​​Tom & Serg Cafe was our first revolution and it had to be a slam-dunk. We took risks, but we knew they would be rewarded if we stayed true to our ethos – no gimmicks, nothing forced. It wasn’t about the biggest designs, the best branding or the fanciest fit-out. It was about creating something that had its own unique identity and something that was far away from the glitz and glamour of Dubai. The location was our first statement. We created a casual cafe with great coffee, great food and great atmosphere, in an Al Quoz warehouse.