Copyright © 2025 Motivate Media Group. All rights reserved.
Purity founder revolutionised the design thinking in the region.
Simple, elegant and ethereal: Like the iconic products that help define history, the best design purveyors not only demonstrate refined judgment, but an acute sense of what it means to be human. Nizam A. Baki, founder of Purity, has created a destination that has transformed how Dubai experiences the world’s most stylish furnishings and accessories.
Boasting the first Boffi Studio in the MENA region from its stunning Dubai Design District (d3) showroom, Purity’s commitment to top brands is one of the reasons why it’s become a design destination for the region’s most selective design aficionados. But Baki has been a pioneer and crusader since 2004 – long before the recent explosion of the region’s design scene.
What really set Purity apart is that it was the first firm in the region to design its kitchen and bathroom showroom like a gallery space. Clean and minimalistic, it made a distinct design statement.
“Purity was founded in 2004 with a vision to bring the regional mindset one step closer to design,” says Baki. “With a unique concept in place, we moved from being a luxury homeware trading brand to one that makes design-conscious living possible in the region.”
The company’s customer base initially comprised expats, but today there is a strong demand from GCC nationals who realise the value of design and wellbeing, thanks in no small part to the local authorities’ initiatives to make Dubai a global hub for design. For that reason Purity has featured top brands such as Nero Sicilia, Glas Italia, Ritmonio, Lithea, Omvivo, Vaselli and many others.
“We moved our headquarters to d3 in 2015. Being an integral part of this community, we have seen increasing interest in design and the desire of wellbeing. The latter is the driving element throughout every aspect of our lives, and customers [increasingly] realise the value and importance of design in their everyday life.”
Baki’s expansive design philosophy and strategy includes carefully selecting brands that meet the highest standards for quality and craftsmanship – not settling in any regard.
“We are proud to be associated with an unrivalled mix of high-end trendsetters, such as Boffi, Paola Lenti and Fantini [Rubinetti], which shape the world of design on a global scale. We have carefully selected each partner for their unique history, story and culture, which focuses purely on design, functionality and durability. The selection of brands was carefully made to find unique similarities in terms of quality and design [and yet ensure] that [they] fit under one roof.”
Trust is what truly defines his business. And creating trust means going beyond offering products. Baki’s company takes the time and the energy to know and understand clients on every level so they can be paired with items that speak to their life and their goals.
The design leader has sage advice for the young designers in the region. “[They] should not only focus on aesthetics in their designs but also functionality, quality and sustainability. Moreover, they should read, travel, research and be creative – as creativity has no limits.”
His future, also, is without a horizon. “By continuing our association with global brands, we will continue to focus on extending and strengthening Purity’s relationship with its customers throughout the region,” he says. We can’t wait to see what’s next. purity.ae
RIMOWA’s signature grooved aluminium meets Vitra’s refined design sensibilities
We interview Tanuj Goenka, Director of Kerry Hill Architects (KHA) on the development of the latest Aman Residences in Dubai
In the heart of Saudi Arabia’s Aseer region, DLR Group has redefined hospitality through bold architecture, regional resonance and a contemporary lens on culture at Hilton The Point
Located in the Art of Living, the new BYKEPI store adds to the brand's international expansion.
The UAE-based luxury furniture atelier reimagines the role of metal in interior design through its inaugural collection.
The studio has announced the completion of a bespoke holiday villa project in Fujairah.
We take you inside a British design duo’s Tulum vacation home
Designed by Killa Design, this bold architectural statement captures the spirit of superyachts and sustainability, and the evolution of Dubai’s coastline
Assouline’s new objects and home fragrances collection are an ideal complement to your reading rituals
What it will be like aboard the world’s largest residential yacht, the ULYSSIA?
A tribute to Galle Fort’s complex heritage, The Charleston blends Art Deco elegance with Sri Lankan artistry and Bawa-infused modernism
We unveil the story behind the iconic design of the much-loved Buddha Bar in Grosvenor House.