DOHA: The management of 51 East, the luxury retail division of the Darwish Holding, recently signed a contract with Gulf Contracting to build their new flagship store at the Lagoona Mall, which will open in the last quarter of this year.
Bader Abdullah Al Darwish, chairman of the Darwish Holdings and 51 East, said during the signing ceremony that the design of their new store is "outstanding but will definitely have a Qatari flavour."
MZ & Partners are assigned the Engineering Consultancy for the project execution. Lagoona Mall is located beneath the iconic Zig Zag towers which have become a predominate figure in the Doha skyline. When completed, the store will encompass a vast range of themed luxury brands and services to meet the growing demand, for high-end luxury retail goods, and a holistic shopping experience.
The contractual agreement allows Gulf Contracting to begin constructing the new store. Located in West Bay, at the South end of the Lagoona Mall, the upcoming 51 East location will be the largest department store of its kind in Qatar and the Region.
The project is about 12,000 square meters, and is composed of two floors that contain a wide spectrum of spaces, each with its own distinct layout and design elements.
The interior concept is designed by the world-famous firm Callison- RYA from Dallas -USA .Callison-RYA is the appointed interior designer for Premium Global Retail stores such as : Neiman Markus, Bloomingdale's, Watches of Switzerland to name only a few. For 51 East they have produced a signature design blending local classic culture with sharp contemporary elements creating an eclectic shopping environment.
"The designers came to Qatar and visited all the iconic, historic and traditional locations here, like the Zubara Fort, Souq Waqif, the new Museum of Islamic Art, among others, to get a feel of the place and incorporate it in their design," said Al Darwish.
John Kennedy, General Manager of Gulf Contracting, said during the signing ceremony that "Gulf Contracting is pleased to be working with this iconic figure in the retail industry, and will help to facilitate the project's completion in late September through our teamwork and efficiency."
51 East's Lagoona location is designed in 24 open concept sections that will house some of the world's most renowned brands, and occupies 25 percent of the Lagoona's retail space.
The store will as well act as a type of gallery featuring exquisite artworks throughout the space. Accentuating these artistic elements will be an exclusive custom-made hanging sculpture created by Doner Studio in New York.
Equipped with its own VIP entrance and valet parking service the new store will be the only one offering such amenities to its valued clientele at the Lagoona location. The new store will incorporate as well a two floor Technology department featuring the latest innovations from Sony, Bose, Apple, Yamaha brands to name only a few. Both Technology floors are connected with a glass panoramic lift that will provide customers with a view of the stores' impressive interior layout.
Linked to the store will be an independent Rolex boutique that will add an extra element of luxury. In addition, there will be Shop-in-Shops, Personalized corners and Multi-brand zones for internationally renowned brands of men's, women's and children's wear, home accessories, and strikingly designed jewelry and timepieces. To accommodate customers with privacy, lavish VIP lounges for women and men are elaborately located next to women's and men's fashion departments.
The store also includes a children's playground making the location a perfect place to bring the whole family. Accentuating these elements is an evening and bridal wear, cosmetics and make-up studios for personalized service. Located at the stores center is a circular coffee shop run by renowned Fauchon, that will provide a relaxing environment to enjoy a vast selection of quality teas, coffees, sandwiches, pastries and beverages.
The store will also offer concierge services, professional gift wrapping and personalized jewelry engraving.
"The Lagoona store embodies the expansion of our vision of offering first class services and locations within the local community. We continually strive to offer the best shopping experience possible, while adhering to luxury standards and offering a glimpse of unique, contemporary styles from around world. We are committed to sculpting the local retail landscape though our expansions and desire to obtain excellence," said Al Darwish.
By Joyce C. Abano
© The Peninsula 2010
