The stunning retail concept for Gina, the luxury footwear and handbag brand, created by Caulder Moore, is developed to evoke a strong connection to the brand.
Fashion Avenue at the Dubai mall is stealing the limelight as a showcase for the most radical and stunning retail designs ever to be seen in Dubai. The latest addition is Gina, the luxury footwear and handbag brand, which opened its first international store in the Dubai Mall through franchisees One of a Kind Ltd.
Enter the store, and the bright halogen streams down upon the glistening diamante buckles that transfix your attention evoking a strong connection. Designed by Caulder Moore, the initial concept for Gina’s store at Bond Street in London was launched in 2006.
Incorporating the premium values of the brand, the store created a strong impact, and when the time came to replicate the same fundamentals at the brand’s flagship store in Sloane Street, there was no need to look further.
The evolved design layered in new elements to create a highly opulent look that reflects the luxury prestige of the store.
For the new Dubai Mall store, the agency was asked to adapt and extend the Gina design concept to the 85sqm space on the ground floor.
“We believe that Caulder Moore has created a truly unique and spectacular retail concept which should be very well received by the local and international consumers coming to the Dubai Mall Fashion
Avenue”, says J. S. Gill, CEO, One of Kind.
Elaborating on the design concept for the new store, Ian Caulder, creative director, Caulder Moore says “The Gina concept we developed is unique in its celebration of the brands’ exquisitely, crafted shoes.
The two London stores have established a signature identity for the brand which is synonymous with its intrinsic qualities- beauty, luxury and a sense of richness and opulence- whilst showing the crafted detail and bespoke quality of each individual shoe.
Gina, will make its international debut at the Dubai store, where we’ve reflected the unique Gina motif, the distinctive colour palette and subtle brand-led elements, whilst introducing bespoke items and luxury finishes on a grander scale combined with a high-impact fascia to make a powerful statement as the ultimate exclusive shoe destination in the visually spectacular Dubai Mall.”
Fret cut Gina icons radiate down from the top of the black opaque, full-height glazed store fascia. At low level openings have been created to view product displayed on rotating stands and tiered tables set against a back drop of black gloss, ball and chain shimmer screens. Polished stainless steel signage heads up the minimalistic, smoked glazed door.
Inside, to either side of the entrance, the product is displayed on two bevelled edge framed mirrors with bonded glass shelves, accompanied by two smoked mirror and high black gloss tiered tables.
On entering the main area of the store, shoes are displayed on a tiered, smoked mirror table with legs in the shape of the iconic Gina shoe motif.
“This is a perfect example of what I call an ‘ownable’ brand, says Caulder. “The table is custom made for this store and is a signature of the store.
You may choose to order these tables if you so like them.” Curved champagne velvet pouffes with bolster backs are positioned behind the table to create a luxury fitting area with a feature full height illuminated mirror as the main focus to the rear wall.
To either side of the feature mirror display boxes are semi-recessed into the champagne coloured suede wall, with mirror drawer units sitting underneath to showcase product. Bags are displayed on the black gloss left hand wall and three bespoke ring-shaped Swarovski chandeliers are suspended from the ceiling.
To the left of the wall where bags are displayed, a full height internally lit leaning mirror is positioned alongside the black gloss ball and chain shimmer screens backing the fascia openings.
On the right hand side of the area an arch in the shape of the iconic Gina shoe motif set into a black, glitter-clad wall inlaid with champagne suede and holding black velvet display pads, leads through to the couture area. A smoked mirror cash desk with silver mirror drawers is positioned just before the arch.
In the couture area, the products are set into a bench underneath, and recessed into, a curved wall clad in full-height snakeskin fabric panels overhung by Tom Dixon ‘Pipe’ pendants.
Black recessed display alcoves lined in champagne create a view in from the Dubai Mall, with further recessed alcoves viewable from the interior only and customers are seated on a champagne velvet chaise longue.
A feature Swarovski chandelier is suspended from the 5.4m high black gloss ceiling. “This whole store is about creating an emotional intelligence with the brand, where the product itself is like a jewel that is displayed with the same care and attention it was created,” says Caulder.
Clearly, in an area where haute brands abound, a concept design such as Gina’s is essential to stand out from the crowd. And this where the Caulder Moore touch has made a difference.
Caulder Moore is a UK based creative agency with twenty years experience in delivering international brand and design solutions with a specific expertise in the premium and luxury sectors.
The agency has a strong reputation in creating unique and ownable solutions for major brands including The White Company, Max Mara, Harvey Nichols, Jo Malone, and Marks and Spencer.
Caulder Moore is extremely active in the Middle East region. Current projects in Lebanon, Qatar and in the UAE span the jewellery, fashion, fragrance, property, restaurant, and hospitality sectors.
By MANISHA KOSHY