On 7 November, the ‘Avenue at Etihad Towers’ – Abu Dhabi’s first standalone high-end luxury shopping destination, officially opened its doors with a grand launch event to equal the impressive portfolio of prestigious and world-renowned brands it presents. The capital’s first standalone luxury shopping destination, the launch saw a fashion show, live performances as well as special in-store boutique events.
Over 1,000 guests were invited over three sessions and were witness to special in-store boutique displays, live entertainment, gourmet food provided by Avenue’s own Fauchon Le Café, a live and virtual hologram fashion show that was the first of its kind in the Middle East and spectacular flower arrangements. “Avenue is the final component of the Etihad Towers offering, and one which complements the sophisticated residential and commercial towers, as well as Jumeirah at Etihad Towers – Jumeirah’s debut hotel in Abu Dhabi,” said H.H Sheikh Suroor Bin Mohammed Al Nahyan, whose vision oversaw the creation of the Etihad Towers development. “With Avenue we are bringing many of the world’s finest brands to Abu Dhabi – and the UAE – in one single destination, serving the needs of true aficionados of fashion and luxury and also firmly placing Abu Dhabi on the international retail map.”
Prior to and after the fashion show, guests were invited to browse the elegantly designed boutiques of Avenue with many welcoming visitors with special edition pieces, the latest collections, models, one-off experiences or limited edition gifts, catalogues or books. Special edition pieces or collections were on view, for example, at A. Lange & Söhne, Bally, Givenchy, IWC Schaffhausen, Montblanc, Officine Panerai, Piaget, Roger Dubuis and Rolex, while at Chloé, Porsche Design, Manolo Blahnik and Tom Ford, the latest collections were modeled. In addition, Burberry screened a heritage video and at Lanvin an artist drew sketches of guests; limited-edition chocolates from Florence were enjoyed at Salvatore Ferragamo. Tom Ford also had a perfume and beauty expert on hand to assist and advise guests, and Stefano Ricci presented a tailor flown in from Italy to talk through materials and methods for any clients interested in any made-to-measure products.
Avenue at Etihad Towers is now home to more than 34 luxury brands and brings 20 brands to the Abu Dhabi luxury market for the first time. It also sees a number of these brands make their debut in the Middle East and even the world. This is certainly the new UAE gemstone when it comes to luxury shopping, pampering and indulging in fine living.
Avenue at Etihad Towers, Tel: +971 8003844238 www.etihadtowers.com