The new store boasts a total of 738 m2 of sales space in the famous Dubai Mall, the largest and most-visited mall in the world, and includes the WOMEN’s and MEN’s collections. This is a space which employs an interior design concept that is 100% connected to the brand’s essence and natural progression over the last decade, where every detail combines to consolidate the brand’s identity and lifestyle.

Among the most important innovations in this launch is the inclusion of exclusive services such as the customisation service. It is an à la carte service which allows you to embroider initials on a selection of pieces from the Men’s collection or to customise a selection of leather goods by embroidering them with customised monograms.
The embroidery can be in six colours on eight fabrics and customers can choose between two different typefaces for their initials. The customisation service will only be offered at a select number of brick-and-mortar stores which will have a space with an antique piece of furniture housing an embroidery machine.

Technology also takes a starring role in this new store with the Magic Mirror buying system. A smart screen the customer can use to check information on the garments they have chosen or request a different size. The screens also have a Visual Search Technology system that suggests complementary items and alternatives to the ones chosen.