Siena’s arrival in Dubai marks a considered expansion of a concept that has already defined a certain kind of dining in Paris. Founded by Mehdi Abdelhedi, the restaurant was conceived not simply as a place to eat, but as a space where cuisine, design and atmosphere come together to create a distinct rhythm from day to night. Now, with its new home in DIFC’s Gate Village, Siena enters a city that shares a similar appetite for experience-led hospitality.
Developed in partnership with Rizwan Kassim, CEO of Paris Society, the Dubai opening reflects a strategic move into one of the world’s most competitive dining markets. Rather than replicate the original, the concept has been carefully adapted, maintaining its core identity while responding to the energy and expectations of a new audience.
At its core, Siena is built on a clear philosophy: that atmosphere defines everything.
From its terracotta-toned interiors to its emphasis on generous, ingredient-led Italian cuisine, each element is designed to create a space that feels both refined and social. In Dubai, this translates into a venue that evolves throughout the evening, shifting from a more understated setting into a lively, immersive environment.
As the region’s hospitality landscape continues to mature, Siena arrives at a moment where identity and authenticity are becoming increasingly important. Abdelhedi’s approach reflects a broader shift towards concepts that are grounded in narrative, intentionally designed and built to resonate over time.
Here, he reflects on bringing Siena to Dubai, preserving its essence across markets, and the role of atmosphere in shaping modern dining.
You built Siena into one of Paris’s most fashionable dining destinations. What made you feel the time was right to bring Siena to Dubai?
I’ve been thinking about opening a restaurant in Dubai for a long time. I’ve always felt a strong connection to the city and its energy. Dubai is one of the few places today where different cultures and ways of living come together so naturally. For Siena, which was always imagined as a lifestyle rather than just a restaurant, it felt like the right continuation. In Paris, Siena became a place people return to for the overall experience, not only for dining. I see a similar openness in Dubai, but with its own rhythm. It gives a concept the space to evolve and become part of the city in a very organic way.
Siena in Paris is known for combining refined Italian cuisine with a vibrant social atmosphere. How will the Dubai location translate this identity while adapting to the local market?
Siena is built as a lieu de vie, where everything works together, cuisine, design, music, and atmosphere. The idea is always to create a journey that evolves from day to night.
In Dubai, we stayed very close to that. The experience begins in a more relaxed, elegant way, and then the energy builds naturally. Music becomes more present, the atmosphere shifts, and the space becomes more vibrant. This evolution is essential to Siena.
What elements of Siena’s DNA were most important for you to preserve when expanding into the Middle East?
When expanding Siena into the Middle East, we preserved its essence: generous cuisine driven by exceptional ingredients, a distinctive design language with terracotta tones and Paris-inspired bas-relief details, and a focus on creating an atmosphere that feels both refined and alive. The foundation of Siena is something very personal but also rooted in a broader culture of hospitality. It’s about generosity, warmth, and attention to detail, always expressed in a way that feels natural.
From the beginning, Siena was conceived as a lifestyle inspired by la dolce vita, where cuisine, design, and atmosphere come together to create emotion and connection. There are very clear codes in the way guests are welcomed, in the flow of the room, and in the importance of music, scenography, and detail. These are not things you change. You can reinterpret them, but the essence must remain.
You’ve built restaurants that feel like cultural and social destinations rather than just dining venues. How important is atmosphere in today’s hospitality landscape?
Atmosphere is what defines everything. Today, people are looking for places that create a real moment. At Siena, it’s about how the space feels, how the energy evolves, how people interact. When all these elements come together, it becomes more than a restaurant; it becomes a social destination.
Dubai diners are highly well-travelled and exposed to global concepts. How do you create something that still feels fresh and distinctive?
By being very clear in what you are. Siena has its own identity, its own codes. It’s a design-led destination, with a strong focus on atmosphere, detail, and experience. In a city like Dubai, people recognise immediately when something is authentic. It’s not about following trends; it’s about executing a vision with consistency.
Before Siena, you gained recognition with César and collaborated on Zeffirino Paris. How did these experiences shape your approach to launching Siena in a new market?
Each project taught me something different. With César, it was about creating energy and understanding how a place becomes part of a scene. With Zeffirino, it was about heritage and respecting a strong identity. Siena brings these elements together. It has that sense of legacy, but also a very strong focus on how people experience the space today.
How do you see the Middle East hospitality landscape evolving over the next few years?
I think we will see more concepts that are built around identity and experience. The region already has a very high level, but people are becoming more attentive to detail, to quality, to how a place makes them feel. That naturally leads to more meaningful concepts.
With so many new restaurant openings, what do you believe makes a concept stand the test of time in Dubai?
Consistency and the ability to create a connection. Siena was always designed as a place where people come to share, to celebrate, to feel part of something. If a concept becomes part of people’s lives in that way, it naturally lasts.
What role does design play in creating a memorable restaurant experience?
Design is fundamental. It’s what creates the first emotion. At Siena, the space is conceived almost like a scenography, inspired by an Italian palazzo, where every detail contributes to the atmosphere. It’s not only about aesthetics, but also about how the space evolves, how it supports the energy from day to night.
What trends are you currently seeing in global dining that you believe will shape the Middle East market?
There is a return to authenticity and simplicity, but with a very high level of execution. At the same time, dining is becoming more experiential. The connection between food, music, and atmosphere is becoming stronger. The restaurant is no longer just a place to eat; it’s part of a broader lifestyle.
As you launch Siena in Dubai, what excites you most about this new chapter?
It’s the idea of seeing how the concept evolves in a new environment. Each city brings its own energy. Siena is designed to adapt while keeping its identity, so it’s always interesting to see how people connect with it and make it their own.
Looking ahead, what is your long-term vision in the region for Siena and your portfolio in the region?
To grow in a way that stays true to the identity of what we create. Siena is not just a concept, it’s a universe. The objective is to develop it in places where it feels relevant, while maintaining the same level of detail, atmosphere, and experience.
By Lindsay Judge
