By Abir Moussa, Founder and CEO of flowork

For years, offices were judged by location, square footage, design and cost. Those factors still matter, but they are no longer enough. As businesses and employees become more selective about where and how they work, the office is increasingly judged like a hotel, restaurant or members’ club: by the quality of the experience it provides.

This marks an important shift. The office is moving from a property product to a service-led experience.

People no longer ask only whether a workplace looks good. They ask whether it works for them. Was it easy to access? Did the technology function? Was the team responsive? Did it help them focus and make their day easier?

The real value of a workplace lies not only in what it offers, but in how consistently it delivers. A well-designed office creates a strong first impression. Good service is what makes people want to return.

This matters more in a world of hybrid and flexible work. The office is no longer the automatic destination it once was. People can work from home, cafés, hotels or shared spaces, which means workplaces must now earn their presence.

That experience is shaped by small details: the booking process, arrival, cleanliness, privacy, technology and how problems are handled. It is also shaped by human interaction. Remembering someone’s name or making a thoughtful introduction can matter more than another amenity.

Technology improves efficiency, but it cannot create loyalty on its own. People build trust through consistent service and the feeling that their needs matter. A seamless experience looks effortless, but it requires strong systems behind the scenes, and teams with the confidence to respond like people, not scripts.

Design, location and amenities will continue to matter. But as these become expected, service will become the true point of difference. The workplaces that succeed are the ones that best understand the people using them.

The future of the office is not about creating more space. It is about delivering a better experience.

Following its preview at Sole DXB, Neo-Temaki will officially open this July at JW Marriott Marquis Hotel Dubai, bringing its contemporary take on Japanese handroll culture to the city.

Centered around freshly prepared temaki, counter dining and an energy-fueled atmosphere, Neo-Temaki offers an experience where quality ingredients, craftsmanship and interaction come together. With a menu composed by Chef Miguel Huelamo, the concept celebrates handrolls made to order alongside a selection of Japanese-inspired small plates and beverages.

Menu highlights include the Otoro Bomb with bluefin tuna belly and crispy scallions, Hamachi Crunch with yellowtail and plum coated sesame, and Scallop Lux with Hokkaido scallop and yuzu kosho. Beyond the handrolls, guests can also enjoy dishes including Salmon & Hamachi Ponzu, Neo Nigiri Selection and Spicy Wagyu Tartare, complemented by a thoughtfully curated selection of sake, cocktails influenced by Japan, a select range of grape labels, and non-alcoholic concoctions.

Neo-Temaki is set to open in July, marking another step in JW Marriott Marquis Hotel Dubai’s evolving culinary landscape as the hotel continues to introduce original, home-grown dining concepts. Reflecting a broader vision for its food and beverage offering, each is developed in-house to create distinctive dining destinations centred on creativity, quality and exceptional guest experiences.

Known for its signature biga pre-ferment dough, crafted using the brand’s secret recipe, premium Italian ingredients and bold flavour combinations, Naughty Pizza has built a loyal following with standout creations. These include the Tartufino, featuring a truffle cream base, mixed mushrooms, stracciatella cheese and fresh truffle shavings; the hearty Don Brisket, topped with San Marzano tomato sauce, mozzarella fior di latte Agerola, 24-hour slow-cooked beef brisket, semi-dried red tomatoes, parmesan cream and fried rosemary; and the signature Naughty Pizza, made with a pecorino cheese cream base, fior di latte, crispy chicken tenders, fresh chili, basil, and spicy buffalo sauce. Guests can also enjoy a selection of handcrafted classics and seasonal specials that celebrate authentic Italian flavours with the brand’s distinctive twist.

The opening of the Naughty Pizza food truck at Alserkal Avenue marks another milestone for founder Bart Misztal, who launched Naughty Pizza in the UK during the Covid-19 pandemic, growing the brand when much of the hospitality industry faced unprecedented challenges. Building on that success, he brought the concept to Dubai in 2023, followed by a second location at Dubai Festival City. 

The Alserkal Avenue opening marks the brand’s third UAE location and represents a significant achievement, as Alserkal Avenue is widely recognised as one of Dubai’s most sought-after lifestyle and cultural destinations. Home to leading galleries, design studios and independent concepts, Alserkal Avenue carefully curates its tenant community, making the opportunity to open within the district a strong endorsement of Naughty Pizza’s growing reputation.

The expansion comes at a time when many independent restaurants are navigating softer consumer spending amid regional uncertainty and the annual summer slowdown. Rather than slowing its momentum, Naughty Pizza has continued to invest in growth while introducing creative collaborations and community-driven initiatives that keep guests engaged. Recent partnerships, including a collaboration with CAIA, brought together two homegrown brands through a limited-edition menu that generated strong interest during a traditionally quieter trading period.

Naughty Pizza officially opens at Alserkal Avenue on July 15, welcoming guests to experience its Italian-inspired menu in one of Dubai’s leading destinations for art, culture and creativity. To celebrate the opening, Alserkal Avenue visitors can enjoy 20 per cent off their orders during the first week of operations, offering the perfect opportunity to discover the brand’s signature pizzas at its newest location.