Fashion meets art at Rubaiyat’s new concept store

Rubaiyat, the well- known luxury brand and departmental store in Saudi Arabia, has recently opened their 2,100 sqm of concept store right at the heart of Middle East, Riyadh.

The one-of-a-kind concept store is designed by London-based design company Virgile+Partners.

According to the design firm, the brief was to create a new women’s fashion boutique concept, radically different from Rubaiyat’s traditional model and as a generic stand-alone destination with strong individuality and characters. “But our approach was to move away from the individual identity of luxury brands to capture a different social and shopping culture with a contemporary twist and without clichés, “ the design firm said in a statement.

Blurring the boundaries between fashion and art, the store is based on the concept of a Gallery of Fashion, inviting customers to perceive a retail environment from a different perspective. Large architectural structures provide exciting visual anchors and large-scale abstract art panels produced by local artists give a new dimensions to the environment.