Dabbagh Architects, Effa Fashion

Dabbagh Architects designs boutique for Effa Fashion

Dabbagh Architects in Dubai has designed a commercial shop for Effa fashion store at Palm Strip Mall in Jumeirah.

Saudi architect and founder of Dabbagh Architects, Sumaya Dabbagh, said the brief was to provide a modern interior that would reflect the essence of the Effa brand.

The space had to accommodate display rails and shelves for a collection of womens’ ready to wear clothes, abaya’s and accessories.

It also includes changing rooms, a back office and storage space.

Dabbagh used the logo of the store’s brand, a bright fuscia flower icon as her first point of inspiration.

“The flower, symbolising beauty and femininity, became the centre focus for the space, in the form of a custom made carpet as a centre piece,” she said.

“Gold, the brand’s colour depicting rays of sun and symbolising luxury was translated in the form of the vertical fins that form the structure of the display units.

“The rounded arrangement of the display unit in the space reflects the soft, feminine aspect of the brand. The result is a contemporary interior that is faithful to the modern philosophy of Dabbagh Architects as well as the essence of the Effa brand.”

The project took three months to complete. Effa Al Dabbagh, founder and designer of Effa Fashion, said from a retail point of view, it was essential to present the merchandise in the most attractive way to maximize sales.

“Important considerations such as lighting and product placement were carefully studied,” she said.

“The aim in opening my first boutique was to provide an enjoyable shopping experience for customers. It was important for the design of the interior to reflect the Effa style philosophy, and Dabbagh Architects did an excellent job in translating the this architecturally into a retail space.”