Located in the heart of Business Bay, JW Marriott Marquis Hotel Dubai is undergoing a property-wide enhancement project, with Aurōm set to open this September as one of its most distinctive new concepts. A transformative botanical beverage lab and specialty coffee destination, Aurōm brings together botanical science, precision coffee and immersive hospitality to offer a new take on the non-alcoholic beverage experience. Created in collaboration with The Herball and internationally acclaimed botanical innovator Michael Isted, the concept brings a new kind of social space to Dubai, where connection, creativity and well-being are cultivated through carefully crafted drinks, immersive rituals and innovative techniques.
Rooted in alchemy and botanical wisdom, Aurōm takes inspiration from nature’s ability to transform. Its name is a creative interpretation of aurum, meaning gold, reflecting themes of prosperity, refinement and transformation while nodding to Dubai’s own heritage of pearl diving and natural beauty. Bringing this philosophy to life, Aurōm explores the intersection of precision coffee, botanical extraction, fermentation and mindful drinking, offering guests an alternative to conventional café culture. Designed for curious coffee lovers, mindful drinkers and those seeking something more intentional, the experience encourages guests to slow down, discover layered flavours and engage with each beverage as a ritual. From botanical infusions to non-alcoholic creations developed with scientific precision, each drink is designed to offer a distinctive multi-sensory experience.
The space reflects the brand’s alchemical spirit, blending earthy botanical hues, luminous metallics, brushed gold, pearlescent finishes and raw mineral tones. Fluid forms, mirrors and translucent glass create an atmosphere that feels both mystical and modern, while the design language brings together nature, science and luxury in a sanctuary of warmth and refined setting.
Opening in September, as Dubai enters a new season of cultural, culinary and social discovery, Aurōm arrives with a timely and distinctive point of view. More than a café, it introduces a new destination for mindful socialising, sophisticated non-alcoholic drinks and sensory-led hospitality at JW Marriott Marquis Dubai.
