The Concept

The Concept is a UAE product development and design company associated with sustainable hardware and technology for aviation.

Industry: Climate Tech | Location: Abu Dhabi, United Arab Emirates | Founded: 2017

About The Concept

The Concept is a UAE product development and design company associated with sustainable hardware and technology for aviation. Its work combines physical product design with digital capabilities, focusing on changes that can reduce the environmental impact of airline operations. The business was founded in 2017 by Yadhushan Mahendran, Maria Sobh and Muhammad Rijal Hikmatullah and became part of the Hub71 community in Abu Dhabi.

A central project is the NEOS Fly+ smart in-flight meal tray, developed through a partnership with Etihad Airways. The collaboration brought airline expertise and access to catering facilities and flights into the development process. The tray programme addresses both material choices and the monitoring of food consumption, connecting cabin equipment with information that can help improve meal planning. Etihad tested a version made using recycled PET bottles on an ecoFlight to Rome and described further development work on the product. The Concept's approach links industrial design, sustainability and connected technology, with a focus on practical equipment used during airline meal service rather than a consumer travel application.

Leadership