Project: Moncler, Dubai

Design: Curiosity
Opening date: March 2018

Store size: 250 sq m

Italian apparel retailer Moncler has collaborated with Gwenael Nicolas, French designer and founder of Curiosity, to open its first mono-brand boutique in Dubai, which strengthens the brand's presence in the Middle East. The goal was to create an ambience almost suspended between ice and nature.

Located inside the Dubai Mall, one of the world's largest shopping centres and unavoidable stop-off point for luxury shopping, the 250 sq m boutique shows off the new architectural concept, embodying a combination of the heritage and the contemporary quality of the brand.


The façade welcomes visitors with a large white stone like an iceberg floating in the huge atrium, which shows the viewer the essence of the brand.


Delicate stone cutting portrays the surface of broken ice blocks, which expresses beauty and power of nature.


Visitors will be surprised by the vertical interior creating the significant contrast with an impression of the entrance, when they come inside.


The extremely high ceiling is designed to provide visitors with an enjoyable experience like exploring in a forest, with floating products displayed at different heights, which will naturally guide visitors to find their favorite items and provide them with fun to purchase.


The strength of nature is also expressed with a carefully selected colour palette in dark woods and grey stones. Their texture characterises refinement and elegance at the same time, and creates a timeless stage for all the brand’s collections.


Contrary to the dark store area, the fitting room is covered with quilted white leather, mimicing the lining of a Moncler down jacket.

The Dubai store follows the recent opening of its first boutique at the Hamad International Airport of Doha.

Photography: Alessandra Chemollo


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