Universal Design Studio has completed a boutique for Egyptian jeweller Azza Fahmy in London, combining references to its location in the city’s historic Burlington Arcade with traditional Arabic craftsmanship.
Her London boutique previously occupied a smaller unit in the arcade, and the move to a larger three-storey premises provided an opportunity to curate a sequence of spaces that foreground the brand’s focus on craft.
“Azza Fahmy doesn’t operate in the same way as other luxury brands,” explained Universal Design Studio‘s design director, Suzanne Gaballa, who led the project.
“There’s a real focus on celebrating craft processes that are informed by a research-based methodology based on decades of Egyptian heritage and storytelling.”
As part of its context-led approach, Universal Design Studio incorporated interventions that celebrate the historical character of the Grade II-listed Regency-era arcade, in which the boutique is set.
Original features such as the curved windows and an ornate balustrade that had been concealed during previous renovations were restored or incorporated into the scheme.
Some of the materials used throughout the project also echo those of the arcade, with marble flooring creating a seamless transition between the two spaces.
The store’s tiled floor includes a section with an intricate geometric pattern based on the ancient tombs in Luxor, Egypt.
The patterned floor forms part of a display area, where a hand-crafted burr-wood table is illuminated by a bespoke brass chandelier crafted by Azza Fahmy’s sister, Randa, who specialises in classical Islamic metalwork.
Another one of her contributions is a metal screen, which hangs in one of the shopfront windows and casts intricate patterns of shadow and light across the interior.
The central table, which takes the place of a conventional counter, combines with warm tones, rich textures and ambient lighting to lend the spaces a welcoming, homely feel, informed by Fahmy’s home and studio in Cairo.
Immediately in front of the entrance is a burl-wood cabinet displaying jewellery alongside ephemera, including sketches, photos and sculptures made from old tools that reflect Fahmy’s eclectic sense of style.
A handwoven panelled tapestry developed by Beirut-based textiles brand Bokja lines the staircase and provides a focal point that is visible from the arcade, as well as the store’s ground and first-floor spaces.
The tapestry was developed in collaboration between the two studios and incorporates imagery drawn from Ancient Egyptian tombs and temples, including lotus and papyrus flowers, palm trees and flying geese.
“These works of art are the result of extensive research and knowledge drawn from our archives on Ancient Egypt, beautifully fused with Bokja’s exquisite artistry and craftsmanship,” Fahmy told Dezeen. “The tapestries really add so much warmth and character to our stores.”
Bokja combined elements from various reference images to create a printed base for the pattern, which was then embellished with layers of embroidery using a patchwork of different methods, such as traditional Syrian Aghabani stitching.
“When creating our new store concept, I wanted it to represent Egypt as I see it – rich in history, culture, and beauty,” Fahmy explained. “To bring that vision to life, I collaborated with some of the most exceptional designers in the Arab world.”
The tapestry forms the backdrop for a lounge area on the second floor, where customers can relax while looking out onto the arcade.
Bespoke benches follow the curves of the original windows, while the wooden parquet flooring and a handmade rug from Egyptian producer Kahhal Looms enhance the space’s cosy, handcrafted feel.
The opening of Fahmy‘s London flagship comes after she commissioned Universal Design Studio to create boutiques in her native Egypt, as well as in Saudi Arabia and Qatar.
Universal Design Studio oversaw every aspect of the interior project, including the design of suspended window displays containing redesigned busts and stands for showcasing rings and earrings that subtly reference the pyramids of Giza.
The studio’s previous work includes the headquarters of a cryptocurrency firm that reinterprets traditional banking architecture, as well as a concept store for a skincare brand, informed by the look and feel of scientific laboratories.
The photography is by Ben Anders.
The post Egyptian heritage and craft infuse London boutique by jewellery designer Azza Fahmy appeared first on Dezeen.
