One for 22 in Dubai

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Calling a shop 1422 (one shop for 22 nations/states/emirates) is perhaps an approach to naming more usually associated with bubblegum pop boybands, but this is the chosen moniker for what is claimed to be the world’s first ‘ready couture store’, in Dubai.

Sponsored by the Arab fashion council and having cost 40m AED (nearly EUR 10m) this is in fact a store in which most of the merchandise is ‘pret a porter’, but where the finishing, trims, sizing and suchlike can be done in situ, hence the name.

It is also, apparently, a ‘lifestyle experience’, which in practice means an impressive stark white interior in which the mid-shop is dominated by circular cage-like structures that act as homes for the merchandise. A mix of new and established designers form the shopper offer, which is for women.

The building’s exterior has graphics depicting elements from the history of Dubai and the whole is located in the Emirate’s City Walk.

The ‘project’ is also a new headquarters for the Arab Fashion Council.