DUBAI — Nestled between Dior, Chanel and Fendi in the Fashion Avenue section of the Dubai Mall is the new Maison Assouline, a curated concept store resembling the library of a grand private residence. The boutique, which opened this week, offers a range of beautiful books, including special-edition sets, gift items like antique jewelry pieces, perfumed candles, unique library accessories, as well as one-of-a-kind pieces of vintage furniture.
Prosper and Martine Assouline, the brand’s founders, are invested in bringing brands and culture to life by creating what they describe as an “oasis for people seeking style, culture and the art of living.” This is the second Maison Assouline, following the flagship which opened in London in 2014.
“Dubai became an iconic shopping destination for a huge region in search of novelty and the Dubai Mall is one of the most beautiful, luxurious and attractive malls of the world. If you want to exist as a brand, you have to have a presence there. It’s a must,” said Martine Assouline, adding that this is the company’s first culture concept store in the world.
The library includes grand floor-to-ceiling bookshelves and large screens showing classic footage chosen by Martine Assouline and a carefully curated playlist. At the center of the Maison is an eatery, Swans Bar, which offers a food and beverage menu inspired by some of Assouline’s most popular titles. There is also a lush private room where clients can be fully immersed in the world of Assouline to discuss anything from custom-made books to interiors.
The Maison will also host monthly pop-up shops giving guests the chance to purchase exclusive items that have been part of Assouline’s most successful titles.
“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,” Assouline said. “It’s intended to be a place where fond memories are born, relationships initiated and bonds formed.”