The luxury retail landscape of Saudi Arabia has reached a new pinnacle with the opening of Dolce&Gabbana’s 1,500-square-metre brand centre at Diriyah’s Bujairi Terrace. This innovative addition to the Kingdom’s luxury offerings encapsulates a seamless blend of Italian sophistication and the rich architectural heritage of Saudi Arabia, redefining the concept of luxury retail and lifestyle experiences.
A destination for high-end elegance
Nestled in Diriyah, often referred to as “The City of Earth,” adjacent to Riyadh, the new Dolce&Gabbana boutique is one of the brand’s largest global flagship stores. It serves as a showcase for the brand’s comprehensive portfolio, including clothing, accessories, fine jewellery, watches, beauty products, and its renowned Casa collection. With bespoke displays and a dynamic ceiling system, the store’s design emphasises spaciousness and sophistication.
The Bujairi Terrace, opened in December 2022, is a veritable narrative that tells of a future intertwined with the ancient wisdom of Najdi traditions.
With D&G’s storied history of combining traditional craftsmanship with innovative design, their presence in Bujairi Terrace delivers an unmatched experience. This venture is not Dolce & Gabbana’s first foray into the Saudi market. In early 2022, Dolce & Gabbana illuminated the ancient desert landscapes of AlUla with their Alta Moda show – the first ever fashion show in AlUla. The event showcased a collection that mirrored the rich heritage of its locale, with each piece exuding the brand’s signature luxury amidst AlUla’s historic edifices.
The new boutique is a testament to thoughtful design, merging contemporary luxury with Najdi architectural elements inspired by the UNESCO World Heritage Site of At-Turaif. This setting creates an atmosphere that celebrates both Saudi Arabia’s history and its forward-looking vision, making it a must-visit for discerning travellers.
DG Caffè: Where Italian and Saudi culinary traditions meet
At the heart of the boutique is DG Caffè, bringing together the culinary artistry of Italy and the deep hospitality traditions of Saudi Arabia. Framed by a striking golden mosaic ceiling inspired by desert tents, the café offers a curated menu featuring Italian coffee and Arabian tea, alongside dishes tailored to local tastes. This inviting space provides visitors with a tranquil retreat, perfectly complementing the luxury shopping experience.
Bujairi Terrace: A hub of culture and commerce
Dolce&Gabbana’s arrival at Bujairi Terrace underscores the area’s emergence as a premier dining and retail destination. Bujairi Terrace is already renowned for its fine dining options and its proximity to At-Turaif, attracting over two million visitors since its opening. The location forms part of Diriyah Company’s ambitious development project, which aims to transform the area into a global cultural and tourism hub featuring over 1,000 retail and dining concepts within a sprawling 566,000-square-metre space.
Jerry Inzerillo, group chief executive of Diriyah Company, expressed enthusiasm for the collaboration, stating, “We are excited to unveil Dolce&Gabbana’s new boutique and café that will add an additional touch of luxury to the vibrant setting of Bujairi Terrace.” He further invited global business partners to join in the larger vision of transforming Diriyah into “the world’s greatest gathering place” and a benchmark for cultural tourism.
A vision for the future of Diriyah
As part of Saudi Arabia’s Vision 2030 initiative, Diriyah is being reimagined as a premier live-work-play destination, anticipated to attract 50 million annual visitors by 2030. With luxury offerings like Dolce&Gabbana, the area is poised to become a global benchmark for integrated retail and lifestyle development, catering to affluent travelers seeking unique and culturally immersive experiences.
For high-end travel advisors, Diriyah’s evolution offers unparalleled opportunities. The synergy of world-class luxury, Saudi heritage, and cutting-edge design makes it a compelling destination for affluent travellers.
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Photos courtesy of Diriyah Company & D&G
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