Into the barista area of Icons Coffee Couture, with guilt-free food and drink, plus the world’s most expensive coffee beans
Icons Coffee Couture launched its first store in Souk Al Bahar, and since then has been in the news for its sugar-free concept and focus on health. The brand’s CEO Elena Weber reveals more about the ideas and workings of this Dubai-based coffee shop:
What is the basic concept of Icons Coffee Couture?
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The brand is a luxury fashion and lifestyle coffee shop concept which was developed in Germany and brought to life in the United Arab Emirates. Created by a team of fashion lovers and motivated professionals, the coffee shop is meant to represent the latest trends in the fashion industry and strives to promote a healthy lifestyle amongst the residents of UAE with sugar-free and only naturally sweetened products for guilt-free joy.
How have you ensured you stand out from your competitors — from concept, service and offering?
The concept stands out because the entire assortment served at the coffee shop is absolutely sugar-free. The idea is to provide healthy yet fashionable eating options to everyone who likes to enjoy guilt-free treats, as well as to diabetics and weight conscious people. Icons’ so-called ‘Hollywood diet’ includes the latest super foods as well as raw, vegan, protein, paleo, low carb, gluten-free, organic and low calorie cakes, bites and bars at an affordable price level for the love of health and fashion.
Tell us more about the equipment used at the venue for coffee, and how important was this while developing the concept?
At Icons we have two main ways of serving our coffees. Our organic espresso drinks are prepared in a semi-professional coffee machine to create the perfect shot for every caffeine boost. Besides that we have chosen world’s most exclusive and expensive coffee, kopi luwak, which is especially prepared and served in a coffee siphon on the customer’s table. Here it was very important for us to create a ceremony to celebrate these expensive coffee beans in an exclusive way. We compared several serving methods and decided finally for the coffee siphon as the most eye catching way to serve the customer with this special treat.
Where do you get your beans from, and is there anything that makes the venue’s bean offering stand out?
We believe in organic and fair trade, which was a very important point for us when choosing the right farms to source our coffee beans. Our beans are roasted with our German partner roaster in a special long term roasting process, where the beans get roasted around 15 times longer and on lower roast temperature to create the unique Icons flavour. We even received the German Bio Seal for our house blend which is a huge step for us in point of credibility.
What is the most popular coffee beverage at the venue?
There are two which are demanded on a regular basis: the snow white caramel frappe with a shot of espresso, and the hot mocha with chocolate drizzle.
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