Located in the heart of Dubai’s J1 Beach, Gitano is set to unveil its latest restaurant and beach club today, merging the atmosphere of Tulum with New York’s energetic nightlife. Known for creating unforgettable experiences in glamorous locations worldwide, Gitano brings a touch of its “Gypsy Disco” spirit to Dubai, creating an all-day setting where modern Mexican cuisine and music take center stage. Guests can look forward to authentic cuisine and a fun lineup of live music and DJ sets, set against a backdrop inspired by Mexico’s jungles and colonial towns.
Founded by British-born James Gardner, Gitano quickly became a destination for those drawn to its free-spirited energy and eye-catching design. Gardner, whose career spans across Wall Street, luxury fashion, and hospitality, envisioned a space that balances originality with high style. This new location combines natural beauty with city elegance, featuring spaces like the Jungle Room, where sunsets meet the skyline, and Mexican dishes cooked over an open fire that are served family-style to highlight their true flavors.
Photo: Courtesy of Gitano
In an exclusive Q&A with Vogue Arabia, Gardner talks about Gitano’s latest developments, the choice to expand into Dubai, and the inspirations behind its modern Mexican menu, exploring his thoughts on the brand’s evolution and what lies ahead for this celebrated dining destination.
After Tulum and New York, Gitano is now coming to Dubai. What made you decide on this city for your newest location?
There is global excitement about Dubai, it’s the place to be! Gitano loves glamor, drama, high fashion, the art of luxury, and a rich fusion of cultures, all characteristics that epitomize Dubai. To me, it feels like Dubai is the most important city in the world — well next to NYC, where I live, and London, where I am from, of course!
Photo: Courtesy of Gitano
There’s no missing Gitano’s free-spirited, Mexican vibe. What can we expect from the flavors on the menu? Will they blur the lines between Mexican and Middle Eastern, or stay true to the original menus?
We are embracing our vibrant Mexican identity, bringing the irresistible flavors of Gitano to Dubai in an elevated, captivating, and interactive way. Our menu is cooked on an open fire, served family style, and designed for sharing. The menu is infused with the authentic flavors of the Yucatan, we call it “Modern Mexican”. It’s a deliberate strategy to ensure that our guests are transported to the enchanting spirit of Tulum. We have also added some favored elements from the Middle East that work well on the Beach in particular.
Tell us about your journey with the F&B world. After working in Wall Street, what inspired you to step into a whole new industry?
Gitano is the third chapter in my career. The First was Wall St, where I was a technology innovator, developing automated trading algorithms. During this period, I met and became friends with notables in the fashion industry and attended the best fashion shows and parties. I never missed Alexander McQueen’s dramatic shows in London and, Paris! In my second chapter, I built an innovative creative-tech company working with the world’s leading Fashion and Luxury Houses, including Tom Ford, Louis Vuitton, Gucci, Balenciaga, Bottega Veneta, Burberry, and others. While working with these brands, I learned a lot about communicating with the luxury consumer, creating a lifestyle around the product, and establishing an emotional connection with the consumer that drives loyalty and sales.
Gitano Tulum happened by chance (aka the Universe) and part by strategy. My partner and I were in love with Tulum for many years, having first visited with fashion friends. But we always wished for a place to get dressed up and go out for dinner, a place to see and be seen. We manifested Gitano! Having grown up in London and going to Ibiza and Mykonos, I saw the trajectory of Tulum. I felt there was an opportunity to innovate in luxury hospitality and create a lifestyle and global brand around “Gitano”.
Photo: Courtesy of Gitano
When you first conceptualized Gitano, how did you dream up this wild, jungle-like aesthetic and experience?
I created a place that I was looking for, glamorous and delicious, dinner and dancing, in the jungle, something that didn’t exist in Tulum and perhaps the world then. I just assumed other people might like and want the same thing. As it turns out, they did! I have always loved the natural beauty of the Yucatan Jungle and Tulum Beach and the Mayan, hippie, and bohemian heritage of Tulum. I felt there was an opportunity to bring some New York glamor and NYC-level culinary, cocktails, and service to Tulum. I love juxtapositions and imagined a giant disco ball hanging from the palm trees and a pink neon sign in the jungle. Shortly after we opened, the New York Times did a story, “48 Hours in Tulum,” featuring the Gitano jungle, disco ball, and neon sign, and they have become iconic brand signatures ever since!
What is it that you hope to make guests feel when they step into Gitano Dubai?
We want to transport our guests to another time and another place. To the white sands of Tulum Beach and lush tropical jungle. Dubai residents have the world at their fingertips, with anything they want or desire. So, creating something unique that stands out can perhaps be challenging. However, coming from Tulum, we have a unique point of view; we celebrate perfection in imperfection, and our overall design approach is elegance in simplicity. We have a lot of natural, jungle, and wood elements in our design. We designed the Gitano Jungle Room in Tulum to look like it was built 100 years ago and lost in the jungle. We have brought many of these elements to Dubai and elevated them a little while being true to our brand DNA. We have introduced some new elements, like our pink marble bar with gold shelves on the Jungle Roof Terrace, which is glamorous and very Gitano Dubai!
Photo: Courtesy of Gitano
After two locations in Tulum and one in NYC, you must be well-versed in opening new spaces. What’s the biggest learning you’ve acquired through your journey with Gitano?
We are certainly well-versed in openings! This year alone, we are opening three new locations! At the beginning of the year, we opened our very first hotel, Casa Gitano, a 50 room bohemian beach hotel located in South Tulum Beach, the most exclusive and beautiful part of the beach. We have spent over a year working on the Gitano Dubai project and right now we are adding the finishing touches. In parallel we are working on a very big new project in NYC, to be announced!
Roll with the punches is the biggest learning. We have had many challenges but we are also quite adept at moving fast and adapting to the challenges. It’s also very important to understand and integrate with the local culture and community while staying true to the spirit of Gitano. Finally it takes a lot of planning, good hiring and training to make sure we offer amazing food, beverage and service that compliment our great and unique design concept. We think Dubai will fall in love with Gitano!
Photo: Courtesy of Gitano
Coming down to the details, how does Gitano Dubai differ from Gitano Tulum and New York?
Gitano Dubai is a sublime, magical blend of our signature elements infused with the spirit of this city. While Tulum offers a raw, jungle-like experience and NYC pulses with urban energy, Dubai brings a glamorous twist. Here, we’ve embraced the opulence of the desert landscape, incorporating luxurious textures and stunning visuals that compliment the city’s dynamic architecture.
In Dubai, we focused on creating an immersive sensory experience, from curated flavors that pay homage to Tulum’s essence to luxury design elements that celebrate the city’s lavish lifestyle. Each location maintains its distinct character, but at Gitano Dubai, we elevated the atmosphere to new heights—encouraging guests to indulge, explore, and revel in a tropical escape without leaving the city. Ultimately, each property is unique and we bring many of the familiar design and brand moments that make our guests feel at home, from the pink neon Gitano sign and giant disco balls to the familiar wood pergolas.
What are three dishes every first time guest must try at Gitano Dubai? (Note: If mentioning any drinks, please avoid alcoholic beverages)
Our menu features Modern Mexican cuisine cooked over an open fire, crafted for sharing. Each dish is elevated, accessible, and designed to be fun and photogenic, capturing the essence of authentic Mexican flavors while taking them to the next level. My favorites include the Lobster Tostada with avocado and pea mash, the home made Mushroom Sopes with black truffles, and the Branzino with kiwi and spinach wrapped in banana leaf, served with homemade masa tortillas.
Photo: Courtesy of Gitano
Music is a key aspect of the Gitano experience. What kind of musical experiences can guests expect at Gitano Dubai? (Eg. Any specific DJs or acts you’d like to mention)
My vision for Gitano was “Dinner & Dancing,” blending delicious food and drinks with an energetic music scene, where dinner seamlessly transitions into a big dance party! We created a unique sound identity that we call “Gypsy-Disco,” fusing global cultures and world music with uplifting Disco, Nu Disco, and classic, uplifting and afro House Music. At each Gitano location, we curate a music program that embodies our gypsy disco spirit. Guests are invited to dive into an electrifying mix of upbeat tracks that ignite the dance floor with raw energy. We showcase local and international talent, transforming each night into a captivating journey through sound. For Gitano Dubai, our “Gypsy Disco” spirit will remain alive, with music programming focused on distinction. We will bring a dynamic line-up that’s fresh and unique while featuring familiar names to draw in the crowd, ensuring an exhilarating experience that keeps our guests returning for more!
Lastly, can you share Gitano’s future plans? Which new city will the beach club hit after the grand opening in Dubai?
We have established a global triangle as our foundation to travel the world, with our three main locations in Tulum Mexico, New York City and now Dubai. From here, the world is our oyster, so to speak! We are working on a new Casa Gitano location in Miami, our first in the US. We plan to expand to the West Coast, Mexico City, Europe and other places in the Middle East.
