina fit into the overall strategy and vision of the Vasilchuki Restaurant Group?

Our launch in the Marina was our way of introducing ourselves to the region, and now, as it’s been so popular, we’re focusing on expansion and growth.

Looking ahead, what are your plans for expanding the presence of Vasilchuki Restaurant Group in the UAE and beyond?

Our launch in Dubai Marina is only the start for us in the Middle East. We have plans to expand and operate 30 restaurants in the Middle East within the next three years and have a few more currently under construction scheduled to launch this year.