We all know that D3 is an ambitious multi-purpose project that has brought together the region’s most creative minds, so it was only a matter of time before Bouguessa dubbed it home. As a homegrown brand that started out with a simple idea – to make the abaya stylish in a way that has universal appeal to women of all backgrounds – it has experienced exponential growth in the past few years, including an expansion beyond the abaya into ready-to-wear pieces like longline dresses and metallic trenches.
Faiza Bouguessa, the stylish designer behind the brand, is her own best marketing agent with a look that everyone wants to imitate, and her beautiful designs have gained fans far and wide. Not only have style icons such as Marion Cotillard and Beyoncé worn Bouguessa, but also regional legends like Queen Rania. Building upon the label’s streamlined, minimalist excellence, the design of the new store and office space inside D3 echoes the same aesthetic.
Architecture, sculpture, and interior design play a big part in Bouguessa’s work, so it’s little wonder that these elements bleed over into the store. Offsetting a linear design concept is a beaded black ottoman by local designer Latifa Saeed and a glass coffee table with ‘Wassily’ chairs by Marcel Breuer in the showroom. The main lounge contains a fantastic modular sofa by Edra, as well as a floor lamp by Serge Mouille.
Each exquisite piece of art and furniture takes a back seat, however, to the collection that is on full display – either draped on suspended mannequins or minimalist black racks. A beautifully appointed meeting room and cozy workspace also occupy the office’s open floor plan. Not only will you feel at home in these sleek surroundings, but you’ll also experience some of the designer’s personal universe. Browse through the gallery below for a closer look.
Photographer Shukhrat Gafurov Head of Production Maya Itani