Finally, a History of Shisha That Doesn’t Look Like a Textbook

HuqqA, known for its high-end dining and shisha lounges, has teamed up with luxury publisher Assouline to release a new coffee table book titled Mystic Mist: The Rituals of HuqqA.

The book is a deep dive into the history of shisha, tracing its roots from the Mughal and Persian empires to modern-day lounges. Featuring photography by Oliver Pilcher and text by journalist Sarah Khan, the book is designed as a collector's item. It is available now for pre-order and at select boutiques in the UAE.

The Collaboration: HuqqA Meets Assouline

This partnership brings together two brands that usually dominate very different conversations—one focuses on dining and shisha, the other on high-end bookshelves.

• The Goal: To turn the shisha experience into a "design masterpiece" and cultural statement.
• The Publisher: Assouline, founded in 1994, is known as the first luxury brand on culture, having published over 2,000 titles.
• The Brand: HuqqA, founded in 2013, focuses on "refined shisha rituals" and multisensory dining experiences across the Middle East and Turkey.

It is an interesting move for HuqqA. By teaming up with Assouline, they are positioning themselves not just as a place to hang out, but as "modern custodians" of shisha heritage.

Enis Ersavasti, the founder of HuqqA, notes that the project is about capturing the visual beauty of shisha and the connection it evokes between people. It attempts to frame shisha as a ritual that "transcends time and place" rather than just a casual pastime.

A Deep Dive into Shisha History

Most people know shisha as a social activity, but Mystic Mist argues it is a lot more than that. The book attempts to give the practice some serious historical weight.

• Origins: Traces back to the courts of the Mughal and Persian empires, where it was an object of status.
• Evolution: European explorers introduced tobacco, turning the hookah into a tool for social exchange.
• The Coffeehouse Era: It became a centrepiece for philosophical discussions in Ottoman coffeehouses.
• Western Influence: Travellers eventually brought the tradition to Europe, where it became a trend among the elite.

The narrative suggests that what started as an Eastern art form has morphed into a universal symbol of shared experience. The text is handled by Sarah Khan, a journalist with a solid track record (NYT, Vogue, Condé Nast Traveller) who has lived across six countries. Her involvement suggests the writing will have actual depth and "cultural sensitivity" rather than just being marketing copy.

Visuals and Specifications

If you are buying an Assouline book, you are mostly buying it for how it looks on your table. The specs here match what collectors usually expect from the publisher.

• The Photographer: Oliver Pilcher, a regular contributor to Condé Nast Traveller.
• The Style: The images mix "artistic intimacy with grandeur" to mirror the sensuality of the ritual.
• Physical Specs: It’s a substantial book—10 x 13 inches (25 x 33 cm), 256 pages, and a printed silk hardcover.
• Content Volume: It includes over 160 illustrations.

Pilcher has a reputation for shooting some of the world's finest brands, so the imagery should be top-tier. The book is positioned as a décor statement as much as a reading material. It captures HuqqA's specific take on the tradition—refined aesthetics and sensory design.

Pricing and Where to Buy in UAE

Since we are in Dubai, getting your hands on luxury goods is usually pretty straightforward. This launch is no exception.

• Online: You can pre-order via the Assouline website.
• In-Store (Dubai): Assouline boutiques at Dubai Mall, Mall of the Emirates, and Galleries Lafayette Dubai Mall.
• In-Store (Abu Dhabi): The Assouline boutique at The Galleria Al Maryah Island.
• Price: It is listed at $120, €120, or £100.

For those unfamiliar with the local geography, HuqqA itself has locations across Dubai, Oman, Qatar, and Saudi Arabia, but for the book specifically, you'll want to head to the Assouline outlets listed above.

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