With an aim to offer an interactive shopping experience a new concept called ETHER has been launched in Abu Dhabi’s Yas Mall. It is a co-retail concept home to 120 established and new brands curated to include regional and international entrepreneurs across eight categories including fashion, beauty, F&B, accessories, home, art, NFTs and lifestyle. In addition, there is a café, studio and space for live events.
Among the diverse mix of entrepreneurs whose brands and works are featured at ETHER are Emirati fashion designer Feryal Al Bastaki; children’s wear from Maison Tini; curated second-hand items from Reeborn Vintage, Emirati beauty label Leqa Cosmetics; Nutmeg Café by Emirati Chef Khaled AlSaadi; and Croatian artist Francielle Coelho from ceramics brand Studio Coe, among many others.
“ETHER provides all businesses, no matter how small or established they are with an easy and seamless way of retailing their products. It also lets customers shop unique and revolutionary brands,” said Malak Smejkalova, General Manager of Cloud Spaces that launched ETHER.
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