XU
A brand that's timelessly romantic, cinematic and expressive, and plays with the idea of two personalities. Go beyond the scene at XU.
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XU offers an escape from the ordinary and mundane with Cantonese-inspired cuisine and late-night revelry. A place of timelessly romantic escapism - only accessible at night, with neon lights and crimson walls to welcome you.
The design concept revolves around the idea of the ‘unscene’. A brand with two personalities: a cinematic and bold outward facade sparking intrigue, and an internal unseen experience full of surprise and creative expression.
Created in collaboration with A.M Studioworks
Interior Architecture: Pirajean Lees
Copywriting: Hugo Bennett
Photography: Pavel Yarmolenka
Brand Identity Design
Branded Collateral
Dubai, UAE