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L’Couture Boutique now open in Dubai
The new L’Couture store is based on the Al Wasl Road. Designed by our creative director and owner Emma Stinson. The new L’Couture Boutique Dubai store is easily one of our best retail interior design projects.
The L’Couture Boutique was one of our first retail interior design projects post pandemic. As such it gave us the chance to really make a statement. As well as to put our theories as retail interior design specialists to the test.
In order for retail to survive post pandemic. In a world where e-commerce has boomed. Retail interior designers and brands need to change the narrative or to create concepts that help to offer things that e-commerce can’t. That’s why with L’Couture we wanted to create a truly experiential store.
Ironically enough L’Couture began life as a digitally native vertical brand. This new L’Couture retail store on Al Wasl Road is their first bricks and mortar outlet.
About the brand:
L’Couture is a luxury activewear brand designed in Dubai focused on creating a community and empowering women to embrace a brighter, healthier, and more fulfilled lifestyle. Founded in 2019 by entrepreneur and fitness enthusiast, Lyndsay Doran. L’Couture is a product of both form and function, taking the pursuit of an active lifestyle from the gym to streets and beyond.
Guided by our design ethos to create beautifully constructed products with a nod to current trends. L’Couture aims to be at the forefront of effortless style, always presenting the consumer with an array of colors and fluid silhouettes. That are brought to life by high-quality fabrics and detailing.
L’Couture is deeply inspired by the strength, confidence, and drive of women, powered by an all-female team in Dubai. Our core principle is rooted in the opportunity to uplift and through our product, provide women with the opportunity to own their individuality, take control and be the best versions of themselves.
L'Couture Boutique Interior Design:
Emma Stinson: I loved this project from the moment we first met the L’Couture team. I’ve always been a fan of the brand in terms of their product. Their values as well as their advertising. Moat of all for being a truly inclusive brand in the female fashion space. It’s something I really admired.
After meeting the ladies at the helm, I knew this project was going to be amazing. I love working with clients who are strong, bold and who have a real idea of what they want. As they go out and get it, with a little help from us along the way. With the L’Couture team, this is exactly what we got.
Taking inspiration from the team, as well as the product and the overall brand. We wanted to create a design that celebrated strength. That celebrated conviction, bad-assery amongst woman, but still retained a charming femininity about it. This is where we decided to use materials that really encapsulates this. Materials such as the gorgeous terrazzo finish, it’s such a strong, robust material but finished the way it is in this store, it has a really chic and feminine vibe to it.
When you mix this with the brass fittings, again a gorgeously strong yet visually soft material, you start to get this sense of duality, a sense that I feel the brand really embodies in it’s messaging and tone.
Framing the products:
L’Couture have created some beautiful pieces, that are really robust and can take on any of the days challenges without stretching or pleating or threading. They also create this beautiful silhouette around the female form. This is something that I wanted to really translate into the design. The L’Couture woman can take on anything and still look amazing doing it!
Added to that, with the teams spirit and personality, we also wanted to have a lot of fun with the project too. It’s a cool brand, a trendsetter and it’s born here, so with this flagship store we wanted it to be a place that really captures the brands spirit and foundations too. Hence the more playful touches such as the neon artworks, the beautiful flower feature wall and of course the overall palette. The trees are a subtle nod to the brands growth throughout the years. It’s there to remind them of their journey and how far they have come. And what they have given life to.
L’Couture is a brand for every woman, this inclusivity is what sets it apart from others in the market, it’s for fierce fighters and for those who love to feel and look great and those who want to celebrate their femininity, and this is what I love about it, and why I also loved the use of the flowers.
A thousand lbs of flowers still weighs as much as a thousand lbs of bricks. This is a saying that I have in my head when I think of the L’Couture team and the brand.
Experiential Interior Design
Perhaps one of the most experiential elements of this design is the inclusion of an “Active Room” we wanted to use the space available to us to create a “testing room” so we created our own yoga Studio. This allows the brand to test new drops and to have open days with their best clients, as well as a full beauty studio. This whole space doubles up for testing out the clothes. As well as allowing the in house social media and marketing team to have their own studio on hand. Which is something that’s so important for a brand that’s moving as fast as L’Couture is.
The store has it’s own unique vibe. Like nothing we’ve seen within the retail boutique interior design space in Dubai before. There’s a smell, a sound, textures everywhere but this real beautiful calming and relaxed atmosphere that makes shopping at L’Couture a whole new experience. That’s exactly what we wanted to achieve. We absolutely love it. Aside from the interior design we also rebranded the L’Couture Boutique Dubai.
