Schiaparelli has launched a dual activation in Dubai for the Winter 2025 season, reinforcing its foothold in the Middle East luxury market.
The Parisian maison, led by Creative Director Daniel Roseberry, opened a gilded pop-up store at Dubai Mall’s Fashion Avenue on Monday, December 1, 2025.
Running concurrently, the brand has partnered with the Mandarin Oriental Jumeira to unveil a couture Christmas tree and showcase the region’s only Schiaparelli Suite.
These moves signal a strategic push to bring the surrealist “spirit of Place Vendôme” directly to the region’s top-tier clientele.
1. The Dubai Mall Pop-Up
Designed as an immersive entry into the world of Schiaparelli, this temporary boutique serves as both a retail space and a surrealist art installation.
- Location & Dates: Located in the atrium of Fashion Avenue, the pop-up opened on December 1, 2025, and will remain operational until February 28, 2026.
- Design & Architecture:
- Exterior: The structure is described as a “sculptural box sheathed in gold,” featuring walls that mimic hammered brass—a material signature of Roseberry’s jewelry designs.
- Interior: The décor pays homage to the maison’s historic salons at 21 Place Vendôme, originally designed by the legendary minimalist architect Jean-Michel Frank for Elsa Schiaparelli in the 1930s. The palette is a strict, dramatic interplay of gold and black lacquer.
- Surrealist Codes: The space features reliefs of the house’s anatomical motifs (eyes, ears, mouths) and keyhole symbols, effectively transporting the Parisian surrealist aesthetic to Dubai.
- Merchandise:
The boutique carries a curated selection focusing on high-impact accessories and ready-to-wear:- Collections: Pieces from the Fall-Winter 2025 ready-to-wear collection.
- Iconics Line: The “Iconics” range is a centerpiece, featuring the Secret Bag and Face Bag, alongside signature trompe-l’œil knits, anatomical jewelry, and sculpted denim.
2. The Mandarin Oriental Jumeira Collaboration
Parallel to the retail opening, Schiaparelli has deepened its relationship with the Mandarin Oriental Jumeira, creating a “couture holiday moment” for the property.
- The Schiaparelli Christmas Tree:
- Design: Designed by Daniel Roseberry, the tree is constructed from 960 golden metal rods. Its radiating form is inspired by the “Apollo of Versailles” cape from the house’s Zodiac couture collection.
- Details: At the center of the tree beats a mechanical heart adorned with red Swarovski crystals, a reference to the anatomical heart motifs often found in Roseberry’s couture creations.
- The Schiaparelli Suite:
- The hotel is home to Suite 204, the only Schiaparelli-designed suite in the Middle East, offering guests a fully immersed brand experience distinct from the retail environment.
