In the zone: Design agency creates a new Aura

UK-based design agency Dalziel & Pow developed the new fashion homewares brand and retail concept for the growing Middle Eastern contemporary design market. The store is divided into zones, featuring bedroom, bathroom, living and dining areas with a central bright white Iconic box area focusing on products that are styled with a contemporary, modern twist. The concept aims to educate the new brand’s target customers about Western design trends.

‘We have created a brand, which, although largely Western in influence, appeals to the young style-conscious Saudi consumer,’ says David Wright, marketing director at the firm. The brand identity features magenta, deep plum and cyan blue, creating a ‘deep, glossy and stylish brand’, according to Wright. Aura plans to open seven stores in the next five years.

The new retail brand launch in Saudi Arabia echoes the news that luxury consumers in the Middle East are seeking more contemporary brands and prefer to buy products in new season collections. Read our Insight news article highlighting findings from a new Dubai airport study by luxury retailer Chalhoub Group for more information.