Studio Em designs the first flagship store for homegrown athleisure brand L’Couture
Dubai-based female athleisure brand, L’Couture has opened its doors to its first flagship store located on Al Wasl Road – within reach of key Dubai landmark, the Burj Al Arab. Designed by Studio Em, the 4290sqm space encompasses a yoga and photography studio, a glam room, a retail floor, as well as the brand’s office headquarters.
Unlike the majority of stores located in malls, the L’Couture boutique is housed in a modern two-storey, standalone building, showcasing a vast space and distinct attitude. Created by Emma Stinson from Studio Em and inspired by the brand’s aesthetic, the Instagram-friendly store features a chic yet fun design with neon signs, luxurious marble, soft lines seen in furniture pieces, flowers and velvet touches, with gold finishing.
“L’Couture has designed pieces that are robust and can withstand the day’s challenges without pleating or threading, but they also create a beautiful silhouette around the female form – this is something that I wanted to translate into the design. Considering the team’s spirit and personality, we were able to have a lot of fun with the project. It’s an uber-cool brand, a trendsetter in the market and the label was founded here, so with this flagship store, the aim was for it to be a place that captures the L’Couture spirit,” said Emma Stinson, from Studio Em.
“I am beyond excited about the opening of the very first L’Couture boutique in Dubai. I wanted to create a unique space that captures the essence of the brand for both customers and my team, and that’s exactly what we have done. The boutique is feminine and Instagrammable – a place I want our girl gang to come and hang out, whilst they browse our latest collections. We can’t wait to welcome all our customers, loyal and new, to our new home,” said Lyndsay Doran, founder of L’Couture.