Dressed in a white lab coat and taking notes on a laptop, the researcher takes another puff from his hookah. Concentrating deeply, he analyzes the smoke cloud’s aroma and structure like a sommelier would do with wine.
Inside this R&D center for Advanced Inhalation Rituals, he and others are trying to breathe new life into a 500-year-old tradition that’s a favorite pastime in many Middle Eastern cafes: Smoking a waterpipe with flavored shisha tobacco.
A firm with Syrian-Jordanian roots, AIR is one of the biggest exporters of shisha tobacco, which is consumed through waterpipes. The Dubai-based company has been making ...
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