THE KAPE takes a unique approach to the modest wear scene, especially the abaya, a subtle but culturally significant garment.
With a boutique opening at The Dubai Mall, THE KAPE found itself needing a team of designers for an interior as adventurous and experimental as its garments.
Founder Hanadi al Hawi approached SUPERFUTUREDESIGN* with a proposal to create a stimulating and engaging design for the store.
Like other projects that the SFD* team has worked on, the core focus of this project was the client’s products and their message. Consecutive meetings allowed the team to better understand the project at hand and the client’s expectations, so they could be channelled into the store's interior design.
Despite having only launched last year, THE KAPE brand is gaining popularity for its distinct take on women’s fashion in the Middle East. The challenge here for the SFD* team was to align the store’s design with that of its collection, where edgy and experimental motifs sets them apart from other brands in the niche.
Taking into consideration aspects of design like lighting, textures, colour palettes, perspectives, and moods, there was a lot to unpack, but this was by no means SFD*’s first venture involving The Dubai Mall Fashion District.
After putting the project together piece by piece, SFD* was able to think over every aspect of the interior design.
THE KAPE’s boutique now perfectly embodied the message of the products and garment design, exclusively epitomising the modern minimalistic design that SFD* sought to achieve.
The New Extension of Fashion Avenue and SFD’s Influence
Along with their work on THE KAPE, the SFD* team was also working on extensions of the Fashion Avenue in The Dubai Mall. Having added THE KAPE to their portfolio, SFD*’s spatial design serves as a backdrop for luxury brands throughout the region.
As one of the biggest and most profitable shopping centres in the world, The Dubai Mall’s Fashion Avenue would become the canvas for the firm’s magnum opus. Thousands of people visit the massive mall daily, so the SFD* designers had to make something instantly recognisable and memorable.
Since the design would always remain constant, they envisioned a timeless spectacle that would enchant the audience every time.
The Incredible Lighting of THE KAPE
When it comes to boutiques, lighting plays a vital role in the perception that people have of the garments. Seeing how THE KAPE was a startup destined for greatness, SFD* was determined to embed its philosophy and concept in every facet of the boutique with the incredible personality of the garments that they sell.
THE KAPE was a unique endeavour, as the perfect balance between ambient light and accent light was essential to the mood of the boutique. As the right blend would help attract more customers, the design team considered it as a major element when designing the boutique. However, the lighting shouldn’t take away from the real star of the show, the garments.
So in order to make the lights in the boutique more of a supporting character than the protagonist, they placed all of the lights in a long white cover, allowing the lights to disappear into the ceiling, giving vivid lighting without any obvious fixtures.
While the ambient light was certainly subtle, the accent lighting was bold and shined right onto the garments. This particular lighting atmosphere catered well to the incredible lighting of The Dubai Mall that managed to creep into the boutique.
A lot of thought was also put into the temperature of the lights and emittance, in order to get the right result.
With its line of fashionable abayas, SFD* knew just how necessary high CRI lights were to showcase the material, colours, and textures. Without saturating the colours exponentially, the higher CRI bulbs brought them to life and give them a more accurate depiction.
Since there are no loud patterns at THE KAPE, the details lied in fine-tuning and balancing the colours properly so they weren't overexposed or oversaturated. Good lighting that accentuates the right element is fundamental, designers said.
The entrance strives for a very feminine feel right from the outset. This was achieved with the help of a ceiling lamp made out of transparent grooved glass casting a silver accent upon entrance.
A mesmerising glass front panel that gave the boutique a more spacious feel. But since there was no place for proper lighting around the edges, SFD* used floor lamps to perfectly accent the mannequins.
Good fitting room lighting makes for the optimal customer experience, especially for a high fashion brand.
Custom mirrors inside the fitting rooms give clients the ideal reflection, thanks to the red and metal walls surrounding them.
As high profile women and fashionistas choose to wear THE KAPE, Emirati designer and founder Hanadi Al Hawi truly has a store that is a striking as the garments within it, representing a shining labour of love from all the creatives involved.