Dolce&Gabbana Brand
Dolce&Gabbana Unveils Its New Brand Center In The Vibrant Heart Of Diriyah
Luxferity, 13.12.2024
Dolce&Gabbana's new Brand Center in Diriyah in Saudi Arabia
Dolce&Gabbana unveils its new brand center in the vibrant heart of Diriyah, the birthplace of the Kingdom of Saudi Arabia. Part of the Diriyah project developed by Diriyah Company, the impressive space merges Italian elegance with the Najdi architectural heritage of nearby At-Turaif, a UNESCO World Heritage Site, reinforcing Diriyah’s ambitions to shape the future of retail and offer world-class luxury experiences.
To mark the boutique’s opening at Bujairi Terrace in Diriyah, Dolce&Gabbana held an exclusive private fashion show featuring an Exclusive Collection especially designed for the occasion.
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Designed by Carbondale studio under the guidance of Eric Carlson, the new 1,500-square-meter multifunctional space - among the brand’s largest globally - serves as an architectural dialogue where Dolce&Gabbana’s design codes seamlessly blend with Saudi culture. Traditional desert dwellings are reimagined through the brand’s aesthetic, resulting in a central space inspired by the structure of tents, where sunlight filters in softly and naturally.
At the heart of the new brand center lies the DG Caffè, offering a diversified experience that celebrates the shared conviviality inherent in both Italian and Saudi cultures. Drawing inspiration from Italy’s culinary tradition, the café features a carefully curated menu tailored to local tastes. The surrounding area is defined by an elegant interplay of light and shadow, enhancing the visitor experience and evoking a sense of discovery as one transitions from the ethereal light of the café to the more intimate and mysterious retail spaces.
Deep Black Saturne Tote Bag
Refined style and timeless elegance characterize the boutique’s layout. Spread across dedicated sections, all Dolce&Gabbana collections - from Clothing and Accessories to Fine Jewelry & Watches, Beauty, Dolce&Gabbana Casa home décor, and Lifestyle partnerships - are showcased on bespoke displays framed by a dynamic ceiling system that amplifies the sense of space. The Bujairi Terrace boutique also includes an exclusive Abaya section, highlighting the brand’s commitment to respecting and celebrating local cultural traditions.
Materials and artisanal craftsmanship play a central role: golden mosaics, polished metals, Murano glass, and eucalyptus wood furniture upholstered in black velvet are juxtaposed with fine materials such as marble and limestone, creating a tactile richness that reflects both Italian and Saudi artisanal traditions.
Pendant Jewel “L’Origine Du Monde”
“The opening of the Dolce&Gabbana brand center stands as a testament to Diriyah Company’s commitment to creating a global gathering place with world-class offerings,” said Jerry Inzerillo, CEO of Diriyah Company. “This boutique, the brand’s first in the Kingdom and inspired by Najdi heritage, reaffirms Diriyah - ‘The City of Earth’ - as a premier destination for luxury shoppers. This launch marks the beginning of a valuable partnership between Dolce&Gabbana and Diriyah. We invite other luxury brands to join us on this journey to offer unprecedented experiences for all.”
“We are extremely proud to inaugurate our first brand center in Diriyah, a unique crossroads of tradition and modernity,” said Alfonso Dolce, CEO of Dolce&Gabbana. “This project is not only a tribute to Saudi Arabia’s rich cultural heritage but also a strategic step in strengthening Dolce&Gabbana’s presence in a key and rapidly growing market, thanks to a valuable partner like Diriyah Company. With 1,500 square meters of space dedicated to fashion and lifestyle, this new center symbolizes our vision of an enhanced retail experience. Diriyah is the perfect setting for an initiative of this scale, blending Italian elegance with local cultural heritage to create a global benchmark for our industry.”
Move Noa Full Pavé Bangle - Yellow Gold Diamond
Since its opening, Bujairi Terrace and the UNESCO World Heritage Site of At-Turaif have welcomed over two million visitors, with tourists and locals alike drawn to world-class cultural, dining and retail experiences in a historic setting.
Silver Star Cuff Bracelet
Diriyah, “The City of Earth,” is a city within a city, poised to become a transformative live-work-play destination for over 100,000 residents. Currently undergoing a transformation by Diriyah Company, the city is expected to attract 50 million annual visits by 2030. With its exceptional mix of residential, retail, hospitality, and cultural offerings, Diriyah is set to establish a new benchmark for future luxury retail and lifestyle developments. The project’s plan includes over 1,000 retail outlets, incorporating traditional concepts and designs, with retail and F&B offerings spanning over 566,000 square meters.
