THAT Concept Store launches Assouline’s experiential space 

Renowned luxury publisher Assouline opens a new branded corner in THAT Concept Store

THAT Concept Store is proud to announce the addition of luxury publisher Assouline, at their three-level multi-brand store within Mall of the Emirates. The iconic French brand will return to Dubai with a shop-in-shop experiential space, and an immersive 60m2 corner located on the second floor of THAT Concept Store.

“We are proud to welcome Assouline to THAT Concept Store with a dedicated shop-in-shop experiential retail corner. We invite all our customers to be inspired when they enter THAT Concept Store as we continuously evolve its lifestyle section through the development of diversified product categories that deliver a unique customer experience. The Assouline corner is a natural next step in our retail partnership that will elevate our homeware and lifestyle section to the next level of original and invigorated living.” – Fahed Ghanim, Chief Executive Officer, Majid Al Futtaim Lifestyle

Guests will be able to discover Assouline’s eclectic table-tome design, representative of the brand’s identity, featuring the signature red walls as well as two notable dark oak tables displaying Assouline’s iconic Travel Series.

Customers will also be able to appreciate a wall of bookshelves displaying the brand’s highly praised and intricately handcrafted Ultimate Collection titles, including Assouline’s famous Impossible Collection while lounging in a cozy seating area of mid-century modern furniture. A one-of-a-kind curved wall will also feature the Legends and Iconic Collections through a selection of the best design, art, fashion, and travel books.

Visitors can explore Assouline’s unique objects and library of accessories such as assorted bookstands, stationery sets, and the brand’s iconic decorative sheep. These emblematic pieces emphasize the distinct energy that characterizes all of Assouline locations around the world.

We’re absolutely thrilled to be part of THAT Concept Store Dubai and to be back in such a dynamic city. The exclusive shop is a one-of-a-kind lifestyle destination with an eclectic mix of designers and brands, and amazing experiences, making it the perfect fit for Assouline!” – Alex Assouline, Chief of Operations, Brand & Strategy

Internationally, Assouline’s corners and boutiques provide memorable experiences, which will again be offered in Dubai, a city that in itself is unforgettable.

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