Opens custom-built cigar lounge, a timeless classic
Mariam Nihal
Saudi Gazette
JEDDAH – Celebrating Latin artistry, music, taste and cigars, IZEL is a definite destination for inquisitive minds. Izel, which means “unique” in Aztec was recently launched at Conrad Dubai on Sheikh Zayed Road. In the words of Brian Bendix, founder and CEO, IZEL is “where escapism is not just allowed but is a prerequisite.” He explained IZEL also belonged to the Mayan’s and represented the rainbow woman. “It’s the woman who is leading us through our search for the best in Latin American artistry.”
The company spent four years building the brand as well as auditioning bands across Latin America, researching and immersing themselves in Latin Artistry across food, cocktails, cigars and entertainment.
With stone structures and artwork that tell the story of Mayans and dark walls that display exotic beauties hidden in paintings, IZEL is a mystery that unfolds before your eyes. If you are a cigar aficionado, you will appreciate IZEL more than anyone else. Their exclusive Cigar Lounge preserves the finest cigar selection, offers freshly rolled cigars and boasts of one of the largest humidors in the Middle East. Of course, they offer private humidors for returning customers.
Speaking to Saudi Gazette about the brand, Bendix said: “We have broadened our horizons geographically. For cigars, we partnered with Habana and have exclusive access. We broadened the menu in terms of content and style. We took on board Argentinean-born chef Natalia Machado to further develop our Latin American cuisine. We started developing IZEL specifically for the Dubai market. We have been developing the project for the venue for four years. We spent an enormous amount of time making sure we understood the culture and demographic as it evolved in Dubai. We wanted to make sure that we had a satisfactory marriage with all the things we knew and the cultural passions for North America but adding it into a mix of this diverse and incredible city.” With over twenty years of experience in the hospitality industry, Brian has developed, managed profile businesses in the hotel, restaurant and entertainment sector in ten countries.
He said IZEL is one of a kind compared to its counterparts in Latin America. “IZEL is a crown, a jewel and of course, our new addition. We wanted to cater to the diverse population of Dubai.” Bendix said Conrad was looking to create a very strong food and beverage destination on the 7th floor.
He went on to speak about the influence of art including Mayan sculptures and contemporary art that marries old traditions to the modern flavor of IZEL. With dark mahogany interiors and décor with mantilla lace motifs and live music IZEL creates a carnival of Latin artistry that allows you to sink into the deluxe frame of mind. Try the Argentinian ribeye steak, or choose from a live cooking station with churrasco meats that are served at your table, empanadas, Chilean seabass, fresh salads and seafood delicacies with mocktails inspired by fruit and soda infusions. But what really blows your mind is the sweet sensation from the dessert segment. The Triple-set chocolate and pineapple upside down cake envelope stress and gets rid of the anxiety post a celebratory meal. Of course the only real celebration for men and, lately many women, leads to the cigar lounge where the royal setting is catered to every perfect occasion or night. The variety includes Hoyo de Monterrey Double Coronas, Rey del Mundo Choix Supreme, Romeo y Julieta Churchills, Cohiba Magicos, Cohiba Behike N0 56, Cuaba Exclusivos, Montecristo Open Master, Bolivar Emiratos 10 CIG LE 2010 and even the Cohiba 1966 2011 LE 10 among others.
Colombian band Tierradentro performed at the venue from Nov. 15 to Dec. 12. DJ Letty and Gabriel Deb will be taking over as residents soon after. Make sure to check it out on your next adventure.
