Mwaz, a new Sela Group’s luxury retail concept, is set to open its first phygital store in Riyadh on February 27.
The store combines high fashion, art, entertainment and modern technology to provide an upscale luxury retail experience in the Middle East.
CEO and founder of UK’s Studio of Art & Commerce that created the Mwaz store, Heide Cohu, said: “ We have a track record in creating impactful, immersive experiences with new technologies all over the world, which really grab people’s attention. We’re incredibly proud of Mwaz, and the opportunity to help open up the fashion world to a whole new generation of customers.”
Mwaz store is operated by Sela Group, an events management company based in Saudi Arabia and operating worldwide.
Spread over 17,500 square feet, the new store features an exclusive range of international designer brands.
Customers at the store will travel through four distinctive ‘frontiers’ – Warp, Rarities, Visions and Trill – each creating a personalised journey via elements of interaction and discovery. The store showcases exclusive art pieces from Vivienne Westwood.
The store is infused with interactive elements featuring 128 fully rotating synchronised screens surrounded by large mirrors, a camera, capturing gestures of the human body in real time, and digital fabrics in the AL-powered ‘try-on’ section Visions.
Mwaz’s creative retail consultant, Anita Barr, said: “It was an absolute pleasure being a part of the Mwaz journey, by curating and buying an exclusive brand portfolio for the store and for a new market, as well as introducing brands such as Khaite, Madga Butrym and Aya Muse who are worn by some of the most influential women in the world.”
