Business Bay is about to get a very different kind of coffee stop. As part of a property-wide enhancement project at JW Marriott Marquis Hotel Dubai, Aurōm, a botanical beverage lab and speciality coffee destination, is set to open this September, and it’s not aiming to be just another café. Created in collaboration with The Herball and internationally acclaimed botanical innovator Michael Isted, Aurōm brings botanical science, precision coffee and immersive hospitality together under one concept, positioned as a genuine rethink of what a non-alcoholic drinking experience in Dubai can look like.
A New Kind of Café For Dubai’s Non-Alcoholic Movement
Aurōm arrives at a moment when Dubai’s appetite for elevated non-alcoholic experiences is only growing, and it’s clearly built to lead rather than follow that trend. The concept explores the intersection of precision coffee, botanical extraction, fermentation and mindful drinking, offering an alternative to conventional café culture rather than a variation on it. Designed for curious coffee lovers, mindful drinkers and anyone looking for something more intentional than a quick takeaway cup, Aurōm encourages guests to slow down, discover layered flavours and treat each beverage as a small ritual rather than a transaction. Expect everything from botanical infusions to non-alcoholic creations developed with genuine scientific precision, each one built to deliver a multi-sensory experience rather than just a drink.
The Philosophy Behind The Name
The name itself carries the concept’s whole thesis. Aurōm is a creative interpretation of aurum, the Latin word for gold. It reflects themes of prosperity, refinement and transformation. The name also nods to Dubai’s heritage of pearl diving and its natural beauty. This adds a nice touch of local grounding to a concept rooted in global botanical practices.
The alchemical framing isn’t just branding, either. Behind the concept is Michael Isted, a trained herbalist, nutritionist, aromatherapist and drinks specialist. He is known internationally for his work through The Herball. His expertise brings genuine botanical credentials to what could easily have been styled as just another trendy hotel café.
Inside The Space: Gold, Glass And Botanical Wonder
The design leans fully into that alchemical spirit.
Expect earthy botanical hues, luminous metallics and brushed gold. Pearlescent finishes and raw mineral tones also feature throughout the space.
Fluid forms, mirrors and translucent glass create a mystical yet distinctly modern atmosphere. The design brings nature, science and luxury together. The result is a genuine sanctuary that feels warm and refined.
It is also a world away from the usual hotel lobby café setup. Aurōm is opening as Dubai enters a new season of cultural, culinary and social discovery. The concept arrives with a clear point of view.
It is more than just a café. Aurōm is shaping up to be a destination for mindful socialising and sensory-led hospitality. It is located within one of Business Bay’s most recognisable addresses.
Cover Image Courtesy: Supplied
FAQs
What is Aurōm and what makes it different from a regular café?
Aurōm is a botanical beverage lab and specialty coffee destination that combines precision coffee, botanical extraction, fermentation and mindful drinking rituals, positioning itself as an alternative to conventional café culture rather than a typical coffee shop.
Who is Michael Isted and what is The Herball?
Michael Isted is a trained herbalist, nutritionist, aromatherapist and drinks specialist recognised internationally for his botanical drinks work through The Herball, his platform focused on natural, non-alcoholic beverages and ancestral herbal practices.
