Azza Fahmy unveils a new store concept in Riyadh

Azza Fahmy, known for redefining traditions, is expanding its global presence with the opening of their latest boutique in Riyadh. This new space embodies the brand’s rich cultural heritage, developed in collaboration with Universal Design Studio, and offers an immersive design experience that tells the story of the Fahmy family.

Drawing on deep-rooted connections to Egyptian culture and history, the boutique seamlessly blends traditional elements with modern craftsmanship. The design features rich textures, symbolic motifs, and a colour palette that pays homage to the brand’s Egyptian roots. Inspired by the tombs of queens and pharaohs, this palette showcases royal hues of blue and purple, complemented by earthy tones and gold accents. Much like the Tomb of Queen Nefertari, it fosters a warm, intimate atmosphere while illuminating the jewellery with contrasting blue lights that highlight the intricacies of each piece.

At the boutique’s entrance, a brass curtain features geometric motifs inspired by Mamluk art and architecture. With intricate circular medallions linked by star-shaped ornaments, the curtain captures the essence of Mamluk design while introducing a soft, lace-like effect. The delicate details allow it to blend seamlessly with the boutique’s exterior, adding a unique charm without being overly avant-garde. This meticulous craftsmanship serves as both an artistic statement and a reflection of cultural symbolism, setting the tone for a space that balances tradition with contemporary design principles.

Stepping inside, guests are immediately charmed by the noteworthy and intricate flooring. Designed by Marmonil, the flooring features elaborate patterns that were inspired by the ceiling design of Nefersekheru’s tomb in Luxor. With a modern twist, the vibrant woven patterns invite visitors into the space. Shaped like diamonds, these patterns pay homage to the jewellery store, subtly reflecting the elegance and precision of its craft.

One of the most notable features is the stunning chandelier, designed by Randa Fahmy. Inspired by the lotus and papyrus, Ancient Egypt’s symbols of rebirth, this piece incorporates brass and glass to form a stunning bouquet-like structure. Complementing the chandelier’s grandeur, the boutique continues its cultural fusion theme with unique furniture pieces. All together, each design detail works cohesively to create a welcoming environment.

The hand-embroidered Bokja tapestry on the wall, designed by Lebanese artists Huda Baroudi and Maria Hibri, is another prominent feature of the boutique. Inspired by ancient Egyptian temple columns and celestial motifs like suns and stars, as well as plants such as papyrus, the deep blue colour echoes the famous tones found in King Tutankhamun’s jewels, enveloping the boutique with a regal charm.

The sculptures featured on the shelves add a final touch of innovation and attention to detail. Made from reused, obsolete jewellery-making tools from the Azza Fahmy studio, the sculptures bring new life to forgotten objects. They stand as testaments to the brand’s commitment to craftsmanship while serving as unique artistic statements that enhance the space.

Every design element in the boutique complements the jewellery, reflecting the brand’s philosophy of being more than an accessory. The Riyadh store represents a balance between tradition and contemporary design principles, offering an engaging cultural experience while shaping the brand’s future global spaces. With an upcoming location in London, this design concept sets the blueprint for future Azza Fahmy boutiques worldwide.

Photography by Nour El Refai

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