Dubai's most sought-after chocolate is finally going offline — and Sole DXB is where it happens first. FIX Chocolate at Sole DXB marks the debut of Sarah Hamouda's artisanal brand stepping beyond Deliveroo and into a real-world pop-up, with an exclusive new flavor dropping for the very first time this weekend at Dubai Design District.
FIX Chocolate Steps Offline for the First Time
The FIX Dessert Chocolatier, founded by British-Egyptian Dubai expat Sarah Hamouda in 2021, has become one of the most talked-about food brands in the world. Its signature bars sell out on Deliveroo within minutes each day — the brand caps orders at 500 per day with sales going live at 5pm. Demand is so intense that getting hold of a bar online often feels like winning a lottery.
That changes, just for three days, at Sole DXB. From 13 to 15 December, FIX will run a pop-up concept store at Dubai Design District, where festival-goers can try and buy their bars in person for the first time.
Exclusive New Flavor: Pick Up a Pretzel
The headline drop is the brand-new Pick Up a Pretzel flavor from FIX's Midnight Edition range. The bar pairs a sweet-and-salty pretzel filling with dark chocolate — and it will not be available on Deliveroo during the festival period. This is a Sole DXB exclusive.
Alongside the new flavor, visitors can enjoy the beloved Can't Get Knafeh of It — the pistachio and kunafa bar that went viral after a TikTok by Ukrainian influencer Maria Vehera racked up over 100 million views in early 2024. The pop-up will also stock festival-exclusive souvenirs and custom chocolate bags.
Sole DXB 2024 Lineup
The FIX pop-up is just one reason to head to d3 this weekend. Sole DXB's 2024 music lineup is stacked with Grammy-winning talent: The Roots, James Blake, and Tems headline alongside UK electronic legends Groove Armada. Jazz and soul fans can also look forward to Ezra Collective and hip-hop pioneers Arrested Development.
Beyond music, the festival spans visual art installations, fashion pop-ups, sports experiences, and a full restaurant lineup — making it one of the most well-rounded cultural weekends in Dubai's calendar.
Tickets and Details
Tickets for Sole DXB 2024 start at AED 295 and are available via PlatinumList. The festival runs Friday 13 to Sunday 15 December at Dubai Design District (d3).
Do not miss this rare chance to pick up a bar from Dubai's most viral chocolate brand — in person, with a brand-new flavor you can't get anywhere else.
