Gary Rhodes and Vox Cinemas create luxury concept

Devina Divecha, June 10th, 2015

Majid Al Futtaim's cinema arm, Vox Cinemas, is set to launch 'Vox Theatre by Rhodes', a new luxury cinema which will be the first concept of its kind in the Middle East, partnering with Michelin-starred chef Gary Rhodes.

'Vox Theatre by Rhodes’ will offer a luxury cinema expeirence, along with a full food and beverage menu prepared for Vox Cinemas by legendary chef Gary Rhodes.

The concept is planned to open in Mall of the Emirates (Dubai), Yas Mall (Abu Dhabi) and Nation Towers (Abu Dhabi) in 2015.

Rhodes said: "'Vox Theatre by Rhodes’ is an exciting new marriage and challenge that we hope to turn into a culinary taste that blends and compliments the movie experience Vox Cinemas has always been known to offer and now adding a new venture that I feel proud to be part of. ‘Vox Theatre by Rhodes’ will create a ‘premiere’ of EAT classics for all, as well as new flavours to partner the main event - the movie.”

Rhodes has been overseeing the development of this concept with staff training to kitchen set-up, cutlery design and menu preparations.

In an exclusive interview with Caterer Middle East earlier this year, Rhodes hinted at new projects. He had said at the time, when asked about new projects: "There are a couple of other projects in the horizon which I cannot disclose at the moment. Not restaurants, but all within the industry. So keep watching!"

Cameron Mitchell, CEO at Majid Al Futtaim Cinemas – Vox Cinemas, said: “We are incredibly proud of all of the innovative cinema concepts that we have introduced to our guests in the Middle East, and our new partnership with chef Gary is yet another great chapter in our company’s evolution, and directly in line with our owner’s vision of creating great moments for everyone every day."

He continued: “The Middle East has a very healthy appetite for luxury goods and services which shows no signs of abating and we hope to cater to this market through our new ‘Vox Theatre by Rhodes’ concept. Having the opportunity to work with such a highly acclaimed chef has been inspiring; chef Gary’s tireless attention to detail and unique mastery of the culinary craft has truly brought to life this concept and we look forward to launching it first at Mall Of The Emirates, then across our circuit from September."