“1422”  A 40 million dirhams READY COUTURE STORE TO LAUNCH IN dUBAI THIS aPRIL

The Arab Fashion Council changes the retail landscape in The region by launching the world’s first Ready Couture store and Runway venue in City walk supported by MERAAS and UMDASCH

Dubai is set to celebrate the launch of the world’s first Ready Couture store, at City Walk this April. “1422” is a new building dedicated for luxury shopping, custom made fashion and lifestyle experience; and a venue that will become a designer’s acceleration hub – announced today by the Arab Fashion Council (AFC) in partnership with Meraas, a diversified Dubai-based company, and umdasch The Store Makers, a leading multinational Retail Interiors enterprise with their headquarters and roots in Austria.

“1422 stands for the AFC’s slogan, 1 Council for 22 Arab Countries: says Jacob Abrian the founder and CEO of the AFC. We are proud to shine the spotlight on the regions strength in setting up new landmarks, terms and concepts for the world to follow. 1422 is a DUBAI grown initiative which confirms the unprecedented business opportunities that Dubai offers to investors”.

1422 is a tribute to the life of the Arab Women that are globally known for their sophisticated elegance, knowledge and admiration for luxury living, uniqueness, exclusivity and taste. The story is reflected in the interior Architecture of the space. It enables guests to live a journey through its impressive artistic walls of Dubai designed on its façade.

“1422 is our gift to every woman. Customers will discover not only couture evening gowns, ready-to-wear, design, selected art, accessories, cosmetics, niche perfume and high-tech gadgets but also the tailor-made recipes at the world’s first Sayidaty Cafe and selected books at the Maison Assouline Library. Thanks to its design and tech incorporation the space transforms itself into a stage to host a full-fledged fashion week to showcase designers coming from across the globe. 1422 will also become the official stage for the Arab Fashion Week where the client can shop directly from the runway which validated the efficiency of See Now; Buy Now”.

The 40 Million Dirhams project will also be the Arab Fashion Council’s headquarters which will be open to designers in order to support them in achieving their business goals aiming to accelerating their growth and boosting the creative economy.

Sally Yacoub, Chief Malls Officer at Meraas says: “We are proud to be hosting this impressive Ready Couture store which highlights City Walk’s importance as a destination to both the local community and the international market”.

1422 will be inaugurated on the 24th of April 2019 during the opening of the 8th edition of the Arab Fashion Week.

“umdasch is delighted to be part of this international project and to join efforts with the Arab Fashion Council and Meraas in redefining the luxury retail landscape in the region by sharing our experience from more than 30 years of delivering projects in the Middle East and the ambition to make successful stores.” says Patrick Fallman, General Manager, Umdasch.

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