Fendi reopens boutique in the Dubai Mall's Fashion Avenue

What: Fendi is introducing a new store concept to the region through the reopening and expansion of its boutique in the Dubai Mall's Fashion Avenue.

Why it is important: Fendi is introducing fine jewellery through an exclusive launch in its newly expanded Dubai flagship boutique.

The Dubai flagship has gained a second floor and expanded to a total of 7,560 square feet, featuring three VIP rooms on the second floor dedicated to couture and art de la table. The third is dedicated to bejewelled Peekaboo bags. Designed by Fendi's internal architecture department, the store hosts a striking round elevator, made of glass and gold specks. An opulent Yellow Diamond room on the upper level carries a golden display of exotic leather goods and Fendi fur pieces. From this area, visitors can access the three VIP rooms, each defined by a gem, a tailored fragrance and dedicated floral compositions.

As a homage to both the boutique reopening and the 25th anniversary of the Baguette bag, Fendi is launching a silver Baguette with matching Fendi First slingback heels, which are only available at The Dubai Mall.

Fendi has also opened a store in the new wing of the Hamad International Airport in Doha, Qatar, inspired by the brand's headquarters in Rome's Palazzo della Civiltà. There are currently 20 Fendi stores in the Middle East.

Fendi reopens boutique in the Dubai Mall's Fashion Avenue

Fendi reopens boutique in the Dubai Mall's Fashion Avenue ARTICLE