Etro reinforces its presence in the Middle East by unveiling the new visual concept of its boutique in Dubai Mall. First opened in 2009, the store has been completely refurbished by Claudia Campone of the design studio Thirtyone Design + Management, who already partnered with Etro for recent store openings in Cannes and Monte Carlo.
Imbued with a sense of balance between heritage and modernity, the new space located in the Dubai Mall’s Fashion Avenue Atrium, on the first floor, covers 238 square meters distributed over distinct areas dedicated to the Etro Women’s and Men’s Ready-to-Wear and Accessories lines, and the Eyewear and Fragrances Collections.
Abstract elements and tactile details bring refinement and lightness to the interiors, creating an immersive journey through the Maison’s codes and emblems, which constantly reference Etro’s unique textile craftsmanship and contemporary elegance in an infinite variety of shades of beige.
Traditional materials and exclusive textures fuse to create a fluid and dynamic layout, featuring terracotta floors, rough limestone and custom wallpapers with subtle paisley patterns in degradé tones. An imposing cherry wood bookcase takes center stage in the boutique, while a feeling of continuity between the exterior and interior is emphasized by the various iterations of the paisley motif, engraved on the wooden panels of the shop windows and stylized on the handles of the entrance door. Highlights of the new concept include hand-knotted carpets and metal surfaces with a sophisticated champagne finish.
The new Etro boutique in Dubai is the brand’s first retail destination conceived as a unique setting for the display of selected artworks that will contribute to enrich and elevate the brand’s shopping experience.
The store is seen as an open gallery in the making, showcasing the Etro collections along with exhibits of works by young creatives and world-renowned talents.
Piegato RAL 2010 by Cesare Berlingeri is the site-specific artwork presented for the store opening. The project is a tribute to the artist’s „Foldings“ series, canvases skillfully folded and soaked in pure pigments that generate images that wrap around themselves, transforming into pure thought, space and color.
The exhibition is enriched with the work of Korean artist Kwangho Lee, Knotted, Blue Chunk, which combines industrial materials with traditional weaving techniques. An everyday piece of furniture such as a table thus becomes a sculpture wrapped knots of nylon threads.
The boutique also houses collectible design pieces curated by Draga & Aurel.
