Portland brands Kuwaiti store

Portland Design has revealed the creative concepts for Kuwaiti fashion store Riva, as the retailer plans to embark on a wave of expansion across Europe, Africa and the Middle East.

The consultancy was appointed following an international credentials pitch against undisclosed competitors. It was briefed to develop the design principles for a concept store that will be trialled in Souk Sharq Mall in Kuwait from this month.

Riva’s core customers are Middle Eastern women in their twenties and thirties, but following the launch of the trial outlet, the company intends to extend the concept across the United Arab Emirates, Saudi Arabia, North Africa and Europe, with a store currently planned in France.

Portland’s scheme aims to align the brand identity with high fashion values, expressing what consultancy creative head Michael Fern describes as ‘femininity, elegance and glamour’. A Riva flower pattern is employed throughout to emphasise the brand identity.

The design uses an asymmetric shop front with a grey, metallic powder-coated frame contrasted with a violet inner frame. Within the store, products are zoned to maximise visibility and customer flow.

According to Riva brand development manager Kris Barber, Portland Design will continue to provide ‘solutions for future projects and will play an important role in the development of Riva’s expansion plans’. Riva is owned by Al-Orjwan Garment Company.