Not content with 18 outlets in two countries, Natasha Sideris, founder, managing executive and creative director of Tashas is preparing to launch her latest concept inspired by African glamour and retro Last Vegas – Flamingo Room by Tashas at Jumeirah Al Naseem Hotel, Dubai.
What inspired you to launch Tashas restaurants?
At first, I intended to only have one Tashas. I wanted to create a beautiful space with food made fresh to order and the best possible service. It’s amazing to think we now have 18 shops in two countries.
What differentiates the Tashas brand?
I think that our true differentiator is that no two Tashas is the same. We use our winning formula of ‘Beautiful food. Stunning environments. Engagingly delivered’ – but every Tashas is a little bit different. Each store has a different inspiration that creates a unique environment and menu.
Please describe the concept of Flamingo Room by Tashas?
Flamingo Room by Tashas is inspired by African glamour. It is where African opulence meets the sophisticated dining landscape of Dubai but with the casual comfort and homely ambience the Tashas brand is renowned for. Embellished references to the African sky with hints of playfulness are delicately interwoven with modern, unique and classic elements, encouraging a lively interplay between the bars, lounge, casual dining restaurant and terrace areas.
How does the design reflect the concept?
The design is reminiscent of retro Las Vegas hotels with an African twist. Of course, the colour pink is prominent in the design. There is a giant installation inspired by the Baobab tree, brass banana leaves surrounding the bar and bronze sculptures of giraffes, meerkats and crocodiles.
How was the menu created and what does it feature?
The menu was created in collaboration with my two executive chefs, Jill Okkers and Elze Roome. An uncomplicated and clean menu reflects a commitment to quality ingredients and showcases an impressive variety of revamped classics and simply glamourous dishes with stunning flavours. Highlights include: lobster benedict with toasted brioche and a saffron and lemon hollandaise; white fish with sauce vierge and artichoke; beetroot quinoa salad; rib-eye with coriander and herb butter, and seafood pasta. The restaurant will be open for breakfast, brunch and lunch, easing into a chic, relaxed evening environment for dinner and drinks.
You’ve collaborated with retail brand, Collective by Charles Greig – how did this come about?
Our collaboration with Collective by Charles Greig reinforces the ode to African heritage and showcases the glamour of the continent in a unique and contemporary form that comfortably sits within the international retail scene. Their hand curated objects, art, gifts, leather goods, jewellery and curios show the best of the continent and complement our African glamour concept. We feel it is a unique concept that reinforces the lifestyle concept of Flamingo Room by Tashas.
You have 16 tashas in South Africa and two in the UAE – what markets would you like to enter next?
Our eyes are on London, Los Angeles and Sydney when the time is right.
What personal ambitions would you still like to fulfill?
Balance. Finding a way to build the Tashas brand, keep our guests happy and not work 24 hours a day.
