Essential Retail

Luxury Riyadh womenswear store from Rubaiyat

Luxury fashion retailer Rubaiyat has launched a new womenswear store in Riyadh, Saudi Arabia. Existing stores also sell fashions for men and children.

The 2,100 sq m (22,604 sq ft) store has been designed by Virgile + Partners and seeks to mark a radical departure from the large department stores and mall retailers that typify the Middle Eastern luxury retail sector. It offers a boutique environment, with a curated fashion collection presented more like an art exhibition than a retail space.

The interiors have been designed to capture the essence of local culture while giving it a modern twist, using large scale sculptural features to create a distinctive showcase for brands including Gucci and Balenciaga.

Anchor statement displays are juxtaposed with unusually-shaped plinths and display units, with simple rails used for hanging garments. Large panels feature abstract artworks by local artists, to emphasise the exhibition-like feel of the store. A café and mini-spa are included in the store to increase its destination appeal.

“What we’ve created is an incredible space, befitting our brand, and where our customers will come to enjoy beautiful surroundings while they browse the best in luxury fashion,” says Rubaiyat senior vice president Christopher Penne.“Rubaiyat is the pinnacle of Middle Eastern luxury fashion retail, so our design work and visual language needed to reflect this,” says Virgile + Partners director Carlos Virgile. “The design approach blends the often subtle boundaries between Fashion and Art, encouraging customers to perceive a retail environment from a new perspective - more creative and unexpected – evolving their preconceptions of what a store experience could be, and adding an element of curiosity and excitement.”

This article first appeared on Essential Retail.