Maison Assouline – a luxury brand on culture renowned for collectible books on subjects ranging from fashion, design, art, travel and epicurean arts – has opened its second worldwide Maison Assouline in Dubai. Maison Assouline’s newest home is housed in the Fashion Avenue of The Dubai Mall alongside neighbouring boutiques such as Dior, Chanel and Fendi. This luxury culture concept store is designed to create new memories of experiences that go far beyond just books.
Maison Assouline offers a complete sensory journey, from the intriguing and specially formulated aroma as one walks from the stylish library to the big screens showing classic footage curated by Martine Assouline and the carefully curated playlist. Beyond the glossy books that adorn the grand floor-to-ceiling bookshelves, the Maison promises to bring brands to life.
Walking past the books, the space resembles a retro yet contemporary concept store. Fully equipped with chic vintage rounded vitrines, each filled with one-of-a-kind items, Maison Assouline is the go-to destination for sophisticated and unique gifts. Monthly pop-up stores will offer guests the chance to purchase exclusive items that have been part of Assouline’s most successful titles. In addition, there are unique antique jewellery pieces, collectibles and sentimental ornaments.
Within the concept store, each object is carefully placed to tell a story. There are two long library tables from the 1900s sourced from the well-known British Library and made-to-order items like the fabulous head sculptures that rise above the books. Pieces like a vintage jewellery box from the film Sunset Boulevard or a display of early twentieth-century hand-spun Louis Vuitton and Goyard trunks showcase the best of old glamour, transporting the visitors back in time.
The nucleus of the Maison is the glamorous Swans Bar, a stylish eatery featuring a larger-than-life bar with grand gold mirrored beams, surrounded by perfectly poised stools. Guests will be offered a tasteful food and beverage menu inspired by some of Assouline’s most captivating titles.
Nestled in the heart of the Maison is a lush private room, where clients are fully immersed in the world of Assouline and feel inspired to discuss private, custom-made books and their dream bookshelves, realising their home’s ultimate interiors.
Extending out to a beautiful terrace overlooking the famous Dubai Fountain, the leafy outdoor pergola feels like an elegant Mediterranean haven, housing tables ornamented with flickering candles that lend themselves to the pleasing ambience.
The international flagship, Maison Assouline on Piccadilly in London, was first introduced in 2014 and was meticulously created to resemble the library of a grand private residence. The unique store features expertly curated bookshelves as well as an elegant bar that transforms throughout the day to provide clients a wide range of luxury offerings.
Replicating the original concept in the UAE, Maison Assouline Dubai will be an oasis for people seeking style, culture and art de vivre. “We wanted to create a place that embodies the spirit of the brand, and, like our books, tells a story; we wanted to share a place that would be an extension of our private residence. It’s a magical getaway for clients to escape to, a place where knowledge is infinite and where their hunger for it can be beautifully satisfied. The intricate surroundings coupled with the attractive menu will inspire and ensure good moments. It’s intended to be a place where fond memories are born, relationships initiated, and bonds formed,” explain brand founders Prosper and Martine Assouline.
Words by Katie Streten Experiential Strategy Director, VMLY&R COMMERCE Throughout the last year,June 13, 2021 | By Shruthi Nair
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