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The Ex Freshies brand values will ultimately play a tangible
roll within the café design, embodying a progressive and rebellious
attitude throughout, such as the wave style seating booths and the
funky menu concepts, all of which ooze adventure.
Al
Gosling, CEO of Extreme Group and founder of the Extreme Sports
Channel commented: “Our vision for Ex Freshies is to create a place where
consumers want to chillax – a cool alternative to overwhelmingly
corporate cafés in malls and high streets around the world. Our
mission is to provide the finest cappuccino and smoothies with
innovative, freshly prepared food to go in a cool extreme sports
branded café environment.”
Marvin B. Shaire, CEO of Retailcorp added:
“Extreme Sports in Dubai is a relatively new experience although the
market is growing massively. We are hugely excited to be launching
Ex Freshies throughout the region. Our initial consumer
research indicates that people are ready for a fresh alternative.”
Extreme appointed Mystery, the design agency behind the
fast-expanding Giraffe restaurant brand, to conceive the Extreme
café concept and have retained Mystery to oversee the design of the
brand franchise and roll-out in the Gulf region.
Mystery’s founder Dan Einzig, the creative director
for Ex Freshies said: “The design for Ex Freshies is full of subtle wit and
energetic character inspired by the Extreme lifestyle. Our
role is to create a brand experience that customers fall in love
with.”
Notes to editors -
Click here for the full release
For
more information contact:
Gemma Parkinson (t):
+44 (0) 20 7886 0758, (e):
gemma@extremeinternational.com
For more info on
Extreme visit www.extremeinternational.com |
