Swedish watch brand Daniel Wellington has opened its first flagship store in the Middle East region recently.  The aim with the store design was to bring a unique and elegant customer experience with an incredible space. The sophisticated concept behind The Dubai mall project came to life through carefully selected classic, confident, and minimalistic elements with interesting details and contrasts between glossy, tactile, and matt surfaces. The glazed facade connects the boundary between the interior and exterior, creating a spacious store with the plants and display stands. The layout is created for the optimal customer experience and the best shopping journey focussing on zones of product accessibility, inspiration, and openness.

The design is Scandinavian which is aligned with the brand’s core values like affordable luxury and timeless style. This was done with exclusive materials in the build outs and fixtures as Terrazzo, bronze mirror, glass, and brass that tie perfectly into the brand’s aesthetics. Greenery is an important element in the final concept and is included in different ways throughout the space which adds an atmosphere of lifestyle that is significant for Daniel Wellington.

At the event,  Noha Nabil, one of the region’s biggest social media icons (8.1m followers on Instagram) hosted a meet and greet in the store. The crowd of guests and customers were able to get the unique opportunity to touch, feel and see the products in the brand’s new iconic store while getting to meet Nabil.

Daniel Wellington’s executive director for India, Middle East, and Africa, Magnus Töveberg, said: “I am extremely proud to finally open our first store in the UAE after three years of business in the region. It has always been our number one priority to open our own store with Emaar in Dubai Mall, which we see as the heart of retail in the Middle East.”