Berenjak has opened its first permanent restaurant in Saudi Arabia at VIA Riyadh. The move marks the brand’s entry into the Kingdom following its pop-up during Riyadh Season early 2025. The London-born Persian concept, created by Kian Samyani and operated in collaboration with Cool Inc. in Saudi, builds on its existing presence across the United Kingdom, United States and the Middle East, bringing its approach to traditional Persian cooking into a new market. As the brand expands internationally, Cool Inc.’s and Berenjak’s focus remains on maintaining consistency in its core offering while adapting to local context.

A new promotional video featuring Colombian actress Sofia Vergara promoting Saudi Arabia’s new luxury spot VIA Riyadh ahead of its opening this month has been released. Vergara, who is known for her role in the American television series Modern Family and for being a judge on America’s Got Talent, takes viewers on a trip showing the various entertainment and luxurious spots located in VIA Riyadh. The video that was shared by Saudi Arabia’s General Entertainment Authority (GEA) chairman Turki Al al-Shikh, features the five-star St Regis hotel, MWAZ shopping space, café ELLE, celebrity chef Wolfgang Puck’s Spago restaurant and luxury food market VIA MERCATO. Al-Shikh had announced that visitors will be welcomed in VIA Riyadh starting May 11. The anticipated prestigious space will include overall 23 global brands, 17 high-end restaurants and seven different cinemas catering to the visitors’ tastes and preferences. The new “it” destination will be inaugurated by Saudi singer Abdul Majeed Abdullah on May 18, al-Shikh also said. Located near the Diplomatic Quarter in Riyadh, VIA Riyadh was previously announced as one of the zones for the Riyadh Season 2022. “VIA Riyadh is the place to be,” Vergara said in the promo video.