When creating the interiors of the Villa Moda stores, special attention was always paid to blending local culture and heritage within the anonymous globalized fashion world, rooting the retail experience in a sense of authenticity. For the Women’s Multi-brand store at the DIFC, this philosophy was translated by working with craftsmen from Iran whose families had historically helped build the royal palaces and who became experts at restorers to create intricate mirror work combined with a dusky pink plaster to create an intimate boudoir environment. The mirror work formed the basis of the design and onto that, spread across two floors and a series of smaller, cozy rooms, the space was lit by 47 unique bejeweled chandeliers to imbue it with flooding warmth.
With a passion for art and design, the Villa Moda team created the space as both a retail concept and a so-called blank canvas for local artists to add their interpretation through installations in the windows of the store. This particular focus on expert craftsmanship was further reinforced by decorating the space with an eclectic selection of furniture collected from around the East that included tables, chairs, sofas and other objects that doubled as both unique objects and surfaces on which to display fashion items.
The result was a multi-sensory retail experience that allowed the customer to purchase whatever caught their eye in a space that was comforting, familiar, beautiful.