Bull&Roo’s original foray into Dubai’s gourmet fare and specialty coffee scene, Tom&Serg is set to open in VOX Cinemas, Mall of the Emirates.
Popping up in the heart of the Mall of the Emirates, Tom&Serg is located opposite VOX Cinemas’ ticket counters and will include design elements similar to its flagship location in Al Quoz.
Industrial and bold, the space will feature the brand’s signature contemporary yet quirky illustration as well as a lush green fit-out inspired to give Dubai residents a haven inside a fast-paced mall.
Tom&Serg in VOX Cinemas will be dishing out specialty coffee and freshly-made pastries from home-grown brands, Encounter Coffee Roasters and Rise & Dawn Bakery. In addition, the pop-up will also unveil a new Grab n’ Go range for the brand, featuring a generous selection of treats inspired by Tom&Serg classics.
Since opening in 2014, Tom&Serg have welcomed coffee and food lovers into their warehouse in Al Quoz. Describing the new venture, Bull&Roo managing director Tom Arnel said: “Continuing with the ethos of popping up in unpredictable locations and fostering unforgettable experiences fueled by gourmet food and specialty coffee, Tom&Serg in VOX Cinemas is a reminder to Dubai residents that they are not alone in the pursuit of culinary excellence regardless of time or space.”
VOX Cinemas COO Michelle Walsh added: “VOX Cinemas is known for its incredible blockbusters and for offering a truly immersive movie-watching experience, thanks to our innovative cinema technology, and now we want to add to this entertainment and lifestyle experience by offering customers even more amazing F&B options. Pairing with a trendsetting, home-grown brand such as Tom&Serg is the next exciting step in this plan, it’s a natural fit that will add great value to both brands and create great moments for everyone, every day.”