PXB Dubai is a pioneering wellness and lifestyle destination designed to inspire healthier living through exceptional plant-based food, education, and community. Created to champion sustainability in the Middle East, PXB brings together hospitality, wellness, and conscious design under one roof, offering guests an immersive experience that extends far beyond dining.

TGP International was appointed as a strategic partner from the earliest stages of the project, providing advisory, concept development, interior design guidance, brand curation, and marketing strategy to help transform the vision into a distinctive destination.

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THE BRIEF

The vision was to create more than a café—it was to establish a landmark destination that would educate, inspire, and encourage the adoption of a plant-based lifestyle throughout the region.

Working alongside renowned plant-based entrepreneur Loui Blake, the objective was to develop a concept that seamlessly combined food, wellness, learning, and community. Every element needed to reflect PXB's commitment to sustainability while appealing to a broad audience, making plant-based living both accessible and aspirational.

THE CONCEPT

PXB was conceived as a multi-dimensional wellness hub, with each level offering a unique experience that supports the brand's mission.

On the ground floor, the PXB Café provides an all-day dining destination serving vibrant, fresh plant-based dishes, alongside carefully selected sustainable options including organic meats, seafood, and cheeses. A partnership with sustainable coffee growers, Q Coffee, reinforces the café's commitment to ethical sourcing while offering convenient grab-and-go options for nearby professionals.

The first-floor PXB Studio serves as a dedicated space for education, workshops, demonstrations, and community events. Designed as an academy for learning and collaboration, the studio hosts talks and experiences led by experts in sustainability, nutrition, and plant-based living.

Completing the journey is the PXB Rooftop, a tranquil wellness space designed for yoga sessions, wellness activations, private events, and social gatherings. With healthy refreshments, natural surroundings, and thoughtfully curated experiences, the rooftop embodies the holistic lifestyle at the heart of the PXB brand.

Together, these spaces create an ecosystem where food, education, movement, and community come together to celebrate conscious living.

INTERIOR DESIGN

Located within the iconic Sustainability Pavilion at Expo City Dubai, PXB occupies a setting that naturally reinforces its purpose. As one of the UAE's leading destinations for sustainability education, innovation and community engagement, the pavilion welcomes visitors from across the country for talks, workshops, exhibitions and activities focused on creating a more sustainable future. Positioning PXB within this environment strengthens its role as more than a café. It becomes part of a wider ecosystem where food, wellbeing and environmental responsibility come together.

The interior design reflects PXB's philosophy of connecting people with nature through calm, welcoming environments inspired by the earth. Natural materials, organic textures, warm neutral tones and sustainable finishes were carefully selected to create a sense of wellbeing throughout the venue. Each space was designed with its own identity while maintaining a consistent visual language that reinforces the brand's commitment to sustainability.

From the relaxed atmosphere of the café to the flexible functionality of the studio and the peaceful rooftop lounge, every environment encourages guests to slow down, connect and embrace a healthier lifestyle, while extending the Sustainability Pavilion's mission beyond education into an everyday experience that guests can see, feel and participate in.

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MARKETING

TGP International developed a strategic marketing framework that positioned PXB as more than a food destination—it became a movement centred around wellness and sustainable living.

The marketing strategy focused on establishing a clear brand identity, communicating the concept's unique purpose and building awareness through storytelling, community engagement and educational content. By highlighting PXB's mission alongside its hospitality offering, the brand was positioned as a leading voice in the region's growing plant-based movement.

Beyond day-to-day marketing, PXB became an active destination for community engagement, hosting wellness talks, nutrition workshops, live music performances and collaborative events that aligned with the brand's values. The venue also participated in major city-wide activations, including Expo City Dubai's Brunch City, the roaming brunch concept that showcased leading dining destinations across the site. These initiatives helped transform PXB from a restaurant into a vibrant community hub, strengthening its connection with guests while reinforcing its position at the forefront of Dubai's wellness and sustainability conversation.

PXB Vegan Food Truck Park at COP28

As part of PXB's mission to champion sustainable food systems beyond the restaurant itself, TGP International developed and launched the PXB Vegan Food Truck Park during COP28 at Expo City Dubai. The activation brought together a curated collection of plant-based food brands in what became the world's first all-vegan food truck park of its kind.

Designed as a destination where visitors could discover the breadth and quality of plant-based cuisine, the food truck park showcased a diverse range of concepts spanning street food, desserts, specialty beverages and innovative vegan products. By creating a shared platform for multiple brands, the activation celebrated the growing plant-based ecosystem while introducing thousands of COP28 visitors to sustainable dining experiences.

The initiative reinforced PXB's position as more than a standalone restaurant, establishing it as a catalyst for the wider plant-based movement. It demonstrated how hospitality can play a meaningful role in driving environmental awareness, supporting emerging food businesses and creating engaging public experiences around sustainability at one of the world's most significant climate events.

OUTCOME

PXB successfully launched as one of Dubai's most innovative wellness destinations, bringing together hospitality, education, and community within a single integrated concept.

Through strategic advisory, concept development, interior design, brand curation, and marketing planning, TGP International helped shape a destination that delivers meaningful experiences while supporting a more sustainable future.

Today, PXB stands as a benchmark for purpose-driven hospitality, demonstrating how thoughtful design, compelling storytelling, and innovative food concepts can inspire lasting lifestyle change.

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