Tom's Kitchen Deli — Dubai

Brand, Experience and Interior Design

Looking to inspire children and the young at heart, Tom’s Kitchen Deli in Dubai showcases a more playful side of the Michelin-starred chef Tom Aiken. Aimed at families visiting the Middle East’s largest, integrated theme park, at the newly completed Riverland complex, it serves classic fast food, elevated beyond its traditional confines.


The Story

Dubai is the latest evolution of the Tom’s Kitchen concept. Rather than take a single idea and shoehorn it into other locations, Tom’s Deli takes an intelligent approach to build a concept that works intuitively with its intended environment, location and audience.

Taking the lead on the project, Wildfire London developed the brand, experience and interiors, with collaborative input from Forward Associates. It is bold and startling in its intent to create something memorable. An ever-changing lighting installation, featuring 1,500 acrylic candy canes, hangs from the ceiling. Bespoke illustrations on the wall, created by long-term friend of Wildfire, Clunkydoodles help bring the menu to life and create a truly mesmerising environment.


Tom’s Kitchen Deli in Dubai, both in terms of the food and the décor, is very different from what we’ve done before. Such an eclectic menu demanded an eclectic space and Wildfire London, and its partners, have seized that spirit perfectly. Tom’s Kitchen Deli is a feast for all the senses, with the impact to capture the hearts and imaginations of children.

Tom Aikens.