The Importance of Community-Driven Design

From naming and brand development to interior design, build oversight and pre-opening strategy, Seed & Bloom has drawn on expertise from across TGP International. Joanna Varettas shares the interior design intent behind the recently launched venue.

What was the vision behind Seed & Bloom?

From the outset, our vision for Seed & Bloom went beyond designing a café – it was about shaping a place that could genuinely serve as part of the community. We wanted guests to feel instantly comfortable [in a place] where they could discover something new, connect or simply take a quiet moment for themselves. 

It was important to design a space that could flex with the community, whether that was through dayparting or an adaptable space for events. The ‘Seed to Bloom’ concept became our guiding thread, influencing the concept both in spirit and in its visual expression; celebrating transformation and connection.

What are some of the venue’s key design features?

One of its standout features is its dedicated community room, an adaptable space that can either serve as extra dining seating or be closed off for workshops and events. 

The room’s design ensures it blends seamlessly into the café when not in use, yet it can function as a semi-private space when needed, without disrupting the rest of the guests. We maintained sightlines to this space through textured tinted glazing, to encourage curiosity and ensure the overall space stays dynamic and activated even when events are being hosted.

Another feature is the visible bakery and kitchen. From your seat with a coffee in hand, you can watch the bakers kneading dough and shaping pastries just behind the counter. Rather than hiding this in the back, we brought it front and centre as a true celebration of people and skill, inviting curiosity about the baking process and creating a tangible connection between guests and the food they enjoy. 

What role does locality play in Seed & Bloom’s design?

In developing the interior approach, we leaned into contrast, tactile finishes and a palette inspired by local botanicals, to reflect the concept of transformation. This approach allowed the design to echo the artistry both of the maker and the baker – showing how something simple can be shaped into something special through care.

This theme of transformation and growth informed every aspect of the design, from our material choices and application techniques to the creation of the flexible event space and the café’s adaptability from day to night. 

Our aim was also for Seed & Bloom to mirror its community by championing local products and producers. From the outset, we integrated goods from homegrown businesses into the guest experience. The retail shelves, for instance, are stocked with items from local partners such as Mazaraa Farm Shop and The Unwrapped Co: produce, baked goods and crafted pieces made right here in the UAE. It was essential that the space would not only look rooted in Abu Dhabi but also actively support and spotlight the people who call it home.

We also made intentional, eco-conscious choices that aligned with the café’s core values of care, craft and community. We prioritised materials that were healthier, more sustainable and rich in texture. This included wall and ceiling panels and feature pendants made from mycelium – a biodegradable material grown from mushroom mycelia – which naturally absorb sound and help reduce waste. Clay plasters and natural floral panels were also used.

Which materials, textures or colours were chosen to reflect the brand’s ethos?

A subtle yet meaningful element lies in the colour palette. Many of the warm yellows and earthy tones woven through the café were inspired by the desert hyacinth, a native desert flower. 

The desert hyacinth is remarkable in that it draws its nutrients from surrounding plants, relying on a host to bloom. That idea of interdependence resonated deeply with us – much like the flower, Seed & Bloom flourishes through the support and connection of its community. While most visitors may never know this story, we hope they feel the warmth and optimism it represents. 

Another aspect we love is how we explored transformation through materiality, using the same elements in varied finishes and textures. For instance, wall plaster applied in a gradient – smooth at the base, becoming more textured toward the ceiling – creates a sense of movement and change. These shifts, though subtle, visually convey the idea of transformation. 

We also incorporated botanical references in natural floral panels and hand-pressed artwork featuring local flora. Together, these layers – from a colour story rooted in a desert bloom, to textures that speak of craft, to motifs that honour local plant life – give the space its character. Even if not consciously noticed, we believe they foster a sense of comfort, meaning and connection in everyone who walks in.

Photography: Gavriil Papadiotis