Roar was commissioned by SJP by Sarah Jessica Parker to create the interior of its new shoe boutique in Abu Dhabi’s The Galleria Mall. Inspired by the whimsical world of Wonderland, the store features elements such as bubbles, feathers, reflective surfaces, and iridescent colours. This theme is not only visual and tactile but also incorporates digital content to enhance the sensory experience.

“We wanted to imagine a space that goes beyond a typical retail environment. It’s about stepping into a dream, where every element—from the blush colour palette reminiscent of an elegant, intimate powder room to the curved lines that invite and embrace—contributes to a feeling of soft enchantment,” comments Pallavi Dean, Founder and Creative Director of Roar. “Our design maximises functionality while providing moments of pause and play, making customers feel like they are part of a magical story.”

Following the foundational aesthetics of the original SJP store, Roar has elevated the design by incorporating blush tones that create a cosy, inviting atmosphere. The use of mirrors and reflective surfaces allows customers to view themselves from new angles, adding a sense of discovery and playfulness. Mirrors on the ceiling offer unique perspectives, further immersing visitors in the dream-like environment.


Functionality is seamlessly integrated into the design, with displays showcasing shoes at various heights and against diverse backgrounds. The shop front features semi-transparent bubbles, creating an intriguing visual that draws customers inside to explore.