Welcome to DQ Leaders, a series of interviews with leaders and stakeholders in Riyadh’s Diplomatic Quarter. In this edition, we sit down with Samar Alhashim, the founder of Circle 3 by Acoustic, to talk about community, culture, and building a destination in the DQ.
Why did you choose to open Circle 3 by Acoustic in the Diplomatic Quarter?
The first reason for opening in the Diplomatic Quarter is the prime location, and it continues the journey of Acoustic, the parent company of Circle 3. The business has been operating since 2007, so this is a continuation of more than two decades of experience.
Circle 3 opened in December 2022, when the team was chosen by the Ministry of Culture to operate this small, beautiful cultural museum in the DQ. The selection was based on a strong reputation and a history of creating art since 2007.
Even before opening here, the company was very involved in the DQ community, supporting various initiatives and curating exhibitions attended by ambassadors and embassies. Work with international partners, including cultural and art programs, made the move into Circle 3 a natural fit, continuing the company’s vision of blending culture, art, and community.
What sets Circle 3 by Acoustic apart from other restaurants and cafes?
It has a soul. Acoustic has always been the parent company where any subsidiary shares the same vision: a soul, quality food and beverage, and a focus on community. We are not just a café—we are a destination. You can feel that the moment you enter any space under Acoustic.
How do you want guests to feel when they visit?
I want them to feel that this is more than just a place for coffee or food. It’s a place where they can feel comfortable, trust the space, have fun, and experience the culture and mission behind it. Our goal is not only serving coffee but building a community and being part of this landmark.
What feedback do you hear from regular customers?
Thankfully, it’s always positive. More than 50% of our guests are regulars, and they often say they feel at home here. If they have a gathering or occasion, they want to host it at Circle 3. Even with many new spaces opening in DQ, Circle 3 has maintained its own spirit and soul.
What have you learned about yourself as a business owner and leader?
I’ve learned a lot since opening this space. Leadership is not about controlling—it’s about working with passion, believing in your ideas, and being patient. If you have passion in your work or career, you can reach your goals.
You really need belief in your vision to inspire your team, right?
Yes. You shouldn’t control people—you should lead them with passion and attention to detail. Guests are more aware of high-end service, especially in food and beverage, but authenticity matters most. Serving with cultural depth creates a sense of community. We’ve built a destination and community in DQ, and it’s rewarding to see more people from outside DQ joining us as well.
What advice would you give to a first-time F&B entrepreneur?
Don’t follow trends—trust yourself. Have your own idea, even if you’re opening a café. Don’t copy others. Pay attention to details, believe in yourself, work hard, and be patient.
What does the future hold for Circle 3?
I hope people will better understand the concept of this building—it’s a cultural, historical space with its own story. Circle 3 reflects arts, Saudi culture, and modernization aligned with Vision 2030. It’s a place for families, reading, coffee, work, friends, and events. We host workshops, corporate events, and celebrations while respecting the neighborhood of the Diplomatic Quarter.
Do you have a message for the DQ community?
Thank you. We grow with you and welcome suggestions. This space is for the community—whether for private parties, collaborations, or workshops. Circle 3 is more than food and beverage; it’s a cultural center. We want everyone to enjoy and participate.
Follow Circle 3 by Acoustic on Instagram at @circle3cafe.
