Interview: Provocateur co-founder Brian Gefter

Brian Gefter in Dubai [Photo: Lester Apuntar/ITP Images].

Covering approximately 7000 square feet, the new club has around 25 tables and is able to accommodate up to 350 people. And in terms of staffing, there is an emphasis on bringing across as much expertise as possible from New York.

“We have an incredible team from around the world — it’s a team that we’ve assembled over the past two years and our local partners here are Antonio Gonzales and Manuel Ayas.

“For us it’s not about their background but ‘Provocateurising’ them and making them really understand the brand.
“We’ve brought all of the senior-level managing staff many times over the past two years from where they are to NY for training. And we’ve brought our high level managing staff from NY to Dubai to train here.

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“And we’ve brought a lot of the NY staff here to operate as well. There’s a huge commitment to the brand here.”

Plans for more

Even though Gefter was speaking to Caterer shortly before the club opened, in December, he was already opening up about the possibility of further ventures in the city and region.

When you put so much time, passion and work in a project in one area, I think that sets a foundation for you to grow in that area.

“We have Provocateur in New York and we’re now working on a new project there; it’s drastically different and equally as unique and authentic. When you begin to create and operate in a city, you start to fall in love with that city, and that’s really exciting.”