The Avenue at Etihad Towers
Abu Dhabi’s new haven for high-end brands and luxurious lifestyleby Rebecca Anne Proctor
Panoramic glass windows look out onto the Gulf from the lobby of Jumeirah’s new hotel at Etihad Towers, Abu Dhabi’s most recent luxury development. Given the dozens of luxury hotels opening every few weeks in the capital, the impressive décor and stellar service of the new Jumeirah hotel is the standard for Abu Dhabi. Rather, it is the overall experience of Etihad Towers as a new lifestyle destination for high end shopping and leisure, which amazes and goes unrivalled within the city.
Following its grand opening in December 2011, Etihad Towers opened its doors to an integrated community of five elegantly designed high-rise towers featuring a choice of world-class residences, prestigious offices and luxury retail. Among the new additions is The Avenue, the first of its kind – a stand-alone retail development in Abu Dhabi – to offer 38 high-end luxury boutiques under one roof, several of which are flagship stores and Middle East debuts of sought-after global brands.
Among the stellar brands to recently launch within The Avenue’s refined setting are Burberry, Hermès, A. Lange & Söhne, and Cartier. The boutique belonging to coveted Italian brand Salvatore Ferragamo includes collections for men and woman amidst a surface area comprising 180 square metres. Designed as an open space eliciting the brand’s characteristics of luxury and elegance, the store is divided into womenswear, menswear, footwear, bags, eyewear, fragrances, watches and accessories. (Below, the Salvatore Ferragamo flagship).
Emphasizing British materials and themes throughout its structure, Burberry’s 300-square-metre space reflects the label’s global retail concept developed by Burberry Chief Creative Officer Christopher Bailey. The store showcases the collections of Burberry Prorsum, Burberry London and Burberry Accessories. Designed by Bruno Moindard, Cartier’s new boutique reveals a space that is at once traditional and contemporary in style, created within a series of distinct, yet interconnected environments that spotlight areas reserved for VIP clients. At Giuseppe Zanotti Design, you can find this season’s hottest shoes with vertiginous heels and extravagant studs. Lastly, the Van Cleef & Arpels boutique takes the form of a 1624-square-metre flagship store featuring an elegant and intimate ambience coloured in hues of pink and mauve coupled with furnishings of suede, leather, silk and velvet. The extensive collection offers beautiful creations such as Oiseaux de Paradis, Palmyre, Snowflake, Flowerlace, Charleston, Socrate and Lotus. (Below, the Cartier boutique).
Also available among the host of luxury amenities at The Avenue will be a Personal Shopper Service to be launched later this year. This will be the first of its kind in Abu Dhabi and you can book in advance. “We want this concierge service to assist shoppers select the latest trends, as well as make informed decisions regarding any purchase they desire,” says Richard Foulds, Property Manager, Etihad Towers for Real Estate. Such personalized touches give The Avenue great charm, making it a bespoke shopping experience. “We are investing in creating amenities and a spectacular ambience aimed at making sure that our clients are pampered, and provided with more than just the shopping basics. Shopping at Avenue is all about a different lifestyle experience that our visitors will cherish,” adds Foulds. (Below, The Towers, Jumeirah at Etihad Towers).
The Avenue’s grand opening is scheduled to take place later this year. The venue is simultaneously organizing a series of art exhibitions and events, inviting visitors to explore this upcoming shopping destination on a regular basis. “Our vision is to be the first retail establishment in Abu Dhabi to serve our clients in true VIP surroundings,” says Foulds. In a class of its own, The Avenue is synonymous with unrivalled sophistication for the UAE’s capital and proves that it has become Dhabi’s shopping gemstone.
The Avenue at Etihad Towers
Tel. +971 800 384 4238