Our Team
We are team of specialists working together to build better projects every day. Together, we aim to engage client commissions and collaborators in a process that respects and reflects common core business values.
Our knowledge and creative culture have no boundaries. Our mission is to change for better and create artistic & Meaningful spaces that made from beautiful stories that creates good feelings and leaves good memories.
Our Ethics and style of working often leads to long term, ongoing project relationships that track the evolution of a brand or body of work.
Mohamad El Chehimi
Founder and Managing Director
-------------------------------
Hospitality artist with more than 25 years of planning, designing, structuring, management and operational experience within hotels, restaurants and cafes across the Middle East and GCC. Etiquette was established based on his belief that Unique business practices and standards must be challenged and enhanced.
​
​​
Anas Zeinedin
Partner and Business Advisor
-----------------------------
Innovation and Strategic Management Expert. With over 20 years of Technical Engineering, Construction and Project Management experience, Anas has extensive experience in technology, innovation, business strategy, processes, services, and business operations.
​​
​
​
Hashem Mahmoud
Operations and Project Manager
-----------------
Project Manager and Operations expert with 25 years of professional experience in the hospitality sector. Skilled in setting up restaurants and cafes, Hashem has worked extensively across the Middle East and GCC countries. Known for his passion and dedication and consistently achieves productive and successful results.
​​
​
​
Bassam Najjar
Chief Engineer (MEP & Construction)
-----------------------------------------
Construction and fit-out engineer with 40 years of global experience spanning the USA and the GCC. Extensive experience in managing decor and architectural space planning, interior fit-outs and MEP, from malls to retail shops and Restaurants for international and emerging local brands.
​
​
​
Ammar Alhasan
Graphic Designer
-----------------
Experienced graphic designer with over 10 years specializing in branding design and development, from concept creation to enhancing existing brands, he is known for his sharp eye for details, creativity, and artistic taste. Ammar consistently aligns his designs with client’s visions and market trends, creating impactful visual identities.
​
Nathalie Nasr
Branding Consultant
-----------------
Branding expert with over 7 years of professional experience, with a deep passion for the hospitality sector and lifestyle. She leverages consumer behavior insights to craft compelling branding strategies and creative concepts that resonate with the market and audiences. Nathalie’s approach centers on forging emotional connections, exploring the “why” behind businesses, and creating lasting impressions through impactful branding.
​
​
Edward Haddad
Industrial Kitchens Manager
-----------------
Edward has managed a Dubai-based multi-million-dollar company for eighteen years. More than 25 years of experience in the Industrial kitchens setting up 5-star restaurants and hotels in UAE & GCC.
​
Guerassim Daskalov
Consultant Advisor
--------------------
Specialized in business development and investment management, Guerassim began his career in the UAE in1992. His focus is international business relations between the USA, Europe and the Middle East, driven by the achievement of superior investment performance for clients rather than short term revenue goals. His main focus is Real estate strategic management and development.
​