piehaus has officially unveiled the fourth edition of its collaborative culinary platform, Counter Culture, marking a significant evolution in the concept. This time, the focus shifts beyond chefs and kitchens to highlight the origins of ingredients, placing producers at the center of the story.
For the first time, Counter Culture UAE extends across both piehaus and its sister concept 21grams, uniting the two brands through a shared collaboration with long-time produce partner, Pure Harvest.
Shifting the Spotlight to Ingredient Origins
Unlike previous editions that centered on chef collaborations, this new chapter begins with the people behind the produce. piehaus emphasizes that exceptional food starts far earlier than the kitchen—rooted in the dedication of growers and suppliers.
Pure Harvest has been an integral yet often unseen contributor to many of the brands’ most popular dishes over the years. While guests may not have recognized the name, they have already experienced the quality of its produce firsthand.
This edition of Counter Culture UAE brings that relationship into the spotlight, celebrating the role of local agriculture in shaping memorable dining experiences.
A Shared Collaboration Across Two Concepts
In another first for the platform, the collaboration spans both piehaus and 21grams, allowing each venue to interpret the partnership through its own culinary identity while maintaining a unified theme.
This dual-brand activation strengthens the connection between the two concepts, offering guests a cohesive yet diverse experience rooted in the same high-quality ingredients.
Limited-Edition Menu Celebrating Seasonal Flavours
Guests can explore two exclusive dishes crafted במיוחד for this collaboration, available at both locations for a limited time.
The Summer Basket Phyllo Pie (AED 54) combines hand-stretched phyllo pastry with brown butter cream cheese, topped with fresh Pure Harvest strawberries and blackberries, and finished with delicate edible flowers for a vibrant seasonal presentation.
Complementing it is the Spanakopita Salad (AED 58), a creative take on a classic, featuring roasted beetroot, Pure Harvest spinach and blackberries, crispy phyllo, goat cheese, candied pecans, sesame seeds, and a refreshing strawberry dressing.
Celebrating Partnerships Behind Every Dish
Stasha Toncev, Founder of piehaus and 21grams, highlighted the importance of recognizing long-standing collaborations. She noted that many guests have already been enjoying Pure Harvest ingredients for years without realizing it, as they have become an essential part of signature dishes across both brands.
Through Counter Culture UAE, piehaus aims to celebrate these behind-the-scenes relationships and bring attention to the individuals who contribute to the culinary journey—from growers to chefs.
Adding to the experience, Pure Harvest is offering a complimentary blackberry pack to the first 50 guests who order from the Counter Culture menu.
Availability and Location Details
The fourth edition of Counter Culture will be available for a limited period from July 23 to August 23, 2026, at both participating venues in Dubai.
Locations:
piehaus, Alserkal Avenue, Warehouse 22A
21grams, Meyan Mall
This edition stands as a tribute to UAE-grown produce, meaningful partnerships, and the belief that outstanding cuisine always begins with exceptional ingredients.
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