When it comes to Italian cuisine in Dubai, there are great options. While some veteran brands based out DIFC have proven to be age-old favorites, there is certainly room for more. The Artisan is a proof of concept. Although not entirely new to the culinary scene in the city, the new swanky location inside the Waldorf Astoria DIFC certainly brings a touch of Tuscany and the Amalfi Coast with each plate.
The Michelin Guide Dubai has recognized the eatery, and rightly so. Ingredients come straight from the source, such as the Parmigiano Reggiano from Emilia Romagna in northern Italy to the Tartufo from Piemonte, on the Swiss and French border.
We recently dined at the Artisan where the exquisite dishes were perfectly paired with some fine wine. More so, I spoke to the Founder and Managing Partner Firas Fawaz about Artisan and his journey from employee to entrepreneur.
Your resume is very interesting, particularly your education – Gemology to Restaurants, what is the story there?
Craftsmanship has been part of my credentials and I have always been extremely detail-oriented. Trying new cuisines and learning about food became my hobby, which then evolved into a real passion. For me, The Artisan draws inspiration from real-life Italian artisans that are part of every single aspect of the experience. Our entire culinary journey— from source to table— is meticulously curated from all over Italy.
When did your passion and interest develop for epicure?
From my early childhood, discovering new cuisines and learning about food always interested me. It then became a hobby, but as time went on it evolved into a real passion.
My appetite for the whole F&B industry started with my passion for the culinary industry, and as a result, 5 years ago, I started working on bringing internationally renowned chefs to the region. This was materialized by the establishment of my first project: The Artisan by Enoteca Pinchiorri.
What key business acumen did you gather throughout your years prior to opening Artisan?
I believe that being persistent and passionate with a genuine approach is essential for success. It’s always helpful to listen to and learn from experts as it allows you to see things from a different perspective
My journey with The Artisan has not always been easy, but I always believed in my team and trusted that we can offer the best and most authentic Italian food in the region. This helped me through the tough times. Authenticity is the key to building any timeless concept.
In a city of such diverse and top-end venues, what sets the Artisan apart from the rest?
The Artisan is a homegrown business, with the goal of taking each customer on an immersive, “artisanal” journey across the Italian peninsula. I believe people visiting a restaurant should expect and receive more than a good meal. They need the full experience. The idea behind The Artisan is to promote excellence and craftsmanship in the food, drinks and service departments. The guest should feel like walking into a welcoming dining room.
It’s an advantage that The Artisan space is intimate, as it allows you to interact with most of your guests and this enhances the experience and makes it more personalized, unique, and memorable.
Our commitment to excellence and craftsmanship is reflected in the product: our ingredients are sourced from the finest suppliers in Italy, and at the bar, we serve expertly concocted drinks and cocktails including our in-house classic: The Negroni. And for the grape, we have a wide selection of hand-picked labels by our general manager and sommelier that allows us to offer the best to our customers.
Must try dishes at Artisan?
It’s difficult for me to pick given all the courses, so here’s one for each course:
To start with, I can safely say it’s the Truffle Pizza. The dough is carefully fermented for 72 hours, resulting in perfect light and thin crust. Followed by the delicious Fassona Beef Carpaccio: the meat is sliced wafer thin, topped with a tangy rocket salad and Parmigiano Reggiano. It’s the perfect palette opener.
When I am not in the mood for meat, I always order the Octopus – it’s slow-cooked for 5 hours, and the outcome is pure perfection; soft and evenly cooked on the inside with crispy skin texture on the outside… simply delicious! For the main course, I love the homemade Agnolotti Del Plin stuffed with pumpkin, 30 months-aged Parmigiano Reggiano fondue, and almond sticks. I also really like the slow-cooked Wagyu beef cheek or the Branzino for a lighter option.
For dessert, I go with the ultimate Italian classic, the tiramisu!
When creating Artisan, venue, and concept, what was the process? Can you walk us through A to Z, please?
My interest in the F&B industry started with my deep admiration for the culinary world. I saw a real opportunity, so I started to work tenaciously to bring internationally renowned chefs to the region. The inspiration for The Artisan comes from the real-life artisans that fueled our concept, from our suppliers and beyond to the Richard Ginori dinnerware we use to serve and present the food – every detail of our culinary journey from source to the table is carefully curated so that the experience is authentic and truly Italian. The goal is to take each customer on an immersive, “artisanal” journey across the Italian peninsula.
I started working closely with the chefs to create a menu along with the general manager to build a team to deliver the vision. I wanted the guests to experience all this combined with the brand identity and interiors that represent the concept.
It was not without hard work, but today, I am grateful that, together with my team, we continue to build an authentic and truly timeless lifestyle brand and concept.
You’ve managed to combine passion and business, which is great. Is Artisan your sole business now or are you involved in other projects/sectors?
As a founder and managing partner, I am very hands-on and involved in the concept’s development, making sure that the guests are enjoying their journey and experience.
I am currently focusing on The Artisan in Dubai, however; I am working on expansion plans for the brand and hope that soon you will find it in different cities.
What are your thoughts on the introduction of the MICHELIN Guide Dubai?
The Michelin guide is a great testament to the region’s hospitality offering. It puts Dubai on the culinary map as one of the top food destinations. As well, it is a great recognition to restauranteurs and chefs who are focused on delivering quality-driven concepts away from the trends.
Tell us about the past times and passions of Firas Fawaz?
I am not the best to talk about myself but when it comes to working, I have a detailed-oriented personality. I am determined and focused on what I want to achieve. Creating experiences has always been exciting to me. I am also fascinated by photography and all types of art, which in my opinion fuels our imagination and opens our minds to new ideas.
