Egyptian heritage and craft infuse London boutique by jewellery designer Azza Fahmy

Universal Design Studio has completed a boutique for Egyptian jeweller Azza Fahmy in London, combining references to its location in the city's historic Burlington Arcade with traditional Arabic craftsmanship. Her London boutique previously occupied a smaller unit in the arcade, and the move to a larger three-storey premises provided an opportunity to curate a sequence The post Egyptian heritage and craft infuse London boutique by jewellery designer Azza Fahmy appeared first on Dezeen.

Egyptian heritage and craft infuse London boutique by jewellery designer Azza Fahmy
Interior of Azza Fahmy boutique in London's Burlington Arcade designed by Universal Design Studio

Universal Design Studio has completed a boutique for Egyptian jeweller Azza Fahmy in London, combining references to its location in the city's historic Burlington Arcade with traditional Arabic craftsmanship.

Her London boutique previously occupied a smaller unit in the arcade, and the move to a larger three-storey premises provided an opportunity to curate a sequence of spaces that foreground the brand's focus on craft.

Entrance of Azza Fahmy boutique in London's Burlington Arcade
Azza Fahmy has opened a boutique in Burlington Arcade

"Azza Fahmy doesn't operate in the same way as other luxury brands," explained Universal Design Studio's design director, Suzanne Gaballa, who led the project.

"There's a real focus on celebrating craft processes that are informed by a research-based methodology based on decades of Egyptian heritage and storytelling."

Jewellery displays in burl-wood shelves by Universal Design Studio
Burl wood tables and shelving are used to display her jewellery designs

As part of its context-led approach, Universal Design Studio incorporated interventions that celebrate the historical character of the Grade II-listed Regency-era arcade, in which the boutique is set.

Original features such as the curved windows and an ornate balustrade that had been concealed during previous renovations were restored or incorporated into the scheme.

Burl wood table on a patterned tiled floor in Azza Fahmy boutique
Geometric floor tiles reference the tombs of Luxor

Some of the materials used throughout the project also echo those of the arcade, with marble flooring creating a seamless transition between the two spaces.

The store's tiled floor includes a section with an intricate geometric pattern based on the ancient tombs in Luxor, Egypt.

Stairwell with tapestry in jewellery boutique in Burlington Arcade designed by Universal Design Studio
A Bokja tapestry decorates the stairwell

The patterned floor forms part of a display area, where a hand-crafted burr-wood table is illuminated by a bespoke brass chandelier crafted by Azza Fahmy's sister, Randa, who specialises in classical Islamic metalwork.

Another one of her contributions is a metal screen, which hangs in one of the shopfront windows and casts intricate patterns of shadow and light across the interior.

The central table, which takes the place of a conventional counter, combines with warm tones, rich textures and ambient lighting to lend the spaces a welcoming, homely feel, informed by Fahmy's home and studio in Cairo.

Immediately in front of the entrance is a burl-wood cabinet displaying jewellery alongside ephemera, including sketches, photos and sculptures made from old tools that reflect Fahmy's eclectic sense of style.

Details of flowers on Bokja tapestry
The embroidery is based on imagery drawn from Egyptian tombs and temples

A handwoven panelled tapestry developed by Beirut-based textiles brand Bokja lines the staircase and provides a focal point that is visible from the arcade, as well as the store's ground and first-floor spaces.

The tapestry was developed in collaboration between the two studios and incorporates imagery drawn from Ancient Egyptian tombs and temples, including lotus and papyrus flowers, palm trees and flying geese.

"These works of art are the result of extensive research and knowledge drawn from our archives on Ancient Egypt, beautifully fused with Bokja's exquisite artistry and craftsmanship," Fahmy told Dezeen. "The tapestries really add so much warmth and character to our stores."

Seating area inside Azza Fahmy boutique in London's Burlington Arcade
The same Bokja textile was also used to upholster a nearby chair

Bokja combined elements from various reference images to create a printed base for the pattern, which was then embellished with layers of embroidery using a patchwork of different methods, such as traditional Syrian Aghabani stitching.

"When creating our new store concept, I wanted it to represent Egypt as I see it – rich in history, culture, and beauty," Fahmy explained. "To bring that vision to life, I collaborated with some of the most exceptional designers in the Arab world."

Display area in jeweller designed by Universal Design Studio
The shop stretches across three storeys

The tapestry forms the backdrop for a lounge area on the second floor, where customers can relax while looking out onto the arcade.

Bespoke benches follow the curves of the original windows, while the wooden parquet flooring and a handmade rug from Egyptian producer Kahhal Looms enhance the space's cosy, handcrafted feel.

The opening of Fahmy's London flagship comes after she commissioned Universal Design Studio to create boutiques in her native Egypt, as well as in Saudi Arabia and Qatar.

Display and metal partition on exterior of Azza Fahmy boutique in London's Burlington Arcade designed by Universal Design Studio
Randa Fahmy's intricate metal screen can be seen from outside the shop

Universal Design Studio oversaw every aspect of the interior project, including the design of suspended window displays containing redesigned busts and stands for showcasing rings and earrings that subtly reference the pyramids of Giza.

The studio's previous work includes the headquarters of a cryptocurrency firm that reinterprets traditional banking architecture, as well as a concept store for a skincare brand, informed by the look and feel of scientific laboratories.

The photography is by Ben Anders.

The post Egyptian heritage and craft infuse London boutique by jewellery designer Azza Fahmy appeared first on Dezeen.

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