the largely conservative Saudi customer. The highlight of the store and the jewel in
the crown is the ‘Iconic’ area, which sits proudly in the centre of the store as a clean white glowing glass structure radiating light and pulling the customer towards it like a beacon. The Iconic area represents the heart of the brand in which traditional Middle Eastern products are restyled with a contemporary twist, making these pieces desirable as never before. ‘Dark grey was chosen for drama and simplicity; the product was going to be very vibrant so any other palette would have been too much. We also wanted the Iconic area to stand out like a jewel against the darkness,’ explains David Wright, marketing director at Dalziel + Pow. Several materials are used throughout the design. A very simple palette of two shades of matt grey paint, and a grey ceramic floor tile for the main store were chosen. The Iconic area is in glass with translucent printed patterns, and a white sub-frame all illuminated with LED lighting and a white fluorescent Barrasol ceiling feature. The floor is a simple white marble. ‘The service desks have an intense cerise coloured, back-illuminated glass front giving a hint of a corporate colour. We also used translucent fabric screens with filigree patterns printed in subtle shades of the corporate colours,’ explains Wright. The store is built for flexibility with only
the lighting and Iconic areas fixed due to the lighting integration. All the floor fixtures are freestanding and are based on a simple open framed unit in a variety of heights.
‘Dark grey was chosen for drama and simplicity; the product was going to be very vibrant so any other palette would be too much. We also wanted the Iconic area to stand out like a jewel against the darkness,’ explains David Wright, marketing director at Dalziel + Pow.
Contact
Dalziel + Pow 020 7837 7117
www.dalziel-pow.com
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