VOX Cinemas, the dedicated cinema arm of leading shopping mall and leisure pioneer Majid Al Futtaim, has joined hands with  UK celebrity chef Gary Rhodes to launch ‘VOX Theatre by Rhodes’, an entirely new luxury cinema which will be the first concept of its kind in the Middle East.

Chef, restaurateur, celebrity and author, Rhodes is a chef with five restaurants around the world. Famed for his mastery of ‘Great British Classics’ truly setting him apart, his restaurants have won him a constellation of Michelin stars and the worldwide recognition as ‘The Chef’s Chef’.

Partnering with Chef Gary Rhodes, this new concept is believed to be a world first, combining the best in cinema entertainment with a menu created by a Michelin star chef, prepared by in house chefs who are all trained to meet the internationally renowned Rhodes’ standard, said a statement from MAF.

Sitting at the helm of luxury cinema in the Middle East, VOX Cinemas is now looking to reinvent the concept by offering guests the chance to combine two of the world’s greatest passions – film and fine food, it stated.

‘VOX Theatre by Rhodes’ will introduce new levels of luxury providing cinema goers with a chance to indulge in unsurpassed VIP treatment and levels of service from exclusive lounge areas with stunning interior design and furnishings to interactive cinema seats and table service, the statement added.

‘VOX Theatre by Rhodes’ will stay true to delivering the most innovative and customer-focused luxury cinema experiences while also presenting movie lovers with a full food and beverage menu prepared exclusively for VOX Cinemas by legendary Chef Gary Rhodes, said a senior official.

"We are incredibly proud of all of the innovative cinema concepts that we have introduced to our guests in the Middle East, and our new partnership with Chef Gary is yet another great chapter in our company’s evolution, and directly in line with our owner’s vision of creating great moments for everyone every day," remarked Cameron Mitchell, CEO at Majid Al Futtaim Cinemas – VOX Cinemas.

"The new VOX Mall Of The Emirates cinema will be the largest in the Middle East, featuring all of the world’s most innovative cinema concepts including an IMAX laser projection system (the first in the Middle East), the region’s largest 4DX cinema (exclusive to VOX Cinemas) and two VOX Kids cinemas, the only cinemas designed especially for the younger fans," stated Mitchell.

Currently working with the region’s number one cinema chain, Gary has been overseeing the recipe to successful development of this new concept by having a hand in every detail from staff training to kitchen set up, cutlery design and menu preparations, and the general public can look forward to trying this concept when it launches as part of the brand new VOX Cinemas development, in Majid Al Futtaim’s Mall of the Emirates extension this September, he noted.

"The pièce de résistance for the cinema, is now the world’s most premium integrated cinema and food and beverage experience, and we are delighted to partner with such an internationally renowned and talented chef to bring this concept to Mall Of The Emirates," he added.

Commenting on the new venture, Chef Gary said: "It is an exciting new marriage and challenge that we hope to turn into a culinary taste that blends and compliments the movie experience VOX Cinemas has always been known to offer and now adding a new venture that I feel proud to be part of."

"VOX Theatre by Rhodes will create a ‘premiere’ of EAT classics for all, as well as new flavours to partner the main event - the movie," stated the clebrity chef who has cooked on almost every continent for royalty, prime ministers, presidents, and a galaxy of stars in between.

Rhodes has cooked on the QE2 and the Orient Express. He has achieved many personal ambitions including cooking for Princess Diana, the Jordan Formula One team, the British team at Le Mans, and his beloved Manchester United Football Club.

More recently Chef Gary has been invited to British Embassies by the UK Government to cook all over the globe, including Tokyo Japan, Kuala Lumpur Malaysia, Bangkok Thailand, Auckland New Zealand and in the UAE. In 2006 Chef Gary was honoured with an OBE, undoubtedly the highlight of his career, being recognized for services to the British culinary world.

Mitchell said: "The Middle East region has a very healthy appetite for luxury goods and services which shows no signs of abating and we hope to cater to this market through our new concept."

"Having the opportunity to work with such a highly acclaimed chef has been inspiring, Chef Gary’s tireless attention to detail and unique mastery of the culinary craft has truly brought to life this concept and we look forward to launching it first at Mall Of The Emirates, then across our circuit from September," he added.

The new VOX Cinemas concept is being planned for launch at Mall of the Emirates (Dubai), Yas Mall (Abu Dhabi) and Nation Towers (Abu Dhabi) this year.-TradeArabia News Service