Benedetta Bruzziches' pop up, Doha
Client: Benedetta Bruzziches
Type: Retail
Service: Interior Design
Ph: Galeries Lafayette
Location: Doha, Galeries Lafayette
THE CLIENT
Benedetta Bruzziches is an Italian luxury maison specialising in jewel bags. Handmade, its creations are worn by celebrities around the world and sold in leading international department stores.
THE CHALLENGE
Galeries Lafayette Doha assigned the maison a pop-up space; the brand asked us for a feminine identity welcoming Arab women. The area held a prime position, directly facing the main entrance, but came with several constraints: it sat beneath the escalator, had no dedicated lighting, and featured a fixed monitor mounted high on the wall.
THE SOLUTION
Curtains wrap the entire perimeter, softening the visual weight of the escalator and creating a more intimate, enclosed space. The fabric brings a soft, feminine gesture and, like a stage curtain, opens at certain points to reveal the existing mirror and monitor, absorbing them into the design.
At the centre, a bespoke vanity desk draws on the dressing tables of 1930s film stars and the Art Deco geometries of Betty Joel. The entire display system grows from this piece: rectangular volumes trace concentric C-shapes around the vanity, rising progressively in height to form a tiered stage for the collection.
Straight and curved lines coexist in the same design, softening the overall geometry. The varying heights let each bag stand out on its own while reading as a whole from the store entrance. The installation relies on existing light, with no additional fixtures.
MATERIALS AND PALETTE
The palette looks to the neutral tones of Jean-Michel Frank. Ivory, pale hues and small black accents create a restrained backdrop, leaving the jewel bags to bring colour, light and reflection into the space. Fringes and drapery soften the language, while the ivory-lacquered vanity and fringed stool evoke the Art Deco world of the screen divas.
OUR ROLE
Concept, spatial design, vanity desk design and renders. Production was entrusted to a local contractor and coordinated entirely by the studio from Milan. From brief to opening: one month.
RESULTS
A site-specific project, conceived exclusively for that space and warmly received by both the brand and the Galeries Lafayette team.
