HuqqA, the renowned gastronomy and lifestyle brand, has partnered with Assouline, the world’s foremost luxury publisher, to unveil Mystic Mist: The Rituals of HuqqA, a stunning coffee table book that delves into the cultural heritage, craftsmanship, and rituals surrounding shisha. The collaboration unites HuqqA’s contemporary sophistication with Assouline’s renowned artistry in collectable publishing, resulting in a volume that is as much a cultural statement as it is a design masterpiece.
The origins of shisha trace back centuries to the courts of the Mughal and Persian empires, where it evolved from a simple smoking vessel into an object of beauty and status. As European explorers introduced tobacco to these regions, the hookah became a focal point of social and cultural exchange, a ritual that symbolised elegance, contemplation, and connection.
Over time, shisha transcended empires and continents, finding its way to Ottoman coffeehouses where it became a centrepiece for literary and philosophical discussion. Eventually, Western travellers carried the tradition home, where it became a fashionable pastime among European elites. What began as an Eastern art form evolved into a universal symbol of shared experiences, and a timeless ritual that continues to inspire connection across borders and generations.
Today, shisha remains a symbol of gathering, relaxation, and conversation. Mystic Mist: The Rituals of HuqqA celebrates this enduring tradition through a contemporary lens, capturing the balance between ritual and reinvention. The book showcases how HuqqA is a modern custodian of this heritage, and a brand that reimagines the ancient art of shisha through refined aesthetics, sensory design, and hospitality innovation.
Featuring text by acclaimed journalist Sarah Khan, photography by Oliver Pilcher, and conceptual collaboration with Irem K?nay, Mystic Mist: The Rituals of HuqqA is a 256-page collector’s edition published by Assouline. Through its evocative narrative and captivating visuals, the book explores the evolution of shisha as both a cultural tradition and a modern lifestyle ritual, brought to life through HuqqA’s global influence.
Sarah Khan, an award-winning journalist known for her work in travel, <a href="https://menainsights.com/messika-best-dressed-fashion-trust-arabia-2025/”>fashion, and food writing, infuses the book with a rare cultural sensitivity and depth. The imagery in Mystic Mist is masterfully captured by Oliver Pilcher, a celebrated photographer whose work for Condé Nast Traveler and luxury brands worldwide has become synonymous with elegance and emotion. His photographs for this volume merge artistic intimacy with grandeur, creating an immersive visual experience that mirrors the tranquillity and sensuality of the shisha ritual.
As the first luxury brand on culture, Assouline brings its signature style and publishing expertise to this project. Founded in Paris in 1994, Assouline has produced over 2,000 titles, redefining the art of the modern book through design, craftsmanship, and cultural insight.
“Mystic Mist is a tribute to the artistry and heritage that define our brand. Through this collaboration with Assouline, we wanted to capture the visual beauty of shisha while also showcasing the deeper sense of connection it evokes. It’s a ritual that transcends time and place, one that unites people through culture, craftsmanship, and conversation,” said Enis Ersavasti, Founder of HuqqA.
Perfect as a décor statement or a gift for collectors, the book embodies HuqqA’s vision of transforming cultural rituals into contemporary art forms. Mystic Mist: The Rituals of HuqqA is available for pre-order via www.assouline.com/products/mystic-mist-the-rituals-of-huqqa and at Assouline boutiques in Dubai Mall, The Galleria Al Maryah Island (Abu Dhabi), Mall of the Emirates, and Galleries Lafayette Dubai Mall.
Text by Sarah Khan, photography by Oliver Pilcher, in collaboration with Irem K?nay?
10 x 13 in – 25 x 33 cm | 256 pages | 160 illustrations | printed silk hardcover?
ISBN: 9781649805560 | $120 – €120 – £100?