Harvey Nichols’ UAE Flagship Store in Dubai
The Edgy Designer department is home to many brands such as Roksanda, Roland Mouret, and Zimmermann. The design communicates the distinctive Harvey Nichols brand style, with a quirky and eccentric personality twist inspired by the fashion collections it offers. Located on the first floor level and main point of access from the mall, the 340 sqm ‘boutique’ department along the front facade acts as a welcoming beacon as well as an introduction to the store and its spirit of innovation and creativity.
The design scheme plays with the space by creating seven different areas defined by large sculptural 3D geometric ‘objects of desire’, inviting customers to interact and avoiding the formality of traditional fixtures and display systems.
The floor is an undulating road with a combination of white, grey and light rose marbles that have been laid out in a playful geometric pattern, which creates a strong sense of direction and links the zones. This is emphasized by the mirror image reflected in the ceiling, which follows the intricate turns of the walkway.
Furniture and hanging display systems are integrated, while unusual materials such as plaster bricks and fine wires are used to create partial screening and unusual backdrops to the exciting fashion collection.
The redesign of Harvey Nichols is a direct response to Dubai’s competitive luxury market and continues to be a destination for discerning and fashion-conscious customers.
Commenting on the work, Carlos Virgile, Director, Virgile+Partners, said: “Harvey Nichols Dubai DNA has always stood for originality and creativity. The new Edgy Designer department pushes these values even further through the innovation and playfulness present in today’s fashion. The design aims to break a traditional department store mould and move it closer to the character of an inspiring and inventive boutique”.