The Founder of Dubai-based creative house Âme Studio, shares an insight into the concept’s rebranding.

As Dubai’s creative landscape continues to evolve, a new generation of homegrown concepts is redefining how people engage with design, hospitality and experiences.

Founded in the UAE, Âme Studio has built a distinct identity around florals, curated gifting, workshops and event design, creating experiences that feel deeply personal, thoughtful and emotionally driven. Now entering a new chapter through a recent rebrand, the studio is expanding beyond traditional floristry into a more multidisciplinary creative house shaped by atmosphere, storytelling and intentional design. Here, the founder reflects on the evolution of Âme Studio, the growing creative energy in the UAE, and the importance of creating experiences that encourage people to slow down and reconnect.

Âme Studio has built a strong identity around creativity, design and personalised experiences. How would you describe the concept today, and what originally inspired you to create it?

Âme Studio began very simply, with a genuine love for flowers and the feeling they create within a space. Over time, it naturally evolved into something much deeper than florals alone.

You have just rebranded Âme Studio. What can clients and the wider creative community expect from this new chapter?

The rebrand is about clarity and refinement. Over time, Âme naturally evolved into something quieter, more intentional, and more design-led, and this new chapter reflects that evolution.
Clients can expect a stronger visual identity, more thoughtful storytelling, and a clearer creative direction across everything we do. The focus is less on trend-driven floristry and more on atmosphere, emotion, craftsmanship, and timeless experiences.

How do you see the rebrand expanding Âme Studio’s beyond a traditional creative space?

I think the rebrand allows Âme to grow into a more complete creative house rather than simply a service-based studio. The goal is to create a platform where florals, design, gifting, collaborations, and creative experiences coexist naturally.

As an Emirati-founded business, how important is it for you to spotlight and support local creatives through the platform?

It’s extremely important to me. The UAE has such a strong and growing creative scene, and I think there’s real value in creating spaces where local creatives feel supported, seen, and able to collaborate. I also believe there’s a unique perspective that comes from building something locally while still thinking globally, and I’d love for Âme to continue contributing to that creative culture in a meaningful way.

What do you think makes the UAE such an exciting place for emerging creatives right now?

I think the UAE is at a very exciting point creatively right now because there’s a real awareness and openness towards design, individuality, and experience-led concepts. What’s especially inspiring is seeing how creative the local Emirati community has become. There’s a very strong sense of style, taste, and cultural confidence today.

People here are deeply connected to what’s happening globally, whether in fashion, art, hospitality, design, or branding, while still bringing their own perspectives and identities to it. I think that balance between global awareness and local character is what makes the creative scene in the UAE feel so unique.

Have you noticed a shift in how people in the region engage with creativity and artistic experiences over the past few years?

Definitely. I think people today are much more emotionally connected to creativity than before. There’s also a much stronger awareness now — people are very detailed, they know what’s new, what aligns with their personal style, and what’s happening globally across design, fashion, hospitality, and creative culture.

Why do you think there is such a growing appetite for hands-on creative experiences today?

I think people are craving experiences that allow them to slow down and reconnect. We live in a very fast digital world, so hands-on creative experiences give people a moment to be present, create something tangible, and experience beauty in a quieter way. It’s less about perfection and more about feeling.

What challenges do creative entrepreneurs still face in the region, particularly when building independent concepts?

One of the biggest challenges is maintaining originality and long-term vision while navigating a very fast-moving environment. There’s often pressure to constantly produce, grow quickly, or follow trends, but building an independent concept requires patience, consistency, and a very strong sense of identity. I also think finding the right balance between creativity and operations can be challenging when you’re building something very personal.

Looking ahead, what kind of community are you hoping to build around Âme Studio through this next phase?

Even through the rebrand, one of my strongest thoughts was that I want people, the moment they think of Âme, to feel their nervous system calm down a little. I want it to feel like a space, and a brand as a whole, that slows things down, takes its time, and creates with intention rather than pressure or speed. Looking ahead, I hope to build a community that feels creatively connected and emotionally grounded.  I’m less interested in scale for the sake of visibility and more interested in building something with depth, emotional connection, and longevity.