Arabian lights
Qatari culture meets international fashion at 51 East
By Jenny Rebholz Schrank
January 02, 2012
Photo courtesy of Chris Eden/Callison, Seattle
Whether you are looking for the geographic coordinates of Doha or a retail destination that melds signature Gulf region traditions with western modernity—you will find what you are looking for at 51 East.
51 East is a new generation of Qatar’s earliest luxury store, Modern Home. When the renowned Darwish family introduced Modern Home to Qatar in 1946, it was the first air-conditioned store in the Gulf region, providing an oasis for those seeking relief from the heat. With the rebranded 51 East, the Darwish family continues to elevate the retail experience in the Gulf region.
“In 2007, the Darwish family challenged us to create a new identity for a luxury department store that would offer the best combination of international fashion, style and Qatari culture,” describes Mike Wilkins, lead principal on the project with Seattle-based Callison. “The store was to offer men’s and women’s apparel, as well as cosmetics, fashion accessories, and an edited assortment of fine tabletop merchandise and gifts. In addition, it would house the largest Sony retail space in the Middle East, and a Yamaha showroom and education center.”
The Callison team immersed themselves in Qatari culture and traditional Arabic architecture, traveling throughout the Gulf region in order to develop an understanding of local traditions. However, integrating the program requirements and cultural influences into the selected mall space, the centerpiece of a mixed-use development referred to as “Lagoona,” proved to be challenging.
“The footprint of the building was very awkward,” Wilkins says. “It was planned for a group of smaller shops; the numerous and tightly spaced structural columns, as well as the angular shape of the floorplan, presented a major planning challenge for a larger store format. An additional challenge was creating separate identities for the electronics and music businesses, as well as the fashion zones, while at the same time creating a unified whole.”
What began as an obstacle was soon translated into interesting design opportunities. The Callison team utilized the tightly spaced column grid to create pavilion-like structures within the large, central rooms on both levels—a contemporary approach to the simple design language of Arabic villages with distinct regional architectural references to iconic structures, such as the Grand Mosque in Damascus. Then, through the use of high-contrast finishes and a touch of elegance with details like Austrian crystal chandeliers, Wilkins says, “We attempted to add dazzle and a warm glow to a very slick, contemporary space.”
The storefront’s unadorned planes of Latina Light limestone reference traditional Qatari village architecture, while the laser-cut, backlit stone sign panels and applied graphics infuse a contemporary sensibility. Islamic-inspired bronze grillwork and an iconic compass element create a sense of arrival at the entrance.
On the lower level, shoppers are engaged by the Beauty Hall, Young Fashion and Home World, while the second level introduces Men’s and Women’s Fashion and Accessories. The near-identical shape, size and overall design of both levels offers continuity and simplifies the shopping experience, while the materials and details provide dynamic contrasts. “The concept used was ‘en blanc et noir.’ It is literally in black and white,” Wilkins says. “Cosmetics and Fragrances is totally white, with major framing in white fused glass. Similarly, Accessories is all black, with major framing in black mirror.”
In addition to the white limestone and glass surfaces, the design team continued the use of high-contrast materials to support this distinct aesthetic. Mica-rubbed anigre versus black lacquer; dark, oil-rubbed bronze against highly polished stainless steel; and espresso-stained, redwood burl in high-gloss lacquer opposite cerused, rift-cut oak are some of the impactful material combinations.
Due to the ornate feel of the merchandise, especially in the jewelry area, fixture detailing was kept simple. Frameless, heat-welded glass cases on thin steel legs highlight the merchandise without distracting from its almost Baroque appeal. Evocative fine art pieces and other regional selections collected on various shopping trips throughout the Gulf region add another layer of cultural richness to both the store and the merchandise.
In order to create an equally dynamic presence for the Digital World, the team created a separate two-level wing. A bridge connects the Fashion and Digital Worlds on the upper level and features a two-story-high, glass storefront. LCD monitors imbedded into the storefront are used to showcase merchandise specific to these shops. “The entire store was designed as a series of generously scaled spaces that would subliminally compress and expand the senses as one moves through them, gradually releasing all of their energy into the central atrium,” Wilkins says. “All worlds come together at this central space.”
The crescendo of the shopping experience culminates at the Oka Doner canopy in the central atrium, the highest point of the store. “It is meaningful both in the context of the environment, as well as in the larger cultural associations it might evoke,” Wilkins describes. “The ton-and-a-half steel canopy is gilded with white gold and festooned with 1,300 pearls from the China Sea.” The artist, Michele Oka Doner, abstracted the overlapping layers of the surface of a pearl—a direct reference to the region’s pearl-fishing history, yet expressed from a contemporary viewpoint.
Beneath the canopy, the Café adds to the energy at this center point of 51 East. Circular flooring insets, a circular service bar, and a series of low benches with loose pillows and groups of low, round metal tables provide a sense of place for visitors. Again, the team integrated traditional designs, such as decorative Arabic pendant lights and table selections, with contemporary influences as seen in the branded purple tone of the 51 East identity.
From intuitive adjacencies and simple circulation patterns to sophisticated, contrasting finishes and touches of familiar cultural influences, 51 East delivers a dynamic shopping experience that ebbs and flows from start to finish.
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