Sarah Jessica Parker’s Enchanting New Shoe Store Opens in Abu Dhabi

Roar Designs a Dreamlike Interior Filled with Whimsy

SJP shoes by Sarah Jessica Parker

Sarah Jessica Parker has unveiled her new shoe boutique, SJP by Sarah Jessica Parker, in Abu Dhabi’s The Galleria Mall, featuring an imaginative interior designed by Roar. This enchanting space draws inspiration from the whimsical world of Wonderland, incorporating elements such as bubbles, feathers, reflective surfaces, and iridescent colors to create a sensory-rich environment.

Pallavi Dean, Founder and Creative Director of Roar, explains the vision behind the design: “We wanted to imagine a space that goes beyond a typical retail environment. It’s about stepping into a dream, where every element—from the blush color palette reminiscent of an elegant, intimate powder room to the curved lines that invite and embrace—contributes to a feeling of soft enchantment.” The design balances functionality with moments of pause and play, making customers feel as though they are part of a magical story.

SJP shoes by Sarah Jessica Parker | ROAR x identity

Building on the foundational aesthetics of the original SJP store, Roar has elevated the design by incorporating blush tones to create a cozy, inviting atmosphere. By strategically placing mirrors and reflective surfaces, customers can view themselves from various angles, adding a sense of discovery and playfulness. Mirrors on the ceiling offer unique perspectives, further immersing visitors in the dreamlike environment.


The design seamlessly integrates functionality, with displays showcasing shoes at varying heights and against diverse backgrounds. The shop front features semi-transparent bubbles, creating an intriguing visual that draws customers inside to explore. This innovative approach ensures that the boutique is not only visually stunning but also practical and user-friendly.

The new SJP boutique in Abu Dhabi brings a seamless blend of fantasy and functionality, offering an enchanting shopping experience that transports customers into a world of wonder.

Photography by Yasser Ibrahim

Read more interior features here.

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