The UAE’s homewares brand, DWELL launched its new store concept in Festival Plaza, Dubai, recently. The new store hosts the latest collections within a refreshed fit-out of weathered white brick, polished concrete flooring and walls, and wood panelling with timeless Arabesque inspired finishes. The aesthetic is united with gold and copper highlights, to provide a modern and contemporary feel.
The concept behind the store was to create a feeling of home while highlighting precise product destinations. Scripted handwriting further reiterates a personalised store environment alongside stunning lifestyle layouts guiding the customer journey, so each can make the best choice for their home.
Launched in 2003 and described as a “house of brands”, DWELL’s impressive interior design solutions form an assortment of designer brands to suit a wide variety of tastes. The new store offers a carefully curated set of collections from international home brands including Christy bedding and towels; the brand’s best-seller alongside Paradies, a specialist bedding brand from Germany, Dorma, William Morris and V&A collection.
Today, DWELL’s ethos remains the same: to provide the region with the best quality ranges of bedding, bath linens and complementary products, perfectly coordinated to create a luxurious home sanctuary. The store design and layout provide customers with an engaging, intuitive and relaxing shopping experience where customers can choose from a large variety of home accessories, including decorative candle holders, lamp cushions alongside a selection of occasional furniture pieces.
DWELL has bolstered its success over the last 15 years by offering a personalised shopping experience, putting customer service and product knowledge at the forefront. Curated product ranges, exclusive products, a showcase of many European labels and specific Middle East sizing have further added to the success of DWELL across the GCC. The brand has continued its expansion in the region with nine stores located in the UAE, three others in Qatar, one in Bahrain and a further two planned for the GCC this year.
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