D.tales Window Project

2012 – Dubai, UAE

D.tales is a specialised Scandinavian design concept store that also has a few carefully selected Middle Eastern brands, including KHALID SHAFAR. Khalid Shafar was commissioned to design the first store window in the Dubai International Financial Center for the introduction of his THE PALM line. Being an open window to the store, the challenge was to create a design that didn’t block the in-store view yet still drew attention to the store and the design objects on display. Driven by these objects and the name of the store that referred to story-telling, a concept evolved around living in the desert environment. A full canvas backdrop was used as a storybook with an illustration of a tent with an open front and palm trees around. The objects on show, LITTLE PALM stools and THE PALM coat stand, were the 3D elements of this storybook. A little window in the tent wall allowed a sneak-peek to the inside of the store and created an interactive environment for window shoppers. Although the space was very limited, the 3D illustrations on the canvas along with the objects and the back illumination provided by the store lights created an environment where the new objects on offer came to life and were very attention grabbing.