Iconic New York City eatery, Serendipity 3, to open in Dubai

Al Tayer Group is set to launch the first two Serendipity 3 outlets in Dubai in December 2015, at Dubai Festival City and The City Walk, under an exclusive license covering the GCC.  These will be the first operations outside of the U.S., of the famed establishment.

Serendipity 3 has been one of New York City's most beloved eateries for more than 60 years. Founded by Calvin Holt, Patch Caradine and Stephen Bruce, the name is defined as "...the art of making happy discoveries, or finding the unexpectedly pleasant by chance or sagacity."  Serendipity 3 offers guests in Dubai the same whimsical menu as their New York clientele, with unique desserts including ornate sundaes, pies, cakes, floats and the famous signature Frrrozen Hot Chocolate. The savory creations make for a haven of timeless dishes tapping into nostalgic cravings, while being exciting and new at the same time. Foot-long hot dogs, pastas, burgers, sandwiches and breakfast options all served in generous portions, with a twist, aimed at inspiring customers to make happy discoveries.

Designed by award winning international design consultancy Harrison, in consultation with Al Tayer Group, the décor in both locations is attractive and enticing, resembling a theatrical stage set.  Awash with colourful interiors including variegated furniture, Tiffany lamp shades dropping down from the ceiling and wall art pieces suggestive of the early days of the restaurant and the journey of the three founders. The terrace reflects a similar design with added iron open cages to host intimate groups. The store front displays the logo with the three princes, created by Milton Glaser and Seymour Chwast in the 1960’s that remains the symbol of Serendipity 3 to this day.

Serendipity 3 is an iconic institution treasured in one of the greatest cities in the world and which has welcomed the likes of Cher, Andy Warhol, Jackie O, Marilyn Monroe, Beyoncé and almost every U.S. President since the 1950s.

“This is an exciting chapter for Serendipity 3, to be launching our first overseas venture, in the Middle East. Serendipity 3 is an expression of Calvin, Patch and myself and has been an iconic New York City landmark for over 60 years.  We hope that our outlets at Dubai Festival City and City Walk will also become landmark destinations, and look forward to delighting both our loyal customers there, who have enjoyed happy moments with us in New York, as well as introducing our beloved concept to new patrons in the UAE” said Serendipity 3 founder, Stephen Bruce. 

David Singleton, Vice President – Hospitality at Al Tayer Group adds: “The beauty of Serendipity 3 lies in the unique experience that it offers, with its massive, universal appeal to people of all ages and from all walks of life. Truly innovative, presenting decadent and delicious sweet and savory treats, all beautifully presented with a touch of whimsy, Serendipity 3 is a New York City treasure and we relish the opportunity to offer up the same world class experience to our Dubai patrons.”