The MAINE Mayfair
Website Design & Digital Experience
The MAINE Mayfair marks the first international outpost of the Dubai-born brasserie group, opening in London’s prestigious Hanover Square within a restored Grade II–listed Georgian townhouse. As the brand expanded beyond the Middle East into one of the world’s most discerning dining capitals, it needed a digital presence that could bridge cultures - capturing the energy of its New England heritage, the theatricality of its Dubai venues, and the character of its new London home.
The website was conceived as a cinematic invitation into The MAINE’s world - moody, textural, and steeped in atmosphere. Through an editorial layout, nuanced typography, and immersive photography, the experience mirrors the restaurant’s layered identity: part brasserie, part tavern, part cabaret. The visual narrative blends East Coast nostalgia with London elegance, allowing visitors to feel the contrast of grit and glamour that defines the brand.
Built on a custom, performance-driven framework, the platform supports dynamic reservations, menu updates, and event-led activations across multiple dining rooms and experiences. The architecture was designed for international scalability, ensuring cohesion with The MAINE’s existing UAE venues while giving the Mayfair location its own sense of place and storytelling. Since launch, the site has served as a key touchpoint for the restaurant’s debut season - welcoming high volumes of reservations and establishing a strong digital identity within London’s competitive dining landscape.