Amelia – Where Fine Dining Meets Storytelling

Rayan Nicolas, Founder & CEO of Amelia Dubai, on blending steampunk elegance, Nikkei cuisine, and immersive hospitality into one unforgettable destination

Amelia Dubai has quickly become a standout in the city’s hospitality scene. What do you believe sets it apart from other high-end venues in the region?

What sets Amelia apart is its ability to deliver both spectacle and soul. Amelia is more than just a beautiful venue, it’s a journey. From the moment guests walk in, they’re immersed in a multi-sensory experience where every detail is intentional. The space blends modern steampunk elegance with warm hospitality, offering something truly unique in Dubai’s high-end scene.

The Nikkei menu bridges precision and creativity, appealing to a wide range of palates without compromising identity. The cocktail program has gained international attention for its innovation, attracting top mixologists and cocktail lovers from around the world. It’s not just dining or nightlife — it’s a destination.

You’ve successfully translated the original Beirut concept into the Dubai market. What were the biggest adjustments you had to make for this new audience?

Amelia Beirut first opened its doors in 2018, built on a strong identity and precise brand guidelines that gave a clear framework for international expansion. When bringing the concept to Dubai, the biggest adjustment wasn’t the concept itself, but adapting its scale and cultural versatility to meet the expectations of one of the world’s most diverse and demanding hospitality markets.

Dubai is shaped by multiculturalism and global standards. It took over a year of careful market research and observation to fully understand what the audience here truly values. The result was the realisation that it’s not about how much money you spend, it’s about delivering a complete, meaningful experience that feels authentic and worth every moment.

Amelia is not a copy of another venue; it’s a distinctive brand with its own DNA. The challenge was to evolve it without diluting its essence. The design was scaled up, the operational model refined, and every detail elevated to match Dubai’s world-class expectations. That sounds simple in theory, but executing it well is one of the hardest things to achieve.

The steampunk-inspired retro-futuristic theme is quite unique. What inspired this design direction, and how does it reflect Amelia’s brand philosophy?

Every founder brings their own philosophy to a concept, and design has always played a central role for me. From the beginning of my career over 15 years ago, I gravitated toward industrial elements, but with a focus on refinement. Many see industrial design as raw or simplistic, but the real challenge lies in balancing industrial and elegant, creative and cozy, bold and hygienic. Amelia represents the pinnacle of that journey.

The design started with the story. Before a single wall was drawn, the brand narrative was written. The goal was to take guests on a sensory voyage, where every detail — from architecture to music to gastronomy — played a role in the experience. The inspiration began with Amelia Earhart, a woman who defied expectations and chased greatness in a time when few dared to. Her story of courage, resilience, and her mysterious disappearance while attempting to change the world became a core inspiration. The concept blends retro-futurism from the 1920s steampunk era with a modern, luxurious twist.

This fusion of past and future, masculine structure and feminine grace, strength and elegance, is the essence of Amelia. It’s not just a design theme, it’s the visual expression of our brand philosophy: daring, immersive, and unforgettable.

How do you approach innovation in a city like Dubai where standards and competition are constantly rising?

In a city like Dubai, innovation isn’t optional — it’s essential. But true staying power doesn’t come from chasing trends; it comes from building a brand with depth, clarity, and purpose. From the outset, we didn’t just create a concept — we built a brand with a soul. That means not reacting to competition but resonating with guests on a deeper level. The market is intense, with massive investments poured into new venues, a constant search for the next “it” place, and rapidly shifting trends. Yet, consistency, quality, and experience always win.

Innovation at Amelia is as much about operational excellence as it is about design or menu. Sustaining a restaurant in Dubai, where overheads run into the millions, takes strategic discipline. It’s about what you deliver day after day, season after season — not just on opening night. Longevity comes from consistency in value, experience, and execution. That’s what truly keeps a brand alive in Dubai.

You’ve emphasized a commitment to evolving menus and experiences. Can you tell us more about your culinary R&D process and how new ideas are implemented?

Since opening in Dubai three years ago, our menu has been diverse and expansive, catering to a wide range of tastes and nationalities. The goal from the start was to create a menu so well-balanced that it would feel fresh and engaging even without frequent changes. The fact that guests rarely suggest changing it speaks volumes.

Nevertheless, innovation is part of our DNA. We introduce new menu items at least twice a year, not out of necessity, but out of desire. It keeps the experience dynamic, sparks curiosity, and showcases our ability to consistently create dishes that remain true to the Amelia identity. Our culinary R&D process is rooted in guest feedback and global awareness. We collect feedback daily from the floor, and observe emerging trends both locally and internationally — but never follow them blindly. Every idea is reimagined through the Amelia lens to ensure authenticity.

Ultimately, innovation here is about staying relevant, exciting, and consistent, without ever compromising who we are.

How do you maintain the balance between fine dining sophistication and the immersive, upbeat lounge atmosphere Amelia is known for?

It’s a precise and often underestimated challenge. Merging fine dining, immersive storytelling, and energetic lounge vibes doesn’t work everywhere. In many cultures, combining music and fine dining can feel contradictory, but in vibrant, global cities like Dubai, London, New York, Ibiza, Bodrum, or Mykonos, there’s a demand for that fusion: elevated experiences with rhythm, energy, and discovery.

At Amelia, this balance is achieved through precision in timing and flow. Early in the evening, the mood is refined for a sophisticated dinner. As the night progresses, the atmosphere builds naturally into a more vibrant, upbeat setting, without the concept ever feeling like it has shifted. This is the result of constant coordination between the kitchen, service team, bar, DJ, and floor management. It’s about controlling energy, not simply offering entertainment, so that every guest feels the experience was made for them.

What role do your partners, Michel Bassila and Eddy Gebrael, play in shaping the Amelia brand and ensuring its day-to-day excellence?

Michel and Eddy have been by my side since Amelia’s launch in 2018. They’re more than business partners — they’re part of the brand’s soul. The dynamic works because we’re constantly pushing ourselves and each other, never settling even when things are going well.

Eddy is the backbone of operational excellence, ensuring everything from service execution to guest experience runs smoothly. Michel is the face of Amelia, blending sharp hospitality instincts with a deep involvement in culinary direction, ensuring the food identity aligns with the brand vision. Their combined strengths keep Amelia evolving, consistent, and grounded in quality.

Looking ahead, are there any exciting expansions or new concepts under the Amelia umbrella we can expect to see soon?

Yes, we’ve been working quietly behind the scenes on fully developed new concepts under the Amelia umbrella. Our team has invested heavily in planning, but timing is everything. With the market currently experiencing a wave of random openings, we believe it needs a period of stabilization before launching. Once the right window appears, we’ll move decisively — and soon. Our approach is not about riding trends, but leading with purpose, launching only when the moment is right.

With Amelia now firmly established in both Beirut and Dubai, what legacy do you hope to build through the brand on a regional or global scale?

A concept like Amelia isn’t made for every city. It requires the right environment — vibrant cities with strong spending power and cultural awareness. This isn’t just about protecting the brand image; it’s also about the operational reality, given the high overheads and expectations.

We’re now at a stage where regional and global expansion is part of our strategic vision. Our management and operational systems are ready, and as soon as the right opportunity presents itself, we’re prepared to move — with 2026 firmly on our radar. There’s no single country locked in yet, but multiple markets are being studied carefully to find the best fit for both the brand and the business model. When we do expand, it won’t be rushed. It will be intentional, sustainable, and true to the DNA of Amelia — just like every decision we’ve made since day one.