One of the world’s most well-known luxury department stores is coming to Doha and OHLALA had the pleasure to sit with Rosette Fares, Marketing and Communications Director of Printemps Doha, to talk about this impressive new arrival.
The world of fashion is always exciting for us at OHLALA. We celebrate and empower all of its forms. In this spirit, we visited and explored the 18th edition of Heya Arabian Fashion Exhibition 2021 in Doha. The event creates a collaborative setting where up-and-coming local and international designers, entrepreneurs and fashion enthusiasts meet. In this inspiring environment, we had the chance to chat with Rosette Fares – and yes, you read right, the iconic French brand Printemps is coming to town. Printemps Doha was the platinum sponsor of Heya under the title Luxury Fashion Partner, and its Marketing and Communications Director told us all about this audacious project.
OHLALA – Printemps is a historical brand and one of the oldest department stores in France. Can you tell us about the brand’s history, its evolution, and what we can expect in Qatar?
Rosette Fares – Printemps is one of the leading French department store chains, founded in 1865 in Paris to provide a world of luxury retail and exclusive and bespoke experiences to every visitor that steps into any of its stores. Situated in the 9th Arrondissement of Paris, Printemps Haussmann is a department store selling the biggest names in fashion, beauty and luxury products. Categorically organised throughout three buildings, products are displayed on 27 levels and 43,500sq/m of floor space. Printemps has 19 stores across France that welcome over 100 million guests annually. Printemps Doha will be the brand’s largest store in the Middle East and the second-largest in the world after the flagship at Boulevard Haussmann in Paris. Designed by the internationally renowned duo Yabu Pushelberg, the vast retail space of more than 40,000sq/m will house premier outlets with an extensive range of luxury, fashion, accessories, lifestyle, beauty, technology and F&B brands, as well as exceptional services.
“Printemps Doha is set to be positioned as the bridge that connects the West and the East, bringing Parisian glamour to the luxury lifestyle arena in the region providing products that suit the taste of Qatari and Middle Eastern consumers.”
OHLALA – You were the Platinum Sponsor of Heya Exhibition as the Luxury Fashion Partner. Can you explain more about the objective of this participation? Will Printemps Doha keep supporting local events that involve Qatari and regional designers?
Rosette – Our decision to support the 18th edition of Heya Arabian Fashion Exhibition 2021 falls in line with the vision of Printemps Doha. Besides bringing the latest trends and exclusive brands in the fashion industry and exquisite food and beverage outlets, Printemps is set to become a fashion hub in the Middle East and a platform for young Qatari and regional designers to showcase their creations. Printemps Doha will support and empower the local and regional young designers/talents. We are looking into creating collaborations with Virginia Commonwealth University to give students practical exposure to how to develop projects in a real-life business environment. And we are also working on a partnership with M7 (a start-up hub for local fashion, design and tech entrepreneurs in Doha) to provide their designers and creatives with a space that they can utilise for broader exposure. More information on this partnership will be revealed soon.
OHLALA – We’ve learnt that Printemps Doha will open as one of the operators of the new unique destination, Doha Oasis. Can you tell us more about this one-of-a-kind entertainment destination?
Rosette – Doha Oasis is a new entertainment destination in Qatar that offers a holistic experience for Qataris, residents of the country and its visitors – a signature place that promotes a new and unique way of life. The 440,000sq/m development consists of a five-star hotel, high-end residential apartments, sophisticated retail and entertainment facilities. Whether you are a guest at the hotel, a resident or visiting its entertainment options – Doha Oasis offers a new concept in leisure. Conceiveded by renowned interior designer Jacques Garcia, the hotel Banyan Tree Doha is part of this complex, with 126 suites distributed on 29 floors offering five outstanding dining destinations. Quest is Qatar’s largest high-tech indoor amusement park with 32,000sq/m featuring kids’ rides, interactive games and roller coasters. It holds two Guinness World Records as the tallest indoor roller coaster (55m) and tallest drop tower (45m). Vox Cinemas brings the most opulent cinema experience in Qatar to complete the entertainment offerings. It provides 19 screens, luxury VIP immersions, IMAX megascreens and a multi-sensory movie-watching concept, the 4DX. More than you could ever expect – all in one place.
OHLALA – What, in your opinion, are the key elements that make Qatar and Printemps a good fit? What aspects connect this opulent brand to this influential and sophisticated-in-taste country?
Rosette – We know that Paris is the capital of fashion, where many of the current luxury brands have been introduced. They attract millions of customers that are emotionally connected to this dreamy scenario and want to embrace this incredible way of living. Printemps Doha is set to be positioned as the bridge that connects the West and the East, bringing Parisian glamour to the luxury lifestyle arena in the region providing products that suit the taste of Qatari and Middle Eastern consumers. We also need to highlight that Doha is becoming a fashion reference in the Middle East. We have witnessed many fashion-oriented happenings in the country. Such as the exhibitions Christian Dior Designer of Dreams (the first of this scale in the Middle East) and Virgil Abloh: “Figures of Speech”, bringing creations from the late artistic director of Louis Vuitton’s menswear collection. The designer’s first museum exhibition in the Middle East. Printemps Doha emphasises this revolution in fashion in the Arab world. Through innovation, specifically in this field, and reinforcing its role as a trendsetter, Printemps has always stressed and pushed essential themes such as women’s empowerment. We are proud of this historical evolution and are keen to follow the same path in Qatar.
OHLALA – Can you tell us more about Printemps Doha’s plans and when it will open?
Rosette – To understand the magnitude of this enterprise, we have to highlight that Printemps Doha will be the second largest Printemps store in the world. We are excited about the epic cutting-edge technologies that will be available to elevate our guests’ experience. This amazing space will bring exquisite and exclusive restaurants and first-time fashion and jewellery brands in the region – with over 100 exclusive, high-end brands showcased for the first time in the Gulf region. Our clients will also be pampered with personal shopper assistance, virtual celebrity stylists consulting and concierge services. They will also have the prospect of pre-ordering the latest fashion collections, purchasing exclusive art customisation, and being presented with bespoke pieces designed exclusively for Printemps Doha. The opening is scheduled for the Q3 of 2022.
OHLALA – You have worked with luxury brands in the course of your career. However, Printemps brings a different angle involving beauty and fashion; how exciting is it for you to work with such a globally known brand?
Rosette – Over the past 13 years of residing and working in Doha, I had the honour to witness the huge development in the Qatari market throughout all business sectors. I am immensely excited to be part of such a unique project that is definitely very different and combines a large mix of luxury brands in fashion as well as culinary experiences. It is the dream of every marketer and communicator to lead the launch of brands functioning in the luxury sector. Working on this project has already taken my career to the next level. Adding to this, working in a market that values luxury brands and has a strong appetite for luxury goods and culinary experiences is an exceptional experience. It has been a pleasure seeing the positive reaction and excitement of every partner we approach or entity we work with. I will do my best to leave a timeless impression on our esteemed guests who are already sharing a warm welcome to the store and are looking forward to its opening.