Roar has created a playful design language for HERE-O’s new shops, drawing inspiration from the pastry’s distinctive rounded shape. Roar has created its signature, eye-catching interior concept that inspires all the senses across three locations – two in Dubai and one in Abu Dhabi – this time focussing on the visiting customers’ experiences.

Sara Jamil, senior designer at Roar, explains: “Our brief was to create a space that reflects the brand’s identity – which is resolutely embedded in the idea of fun and play – while devising a rich sensorial journey for the customer.” She continues: “A customer’s first impression typically forms in the first few seconds of entering a shop, that’s why we wanted to design an aesthetic that was immediately dynamic and a true physical manifestation of the brand.”

Roar has fused manifold curvilinear lines with hot pink surfaces and detailing to compose an unmistakable look and feel, from the custom suspended neon lights to the sinuous bespoke furniture in bright rosy hues. The tactile materials include textured leather in different shades of pink, smoked pink mirror, graphite black tile flooring with pink grouting, metal mesh and wall cladding that resembles the corrugated metal sheets found on HERE-O’s first donut truck. Roar has also integrated various touchpoints of interactive and immersive technology into the space, adding elements of dynamism and surprise to the customer’s visit.