Jones Social

There’s nothing we love more than reinventing brands, and with Jones Social in Business Bay we had the chance to do just that. This project allowed us to create something completely new: a bold departure from the elevated version of Jones the Grocer that had come before. Instead, Jones Social stands on its own as an independent concept with a distinct personality.

As the name suggests, the space is designed to be truly social. Located in the Embassy Suites by Hilton in Downtown Dubai, Jones Social brings together good times, good vibes, and great food and drinks in an atmosphere that shifts effortlessly throughout the day.

A key part of the brief was to avoid anything generic. To achieve this, we collaborated with local artist Jen Stelco, who created bespoke artworks directly onto the restaurant walls. Watching the art take shape in real time was an inspiring part of the design journey and set the tone for the rest of the interior of the Jones Social design Dubai.

Lighting was equally important. The venue transitions from vibrant daytime dining to a moody, sophisticated evening setting and later into a lively bar and DJ space. We worked closely with our lighting designers to deliver a fully bespoke scheme. This layered approach ensures the space feels dynamic, inviting, and adaptable to its different functions.

The standout feature is the central bar, which naturally anchors the design. The existing site lent itself to three distinct zones, defined by its structural pillars. To the left, a relaxed dining area caters to intimate dinners; the central bar lifts the energy levels and becomes the heart of the space; and to the right, the social zone allows guests to let loose as the evening evolves.

This was our 19th collaboration with Jones the Grocer, but our first foray into shaping the new Jones Social brand. We’re excited to see how this concept grows and where future iterations of Jones Social Design Dubai might lead.

Photography by Michael Kruger