Abu Dhabi, are you ready?

Adam Ridgway
Posted on December 11, 2017, 3:17 pm
4 mins


FESTEMBER: What happens when two ambitious Emirati entrepreneurs, who are already in their third year of putting together Abu Dhabi’s best festival, decide it’s time to launch something new and edgy?  Well a concept like 40 Mule appears upon the horizon and before you know it, it’s served upon an epicurean experience saddled next to a jus of entertainment and seasoned with UAEs high society guests..

They created a cool and modern pop-up dining concept and culinary experience, with an aim to change the food scene in Abu Dhabi, and call it 40Mule by Festember.


Noora Al Mazrui and Latifa Mohammed, the brains behind Festember, see 40Mule as a global F&B incubator, where they travel the world meeting some of the greatest undiscovered chefs and bring them back to the UAE, to build and develop their trade within 40Mule’s live event spaces.

“This year at Festember we are launching a new contemporary dining concept called 40Mule by Festember that will change the culinary scene in Abu Dhabi. Having a unique dining formula, 40Mule was an incredible experience for visitors to the festival,” said co-founder Latifa Mohammed.

Follow the 40 Mule launch

Join the Festember celebration

Presented by Abu Dhabi Food Festival 2017 and in partnership with the Abu Dhabi Department of Culture and Tourism, 40Mule by Festember is an edgy and modern dining concept and culinary experience with an aim to change the culinary scene in Abu Dhabi.

This exciting project, took place during Festember, between 13 – 17 December 2017, at Umm Al Emarat Park, with the ambition to make Abu Dhabi a global hub for food innovation – Travall covered the event with a guest invitation for Adam Ridgway who interviewed the incredibly vivacious chef Ben Spalding (video coming very soon!)


What is the F all about?

FESTEMBER is an annual arts and entertainment festival that takes place in Abu Dhabi’s Umm Al Emarat Park. Launching this Wednesday 13th December through 17th starting at 5pm!  Get your tickets online today for an exclusive chance to WIN an iPhoneX.  Ask one of the Travall Team to film your experience and post it for the chance to win even more amazing experiences!

Conceived as a platform for showcasing local and regional entrepreneurs and emerging brands & products, it has become the leading annual event for new ideas, businesses and concepts.

Festember’s mission is to inspire great minds to discover new ideas that can be launched during the festival and then later to become successful businesses in their own right.

For more information, visit our website www.festemberad.com

Travall World are delighted to be invited as the Video Partner for Festember, and AdBrand were the creative, branding minds behind Festember and 40 Mule and managing the social media accounts, for any information contact us to find out more.

Thank you for reading.



Adam Ridgway
I started Travall as a community of like-minded, experience searching nomads, connecting people to places before they've even visited, and for those already there, to share their experiences through their eyes. We've evolved since then and now you'll discover rewards for content creation, prizes, experiences and other rewards as a way of saying thank you for taking the time to share your life. I'm a creative problem solver, eager tourist and have a hunger for getting lost. Follow my journey and let me discover yours.

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