A contemporary interpretation of the Bedouin tent that brings together spatial design, hospitality and cultural programming through gathering, exchange and connection.

Curated by Shaheer Akbar and designed by Omar Darwish, Ethr presents an experience-forward pavilion that brings together spatial design, refined hospitality, contextual research and cultural programming as one cohesive presentation. Inspired by Ethr’s Bedouin tent research, the pavilion explores heritage and history through a contemporary interpretation of gathering, exchange and hospitality.

At its heart is a first-of-its-kind Arabic coffee bar dedicated to the ritual of Qahwa. Paired with Aseeda, the service follows a considered choreography that represents the roots of the practice. This experience also extends beyond F&B through curated furniture, collectible postcards, serving ware, retail and Bedouin-inspired trade objects. Desert soundscapes and scents of sandalwood, rose and frankincense create subtle sensory touchpoints throughout the space. Adaptive programming with local partners introduces craft, carpet weaving and sensory workshops at intervals throughout the day, especially after maghrib.

Together, the pavilion reflects Ethr’s evolving role in the region, developing cultural programmes, architectural builds, spatial experiences and thoughtful creative collaborations that connect research, heritage, contemporary design and meaningful exchange. Visitors encounter culture through atmosphere, participation, discovery and exchange.

About Ethr
Founded in Abu Dhabi in 2021, Ethr draws on the rich heritage of the Emirates while reimagining tradition through contemporary architecture and design. Rooted in a human-centred approach, Ethr creates spatial and hospitality experiences that bring together culture, design and a strong sense of place. Its work reinterprets familiar forms and traditions through a modern lens, creating environments shaped by thoughtful design, detail and meaningful experiences.