‘Avenue at Etihad Towers’ officially opens its doors
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Abu Dhabi’s first standalone luxury shopping destination
‘Avenue at Etihad Towers’– Abu Dhabi’s first standalone high-end luxury shopping destination has officially opened its doors last night with a grand launch event to equal the impressive portfolio of prestigious and world-renowned brands it presents. The launch of the stunning retail offering, which is an integral part of the capital’s landmark Etihad Towers development, saw some 1,000 guests invited over three sessions and presented 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.
Commenting on the grand launch, H.H Sheikh Suroor Bin Mohammed Al Nahyan, whose brainchild and vision saw the creation of the whole Etihad Towers development, said: “I am extremely proud to be here this evening to officially open Avenue. 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. 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. We look forward to welcoming those with a taste for the best to this very special, luxury retail experience.”
Commenting on the event’s live and virtual fashion show, Mr. Sami Al Khuwaiter, Projects Director at SSPD (Sheikh Suroor’s Projects Department), stated: “Avenue is - in so many ways-all about firsts: the first stand-alone luxury retail destination in Abu Dhabi; the first formal appearance of some 20 brands in the Abu Dhabi luxury market; and the first time others have made their debut in the region, and even the world. Avenue will also be bringing many firsts with regards to personalised shopping services in the coming months. We, therefore, wanted to mark Avenue’s grand launch with a fashion and luxury experience never before seen in the region – a fashion show with a surprise virtual element.”
Following the fashion show, guests were invited to browse the elegantly designed boutiques of Avenue, all but one of which are now fully open for business. Many boutiques welcomed 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 from world watch brands such as A. Lange & Söhne, IWC Schaffhausen, Montblanc, Officine Panerai, Piaget, Roger Dubuis and Rolex.
Avenue at Etihad Towers is currently home to more than 34 luxury brands including A. Lange & Söhne, Bally, Breguet, Burberry, Bulgari, Canali, Cartier, Chloé, De Grisogono, Ermenegildo Zegna, Givenchy, Giuseppe Zanotti, Hermès, Herve Leger, Boss Hugo Boss, IWC Schaffhausen, Jaeger-LeCoultre, J.M. Weston, Kiton, Lanvin, Manolo Blahnik, Montblanc, Officine Panerai, Piaget, Porsche Design, Roger Dubuis, Rolex, Salvatore Ferragamo, Stefano Ricci, Stephane Rolland, Tom Ford, Van Cleef & Arpels, Versace, and Vertu.
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