Design specialists, Virgile+Partners, announced its work on the Harvey Nichols store in Dubai and operated by the Al Tayer Group UAE, located within the renowned Mall of the Emirates.

The store’s model and design strategy are now closely aligned with work that Virgile+Partners has developed for the brand in the UK in their Birmingham Mailbox store and Knightsbridge flagship.

The Edgy Designer department, which opened this month, gives a home to brands such as Roksanda, Roland Mouret, and Zimmermann. Its design communicates the innate distinctive Harvey Nichols brand character, giving it a quirky and eccentric personality inspired by the fashion collections on offer.

Located at 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 3-dimensional geometric ‘objects of desire’, provoking intrigue and inviting customers to interact, and avoiding the formality of traditional fixturing and display systems.

The flooring is defined by an undulating ‘road’ – a combination of white, grey and light rose marbles laid out in a playful geometric pattern – which creates a strong sense of direction and links the zones. It is emphasised by its mirror image reflected in the ceiling, which follows the intricate turns of the walkway.

Harvey Nichols Dubai design aims to break a traditional department store mould and move it closer to the character of an inspiring and inventive boutique.
— Carlos Virgile, Director, Virgile+Partners

Furniture and hanging display devices 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.

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.
— Carlos Virgile, Director, Virgile+Partners

VIRGILE + PARTNERS
www.virgileandpartners.com

Retail, hotels and restaurant design specialist Virgile + Partners is an integrated offer within the Imagination Group, the global brand and communication agency. Created in 1990, the team quickly established a sound reputation for their innovative and personal approach to design.

A specialised Retail, Hotel, Restaurants and Shopping Mall design, the team operates from its London West End base integrating interior designers, brand strategists, architects, graphic/digital designers and has presence in the Imagination global network of offices operating in the Americas [New York, Detroit, Los Angeles], Asia Pacific [Hong Kong, Shanghai, Sydney] and the Middle East [Doha, Dubai, Mumbai].

The portfolio of work is associated with many luxury brands such as Burberry, Yves St. Laurent, Patek Philippe, Harrods, Tsum, Chopard, Swarovski and Tiffany as well as in the hospitality sector with Hyatt, Andaz, Ritz Carlton, InterContinental and Oberoi.

All images courtesy of VIRGILE + PARTNERS.

Tags: 3D, Accessories, Al Tayer Group UAE, department store, displays, Dubai Mall, Dubai Marina Mall, Emirates, fashion, fashion and lifestyle, Fashion Stores, flooring, furniture, geometric design, geometric patterns, Harvey Nichols, interior, Luxury, luxury fashion, Mall of the Emirates, shelving, style, Top, travel, trends, Virgile+Partners, visual installations, visual merchandising