Middle East's largest luxury multi-brand store, Fifty One East Lagoona, opens in Qatar

A dazzling opening ceremony was held under the patronage of HE Abdullah Bin Hamad Al-Attiya, Deputy Prime Minister and Chief of Amiri Diwan with the presence of a host of high-profile government, business, media, the world's top designers and showbiz personalities
Fifty One East spans over 13,500 square meters of space and is an upscale home to a plethora of the most exquisite fashion, cosmetics, jewelry and technology brands
Fifty One East at Lagoona, Qatar's newest lifestyle and retail destination is home to some of the world's finest brands
Fifty One East has been named Best Retail Project for 2011 by Arabian Business

Doha, 20 November 2011: The State of Qatar welcomed today the Middle East's largest luxury multi-brand store, as Fifty One East in Lagoona Mall West Bay, opened its doors. The Grand Opening of the country's latest lifestyle extravaganza was held under the patronage of HE Abdullah Bin Hamad Al-Attiya, Deputy Prime Minister and Chief of Amiri Diwan in the presence of a host of high-profile government, business, and media, as well as the world's top designers and showbiz personalities.

An A-list of prominent government and business leaders as well as well known celebrities made the list of invitees. They included renowned Lebanese singers, Najwa Karam and Maya Diab , Kuwaiti singer and composer Abdullah Al Roweished,famous Kuwaiti actress Souad Al Abdullah, globally recognized Armenian Lebanese composer, musician and pianist and Yamaha Ambassador Guy Manoukian with Gibson Guitar star Janson Press, Qatari Artists the likes of

Composer and Musician Abdulaziz Al Haidous, Musician and Composer Abdulaziz Nasser, Head of the Qatar Arts Centre, Dean Abdullah Mirza and distinguished artist Ali Abdul Sattar, Lebanese TV host, Tony Khalife, Fifty One East's interior design mastermind, Mike Wilkins and President of the International League of Conservation Photographers and Sony Artisan of Imagery, Lady Cristina Goettsh Mittermieier.

The event also welcomed senior officials representing Fifty One East partners and existing tenants in addition to owners, Managing Directors and Senior Vice-Presidents such as Maria Luisa Poumaillou, Owner of maria Luisa Paris, Stefano Moreschi, Owner of Moreschi, Alessandro Braga Owner of Armand Nicolet, Pasquale bruni, Owner and Creator of Pasquale Bruni jewelry, Julien Guachimon, Chanel - Middle East Directing Manager, Thierry Houssin, Managing Director of L'Oreal, Yann Du Pasquier, Rolex Commercial Director, Arnaud Hestin, Senior Vice-President of Boucheron, Osamu Miura, Managing Director of Sony Gulf and Pierfranscesco Fineschi, Regional Manager of Ferragamo Perfumes in Europe and Asia. The list extended to include other officials and representative of various other brands the likes of Chanel's top makeup artist Dominique Papadopolos, L'Oreal, Sony, Yamaha, Rolex, Kiton and much more.

The opening ceremony featured a catwalk show of dazzling creations from Hollywood Star Dressers the likes of George Chakra, George Hobeika, Tony Ward, Abed Mahfouz and Rabih Kayrouz.

Fifty One East has been recently named Best Retail Project of the Year by Arabian Business magazine. A retail brand built from a Qatari family heritage for close on 80 years, Fifty One East delivers their clientele an exceptional offering that defines true luxury.

Mr. Bader Abdullah Al Darwish, Chairman of Darwish Holding said: "We are extremely proud to see the fruits of 5-years' hard work coming to life as one of the most significant milestones of the retail industry around the region. Fifty One East is a home-grown brand which has developed to become one of the most recognized brand names in the Middle East and this particular launch will surely raise the bar in the market. Fifty One East is undoubtedly an unparalleled lifestyle and retail experience which will appeal to the finest clientele of the Arab world."

Fifty One East at Lagoona will be the main anchor store of the Lagoona Mall and a world-class retail destination as the largest multi-brand superstore in the Middle East. Fifty One East presents its guests with a refined shopping ambience and approximately 13,500 square meters of retail concepts that are aligned with the lifestyle of Doha's savviest shoppers. Fifty One East at Lagoona is the first retail superstore to feature exclusive Rolex and Boucheron Boutiques and to offer signature spa treatments, valet parking, VIP entrance, evening and bridal-wear and a host of exclusive and unparalleled services.

Fifty One East merges the rich Qatari tradition of sophisticated taste with flawless services and provides exclusive designer collections including some of the most sought after timepieces, unique jewelry, fragrances, beauty and premium technology from Rolex, Boucheron, Chanel, Givenchy, Brioni, Moreschi, Nina Ricci, Abed Mahfouz, Sony, Bose, Yamaha and much more.

For almost eight decades, the Darwish legacy has pioneered the concept of the high-end department store in Qatar and has offered a collection of the world's most coveted names in retail.

Fifty One East is the longest-standing retail chain in Qatar and the most exclusive address for a style-savvy population seeking the best life-enhancing elements. Driven by unfaltering customer loyalty, immeasurable retail know-how and a diligent belief in its commitment towards providing its community with nothing short of the most premium indulgences, Fifty One East brings the epitome of modernity fused with the essence of the Orient.

A homegrown brand representing Qatar's coordinates on the global map, Fifty One East combines the great heritage of the East with the best of the West. It is synonymous with ultra-luxury, sophistication, class and premium shopping. Considered as Qatar's most luxurious retail chain, Fifty One East is home to some of the world's finest brands touching every aspect of its clients' lifestyles providing style aficionados with sheer inspirational fulfillment.

Lagoona is a Darwish Malls development and Qatar's newest retail and lifestyle destination. Spanning 128,000 square meters of space that breathes luxury, affluence and style, Lagoona is a retail experience beyond the ordinary taking the elements of life as its muse and paying homage to light, space, air and touch to create a sense of openness and wonder that is rare for shopping destinations.

Strategically located at the gateway to Lusail city, Lagoona will be home to over 160 imaginatively decked-out outlets that exude comfort and warmth in addition to 18 restaurants with international cuisines dotting a breathtaking 22,000 square meters European-style Piazza. Lagoona will also feature spacious parking lots in the basement and surrounding the mall.

Fifty One East represents what is considered in the heart of many as the Home to the world's best and the country's firsts. Its brand line includes.

-Ends-

About the brand name
As the sun rises, the world looks towards the east. As the earth turns, each new dawn brings light, life, and new opportunities. And so comes Fifty One East - a name chosen to reflect the geographic location of Qatar's pioneering retail brand whilst honoring its Qatari legacy.

Situated at 51 degrees longitude, Doha is a mélange of styles and cultures. And from Kahraba Street in downtown Doha to the Lagoona Mall in the up market West Bay neighborhood, Fifty

One East presents a fusion of exclusive luxury, extraordinary beauty and charming hospitality that epitomizes the very best of style in the region.

List of invitees who attended the Fifty One East Grand Opening

International and local guests including:

Qatari Ministers

Najwa Karam (Renowned Lebanese singer with the first 3D Video Clip in the Middle East. Powered by Sony 3D Technology)

Abdallah Rwaished, famous Kuwaiti singer and composer

Soaud El Abdallah (Famous Kuwaiti actress

Maya Diab (TV commercial & print advertising shoot for the new Sony NEX cameras

Guy Manoukian (Yamaha Ambassador): A famous Armenian/Lebanese Composer, musician and pianist.

Tony Khalifeh (Famous TV Host and Media personality in the Arab world)

Christina Mittermeier (National Geographic Photographer associated with Sony)

Qatari Artists: Composer and Musician Abdulaziz Al Haidous, Musician and Composer Abdulaziz Nasser, Head of the Qatar Arts Centre, Dean Abdullah Mirza and distinguished artist Ali Abdul Sattar

Pierfranscesco Fineschi: Ferragamo Perfumes-Regional Manager of Europe & Asia

Julien Gauchimon: Chanel-Middle East Directing Manager

Thierry Houssin: Managing Director of L'Oreal

Toshihiro Yamamoto: Yamaha Music Gulf Managing Director

Osamu Miura: Managing Director of Sony Gulf

CEO Vodafone Qatar: Richard Daly

Yann Du Pasquier: Rolex Commercial Director

Arnaud Jestin: Senior VP Boucheron

Pasquale Bruni: Creator and Owner of the jewelry brand along with senior officials of his company.

Alessandro Braga: Owner of Armand Nicolet

Daniel Zimmermann: Sales Director of H. Moser & Cie.

Michele Oka Doner: American Artist /Designer Senior officials and C-Level executives from the corporate scene

Local renowned football star players

From the Fashion world:

Hollywood Star Dressers: George Chakra, George Hobeika, Tony Ward, Abed Mahfouz,

Jocelyne Abdel Malak: Partner at Georges Chakra

Stefano Moreschi: Owner of Moreschi

Amit Goyal Director of Bally

Antonio De Matteis: Owners of Kiton

Maria Luisa Poumaillou: Owner of Maria Luisa Paris

Andrea Coscenza: President of Zagliani

David Jihan: President of Herve Leger

Phillipe Hallani: Director of Herve Leger

Sandra Jaffal: Owner of Sandra J

Stanislas Maryshev: Director of Paco Rabanne

Portfolio of Brands at Fifty One East

Timepieces & Jewelry:

Rolex, Boucheron, Tudor, Armand Nicolet , Faberge, Zeno- Basel Watches, H. Moser & Cie, Guy Laroche, Pasquale Bruni, Victor Mayer, Diamanti, Joelli, Feraud, Trisi Jewelry, Cacharel, Crislu, Nina Ricci, Amore & Baci, Parker, Waterman and more

Men's Fashion:

Brioni, Kiton, Barrett, Smalto, Cerruti 1881, Calvin Klein, Fabio Inghirami, Bally, Fratelli Rossetti, Moreschi, Etiqueta Negra, Henry Cottons, Sartorio Napoli, Us Polo, Vanlaack, Lanvin, Bikkemberg, Harrys of London, Gentelman Farmer and more

Ladies Fashion:

Andrew GN, Azzaro, Giambattista Valli, Jason WU, Leonard, Nina Ricci, Georges Hobeika, George Chakra, Tony Ward, Reem Acra, Abed Mahfouz, Diane Von Furstenberg, Michael Kors, Rochas, Theory, Victor & Rolf, Bally, Casadei, Le Silla, Pedro Garcia, Vicini, J Mendel, Marchesa, Nancy Gonzales, Zagliani, Bruno Magli, Moreschi, Stuart Weitzman, Baldinini and more

Cosmetics & Frangrances:

Technology:

For further information, please contact:
Hala Kassab
Kamal Nasrallah
Asda'a Burson-Marsteller
T: +974 4 4351 113
F: +974 4 4351 511
E-mail : h.kassab@asdaa.com
k.nasrallah@asdaa.com

George Razzouk
Group Advertising Manager
Darwish Holding
T: +974 4 425 7777
F: +974 4 431 4700
E-mail: grazzouk@darwishholding.com

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