Dalziel & Pow has created a six-figure global retail scheme for Anotah, a Kuwaiti fashion retailer with ambitions to become ‘the first Middle East fashion house to establish a presence in the West’.
The London consultancy has overhauled Anotah’s visual identity and retail environment in a two-year project that will see the launch of new outlets in Bahrain and the United Arab Emirates this summer. The group was appointed following a three-way pitch against two undisclosed UK retail design consultancies in June 2004.
According to consultancy interior designer Caroline Porter, the decision to appoint a design group represents the first serious move by Anotah ‘to put the company on the map’. Following the launch of the Middle East stores, the retailer plans to expand its estate throughout the region, ahead of moves into North African and European markets.
Store interiors include brightly coloured acrylic, marble slabs and a black mirror-finish ceramic on the floors. The scheme also features ‘hidden lights’ designed to give the impression of a random scattering of light.
The primary marque and other materials, such as ticketing, in-store communication and packaging, are drawn together with a decorative motif, referencing the clothing designs, that runs throughout the store. The website – www.anotah.com – was created in collaboration with digital consultancy Head London.
Anotah’s women’s and children’s range is designed in-house. Dalziel & Pow is retained to work on the store roll-out.