Maison Margiela announces the opening of its new boutique at Mall of the Emirates in Dubai, further expanding its presence in the region. This milestone follows the strategic joint venture agreement between OTB Group and Chalhoub Group, announced last June. Measuring 265 square meter the state-of-the art space features a 40 square meter terrace café located at the front of the boutique which has been opened with AP&Co. Hospitality as the operator. The concept took one year to complete and reflects the visual language established at the house.
The store’s exterior and interior are shaped by generous travertine curves, a new modern design code for the house that accompanies the visitor’s journey into the Maison Margiela universe. Acting as an oversized curtain, the façade is composed of layers of curved backlit travertine tubes which puts the spotlight on the emblematic Tabi footprint, presented in the form of a pattern.
There is a hint of dark patinated bronze that flows through the store, leading from the shop window frame to the areas where the collections will be displayed. The ground floor boutique is dedicated to Maison Margiela’s complete product offering, including bags and small leather goods, with a spacious shoe area presented in the middle of the boutique. Peppered throughout the space are misfit furniture pieces and a travertine sofa designed in the memory of classic objects, deconstructed in form.
The Maison Margiela ready-to-wear collections are displayed towards the back of the boutique and create a sense of journey for the client as they move through the Maison Margiela universe of unconscious glamour. Meanwhile, the technique of décortiqué further materializes in shelves, display tables and seats carved in stained travertine, the natural indentations filled with colour-contrasting epoxy resin in optical white. The boutique also boasts three spacious fitting rooms including a dedicated VIP room which is flanked in travertine tubes in order to create even more privacy. For the opening, an exclusive and limited-edition Snatched bag and small leather goods in a Thyme colour have been conceived.
The store concept for Maison Margiela debuted with the Bruton Street store in London, followed by Avenue Montaigne in Paris, Osaka, Japan, and Shanghai, China. Maison Margiela owns and operates 120 stores worldwide.
