Visionnaire launches a new store in Dubai at 908 Jumeirah Beach Road. The new flagship store, which occupies a villa in a high-profile residential compound, has a total surface area of almost 800sqm on two-storeys, complemented by a roof garden in one of the most sought-after locations on Jumeirah First beachfront.

“In a meeting of cultures with such an important purpose as redesigning a better future, Dubai Expo 2020 seemed to us the best context to celebrate the opening of our store” says Eleonore Cavalli, co-founder and art director of the brand “Visionnaire Dubai is a special space where you feel welcomed just like in a home. Thanks to the proximity to the sea and the large open space that the building is equipped with, it is possible to enjoy indoor and outdoor settings in perfect harmony and continuity. In dialogue with some brand’s bestsellers, the store showcases the very latest new collection, unveiled simultaneously in all Visionnaire’s flagship stores worldwide Milan, London, Miami, Los Angeles and Hong Kong”.

The villa’s various rooms are arranged around a central hall that serves as the starting point for the pathway that takes visitors through the store. One of the main living areas features the new Babylon Rack sofa, designed by Alessandro La Spada as an evolution of the iconic Babylon model. This product was conceived as a modular mini-architecture, featuring a number of functional elements developed for study, work and leisure.

The 2021 newcomers are perfectly complementary to the brand’s iconic pieces, such as the dining tables Kerwan, designed by Alessandro La Spada and Raidho designed by Steve Leung, featuring exclusive craftsmanship and a range of fine marble tops. The versatile new Caprice capsule collection, designed by m2atelier for interior and outdoor use, is showcased in the store’s outdoor areas that accompany visitors to the entrance of the Embassy. This space features the Ilario sofa and the Siesta sunbed, with its hallmark curves and rounded profiles. The shopping experience continues on the upper storey, that visitors reach by a stunning helical staircase, enhanced by the presence of a Pavone armchair showcased under the curved stairs. The second storey is home to a variety of solutions for the bedroom, including the Emotion bed by La Conca, the Beloved and C  Foscari beds designed by Alessandro La Spada.

“With this significant direct investment in Dubai – concludes Leopoldo Cavalli, co-founder and CEO – Visionnaire comes closer to its Middle Eastern clientele, for a simpler and more immediate purchasing experience”. This stunning, high-profile direct property branch, just a stone’s throw from the Four Seasons, Mandarin Oriental and Bulgari hotels, will attend directly to the development of the Middle Eastern, African and Indian markets with its staff of architects, interior designers and sales managers. This opening is also an important milestone for Visionnaire, as the Dubai company was established without the need for a local partner, but as a direct investment in wholly Italian capital. It is one of the very first 100% Italian companies in the United Arab Emirates, undoubtedly the first in the home furniture sector, since only a few weeks ago the Emirate liberalised the establishment of companies in Mainland.

This operation was managed under the brilliant consultancy of John Shehata, a PWC TLS partner. This new challenge, which we decided to accept despite the countless uncertainties facing the global market, is a reaction to the protracted pandemic that has generated changes in consumption and travel habits”. On November 23rd for the official opening of Visionnaire Dubai, a press conference was held in the morning and an exclusive cocktail party in the evening, Under the auspices of the Embassy of Italy in the United Arab Emirates, with the participation of customers, professionals and prestigious partners from the most exclusive sectors: Rolls Royce Dubai for the automotive industry, Vacheron Constantin for high watchmaking, Omniyat one of the most visionary real-estate development and service groups in the Gulf Region, Jetex for global private aviation, Gulf Craft leading shipyards and manufacturers of the Luxury Yachts and  ınar for the artisan production of carpets.