Hosting a pop-up concept that bridges online with offline, Bouguessa’s trailblazing retail experience features regional brands from fashion, beauty and fine jewellery.
The Middle East’s home-grown fashion and lifestyle labels face an uncertain post-pandemic future. Hit hard by the crisis that rocked the world, local brands have spent the past few months finding innovative ways to stay engaged with customers, and ultimately stay afloat. Now, as shops and retail concepts reopen, brands are faced with the challenge of new world order.
One brand trying to find a balance between digital and real life, is contemporary ready-to-wear label Bouguessa. The Dubai-based brand is hosting a pop-up concept which is set to showcase a selection of region labels both in-store and virtually.
The first edition of the concept, named Curated, will be held in Bouguessa’s Dubai Design District showroom and will feature fragrances, handbags, jewellery and women’s apparel. And for those who from prefer to explore from the sanctuary of home, the pop-up will also be streamed via Bouguessa’s Instagram.
The digital element of the pop-up will allow viewers to connect to designers and products in a unique way; including real-time showcases, styling sessions and plenty of surprises. While the showroom will offer customers a chance to return to normality with an in-store experience highlighting some of the most talented creatives and thoughtful brands in the region.
A fusion of modern minimalism, elegance and flair, participating brands include cruelty-free fragrance series Arcadia; private jewellery house Kamyen; Emirati fashion brand IAMMAI; luxury ethical Saudi brand Abadia; and Dubai-based accessory label Odeem.
The Curated pop-up will run from August 4 to 6, from 10am to 7pm at Bouguessa’s showroom in Dubai Design District, building 7, 207B. Or visit @bouguessa to explore the pop-up online with lives at 11am and 3pm daily.
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