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Project Spotlight – Gate Avenue South Market

29 Jun. 2020

At the heart of Gate Avenue is The South Market, an unrivalled concept never seen in the UAE. The South Market delivers an eclectic culinary journey encompassing a total of 13 different kitchens! This aspirational food experience is home to multiple tenanted themed restaurants serving cuisines from all over the world. Works commenced in January 2019 with the project delivery in August 2019.



Project Information - Gate Avenue South Market
·  Name of client: DIFC Investments
·  Name of the contractor: Noaf Interiors
·  Name of the project management company: Turner
·  Name of Architect/ Designer: RMJM, VX STUDIO
·  Name of the photographer: Anique Ahmed
·  Project location: Dubai International Financial Centre
·  Completion year: 2019
·  Square foot covered: 30,000 Sq/ft




Located in DIFC within the Gate Avenue mall which is home to various retail, leisure, and green spaces, to further support the amenities The South Market dining outlet covers an area of 30,000 sq/ft. The theme for the finishes, textures and colour palette drew upon the individual restaurants' character whilst connecting the various spaces into one.

The upscale market stands out with its different design approach in the traditional food hall type eating places because it gives a unique experience with its ambience and a touch of local UAE traditions.



In collaboration with DIFC, TURNER, RMJM, & VX Studio, a wonderfully unique space was created. Customization was key to the project delivery - to maintain a sense of individuality and authenticity; it required over 300 different specifications and finishes both front and back of house. Coordination in sourcing and delivery of finishes specific to the restaurants theme was a vital component to the Project. A wide range of materials were sourced from Europe, Asia, and America to achieve the desired design and affect.

The space was transformed from Shell & Core, with every inch thoughtfully designed and finished. A huge emphasis was put on quality, function, and practicality. From silky smooth concrete and mosaic flooring, to special concrete finished columns, marble counters, metal structures, timber cladding, corian work-surfaces, ceramic tiled walls, feature lighting, planters, custom signage and beautiful colourful furniture. The space, whilst different in every view, manages to flow from one area to the next with ease.

Finishes for metals, woods & tiles were customized to replicate both rustic painted and shaded tones to compliment the urban theme. Innovative solutions delivered by the Noaf Interiors in-house joinery team with wood finishes to successfully produce the desired texture and colours. A smoked rustic feel was created by flame smoking the wood finishes to achieve the design brief. Solid cuts of timber sourced from Bali were used for the wood dining and high tables. Greenery and plantation are added in the space to give it a feeling of urban park. Rustic and wood art like old cottages in different kitchen concepts gives the feeling of back to home to everyone who will experience this space.

This is the one and only place which fuses together so many concepts following the same thought of Dubai, where people from so many nationalities come and make their own paradise. The project threw up numerous challenges, daily. However, Noaf Interiors wish to commend their full in-house Civil, MEP, Joinery & Metal teams and are hugely proud of this project, it was a massive team effort from start to finish.


Initially, the upscale market area was designed to accommodate 5 tenancies with 6m mall corridor forming a triangular shape design. This idea was then developed further to make one big space by removing intertenancy walls. Different types of tenant spaces are then aesthetically linked by an upscale market theme. All tenancy areas in this market are fitted out to promote local talent such that the vendor can come and start their business in readily available fitted out space with flexibility of short term and long term leasing.

Fusion of modern rustic metal, with wooden details, ethnic bricks, suiting to space double-height envision counter design elements in a space talking to each other. The space seeks to emulate the feeling using rough, natural finishes. Cast concrete and art style tiles bordering on counters gives this feeling. The combination of integrated and loose seating with green tones of upholstery in Lebanese concept creates a versatile feature, water garden and plants throughout the interior will create a versatile public space which can be used for lunchtime collaboration or weekend relaxation.


Each kitchen has its own theme giving them their own identity with use of a different material palette. Different types of seating zones are created with special types of furniture styles belonging to their own zones. The huge metal structure surrounding the escalator, not only acts as a welcoming feature for the public from the Damac towers, but also acts as a linking transition between zones.

With a mix of Natural light and Skylight above the food court, warm light above the counters and cool lighting on the circulations gives a totally different experience. Hand-painted walls by the artist and different styles of wall graphics like signages adds to the attraction of this place.


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