Assouline, the first luxury brand on culture, renowned for collectible books on subjects ranging among fashion, design, art, travel, and epicurean arts, is excited to announce the opening of its second worldwide Maison Assouline in Dubai. Housed in the Fashion Avenue section of The Dubai Mall and neighboring boutiques like Dior, Chanel, and Fendi, Maison Assouline’s newest home is one of the world’s most impressive shopping destinations. This luxury culture concept store is designed to create new memories of experiences that go far beyond just books.
To walk through the doors of the newly opened Maison Assouline is to immerse yourself in a full sensory journey, from the intriguing and specially formulated aroma that transports you to a stylish library to the big screens showing classic footage curated by Martine Assouline and the carefully curated playlist. Beyond the glossy books that adorn the grand floor-to-ceiling bookshelves, the Maison promises to bring brands to life. Walking past the books, you begin to realize that the space resembles a retro yet contemporary concept store. Fully equipped with chic vintage rounded vitrines, each filled with one-of-a-kind items, Maison Assouline will be the go-to destination for sophisticated and unique gifts. Monthly pop-up stores will give guests the chance to purchase exclusive items that have been part of Assouline’s most successful titles. Peek closer into the glass and your eyes will be met with unique antique jewelry pieces, collectibles, and sentimental ornaments.
Glancing around this cabinet de curiosités, you will soon realize that each object is carefully placed to tell a story: the two long library tables from the 1900s, sourced from the well-known British Library; made-to-order items like the fabulous head sculptures that rise above the books; or antique divinités. Pieces like a vintage jewelry box from the film Sunset Boulevard or a display of early twentieth-century hand-spun Louis Vuitton and Goyard trunks showcase the best of old glamour and cleverly transport you back in time.
The nucleus of the Maison is the glamorous Swans Bar, a stylish eatery featuring a larger-than-life bar with grand gold mirrored beams, surrounded by perfectly poised stools. Guests will be offered a tasteful food and beverage menu inspired by some of Assouline’s most captivating titles. Diners will appreciate this attention to every detail and will savor the special presentation of their food and drink.
Nestled in the heart of the Maison is a lush private room, where clients are fully immersed in the world of Assouline and feel inspired to discuss private, custom-made books, their dream bookshelves, and realizing their home’s ultimate interiors.
Extending out to a beautiful terrace overlooking the famous Dubai Fountain, the leafy outdoor pergola feels like an elegant Mediterranean haven, housing tables ornamented with flickering candles that lend themselves to the pleasing ambience.
With a mission to create a unique cultural refuge, the international flagship, Maison Assouline on Piccadilly in London, was first introduced in 2014 and was meticulously kitted out to resemble the library of a grand private residence. The unique store features expertly curated bookshelves, as well as an elegant bar that transforms throughout the day to provide clients a wide range of luxury offerings.
Replicating the original concept in the United Arab Emirates, Maison Assouline Dubai will be an oasis for people seeking style, culture, and art de vivre. Prosper and Martine Assouline, the brand’s founders, explained, “We wanted to create a place that embodies the spirit of the brand, and, like our books, tells a story; we wanted to share a place that would be an extension of our private residence. It’s a magical getaway for clients to escape to, a place where knowledge is infinite and where their hunger for it can be beautifully satisfied. The intricate surroundings coupled with the attractive menu will inspire and ensure good moments. It’s intended to be a place where fond memories are born, relationships initiated, and bonds formed.”
Creating moments of inspiration, Maison Assouline looks forward to welcoming you.
