A renovation conceived as a delicate balance between honoring the brand’s original identity and reinterpreting it for a vibrant beachside context, Brew Jumierah is a refined, inviting space that captures Brew’s core values of quality, craft, and comfort - reimagined through the lens of its stunning coastal surroundings.
Briefed with challenge of refreshing the café without losing the emotional connection cherished by loyal customers, the H2R team created an environment that feels both familiar and elevated. The design celebrates Brew’s established DNA, seamlessly woven into the character of its seaside context.
Central to the redesign is “Brew Me Up,” a concept which highlights how diverse elements and shapes come together to form a cohesive whole - a collage of textures, volumes, and layers. This approach enabled H2R to honor Brew’s rich history while crafting a fresh, site-specific identity that deeply resonates with both Brew’s community and the natural beauty of its coastal surroundings.
A defining design choice was the shift from Brew’s signature green to a calming blue palette. Blue was selected to evoke the tranquil energy of the nearby sea and forge a direct visual link to the beach. This transition also subtly nods to Brew’s heritage, with blue appearing in the brand’s original identity. To balance the cool tones, warm terracotta and earthy hues were introduced through flooring and built-in seating, grounding the space with textures reminiscent of sand and natural clay.
The design combines contemporary minimalism with eclectic, tactile detailing. Raw and refined materials are juxtaposed thoughtfully - rough plaster walls contrast with warm timber finishes and brushed metal accents, reflecting the “building up” concept through a layered, sensory-rich environment that invites visitors to experience the space on multiple levels.
The tiled counter draws inspiration from Brew’s Mirdif branch, creating a visual link and reinforcing brand continuity across locations. A tiled island flows organically into a built-in bench in earthy tones, establishing a cozy and grounded area ideal for socializing or quiet moments. Soft curtains function as flexible partitions, enhancing intimacy and warmth while preserving openness and natural light, whilst lighting was meticulously curated to highlight the textured materials and spatial zones, accentuating sculptural ceiling elements and furniture volumes that emphasize the layered design narrative.
Renovating an existing structure presented challenges, including layout and structural limitations. H2R Design responded with creative solutions that balanced these practical constraints with the design’s ambitions. Careful decisions in color, lighting, and spatial flow ensured the space remained true to Brew’s identity while feeling naturally integrated into its new coastal home.
Speaking about the project, Hasan Roomi, Co-Founder of H2R said: More than a renovation, “Brew Me Up” represents a thoughtful evolution of Brew’s spatial identity. At H2R, our philosophy is always that design should evolve without losing the soul of a brand. This project showcases how a space can grow and transform while preserving the emotional connection that makes Brew so beloved and we’re proud to have contributed to a space that invites customers to build up their day - one thoughtfully crafted cup at a time”
