Hidden Gem: From concept to creation

Industrial chic boutiqueImage Credit: O Concept

O Concept is not just one of Jumeirah’s many fashion boutiques. The brainchild of Emirati entrepreneur Omar Bin Khediya, it combines fashion and interiors and attracts young, passionate designers and artists from all over the world.

You can find everything there — from accessories to shoes, tops to dresses, furniture to paintings.

Joining creative forces with designer Pam Oushal, the boutique is more than a shopping destination. It’s a museum of current trends flaunting a creative twist. Supporting the region’s budding talent, O Concept’s shelves offer a cornucopia of blended cultures with a refreshing perspective.

To give an example, as soon as you step into the shop you realise the days of traditional head scarves are long gone. Every woman deserves a crown, and the bejeweled headpieces O Concept stocks are nothing short of regal.

In addition to local talent, the boutique also shines the spotlight on artists from Europe and America.

Khediya, one of the initial pioneers of Dubai’s creative revolution, decided to start the concept store to bring something new and fresh to the city.

“Style, fashion and interiors have always been a strong passion of mine,” he says.

Housing a limited number of designers, the boutique offers its customers a genuinely unique wardrobe. Beautifying women, their husbands and even their homes, O Concept caters to a wide range of tastes.

The expansive boutique is scattered with luxurious armchairs that boast designs such as a vibrantly graffitied Queen of England, or a token black stallion for the Ferrari enthusiast.

These pieces of furniture, paired with walls studded with mirrored panels, make this the ultimate go-to for zealous fashionista. In a modernist use of space, the boutique has left its ceiling a maze of industrial pipes and is proud of it. It simply coated the pipes in a fabulous shade of gold, to prove that sometimes less really is more.

The store’s undeniably dashing decor could make Carrie Bradshaw abandon her beloved studio apartment in a split second.

“We are passionate about what we do and are glad to see an increasing number of people sharing our passion,” says Khediya.

“We have just started to add to the men’s section. For example, we now carry a really cool new label called Tom Rebl from Italy, which is an exciting cut with very modern aesthetics, definitely worth checking out.

“With ambitious and exciting plans for the future, we never stop! We see ourselves getting bigger than ever.”

In addition to Tom Rebl, the boutique has recently collaborated with fashion brand Aavva and also houses House of Hend.

Maintaining a stylish balance of vintage and contemporary design, O Concept has earned itself a mention on the Jumeirah style map.

When it comes to real estate value, Khediya expresses his appreciation for being located in such a prestigious neighbourhood.

Definitely one of the most interesting stores in Dubai, O Concept adds to Jumeirah’s unique personality and is well worth a visit.

Source: Nichole Nikoliovich, Special to Property Weekly

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