Assouline Launches at THAT Concept Store

Assouline Launch THAT Concept Store The Luxe Diary Alexandre Assouline 7

THAT Concept Store launches first Assouline branded corner in the region featuring a unique immersive space

Assouline Launch THAT Concept Store The Luxe Diary Alexandre Assouline 3

The launch event was inaugurated by Alex Assouline, and Co-Hosted by Dubai based Author Myrna Ayad and Majid Al Futtaim Lifestyle CEO, Fahed Ghanim.

THAT Concept Store, the homegrown multi-brand destination owned and operated by Majid Al Futtaim Lifestyle’s is proud to announce the addition of luxury publisher Assouline, at its three-level multi-brand store within Mall of the Emirates. The iconic French luxury brand returns to Dubai with a branded corner experiential space, in an immersive 60m2 corner located on the second floor of THAT Concept Store.

Commenting on the branded corner launch, Fahed Ghanim, CEO of Majid Al Futtaim Lifestyle, said:

“We are proud to welcome Assouline to THAT Concept Store with a dedicated retail corner, offering our customers an immersive experience in the world of art, culture, and lifestyle. This marks a natural step in our retail partnership with the iconic brand that promises to elevate our already impressive homeware and lifestyle section.”

Assouline Launch THAT Concept Store The Luxe Diary Alexandre Assouline 6

The Assouline corner was officially inaugurated by Alex Assouline, Chief of Operations, Brand & Strategy, on October 4, 2023, at a unique in-store event co-hosted by Dubai-based Assouline author Myrna Ayaad and Majid Al Futtaim Lifestyle CEO Fahed Ghanim. Guests were invited to discover the brand’s eclectic design aesthetic, representative of their iconic and renowned identity, featuring signature red walls as well as two notable dark oak tables displaying Assouline’s iconic Travel Series, which includes AlUla Ever and Dubai Wonder. Renowned calligraphy artist Wissam Shawkat was on-site to personalize books and the newly unveiled Travel From Home candles during the event, for a unique and one-of-a-kind animation.

Assouline Launch THAT Concept Store The Luxe Diary Alexandre Assouline 4

Alex Assouline, Chief of Operations, Brand & Strategy, said:

“We’re absolutely thrilled to be part of THAT Concept Store Dubai and to be back in such a dynamic city. The exclusive concept store is a one-of-a-kind lifestyle destination with an eclectic mix of designers and brands, and amazing experiences, making it the perfect fit for Assouline!”

Customers have the opportunity to appreciate a wall of bookshelves displaying the brand’s highly praised and intricately handcrafted Ultimate Collection titles, including Kites of the Desert: Archaeological Mysteries of Saudi Arabia, Al’Madinah: The City of the Prophet, AlUla, and Sheikh Zayad: An Eternal Legacy.

While lounging in an intimate seating area of mid-century modern furniture, guests and customers can enjoy the Legend and Icon Collections with a selection of the best design, art, fashion and travel books placed on a one-of-a-kind curved wall.

In the new space, visitors can also explore Assouline’s unique objects and library of accessories such as assorted bookstands, stationery sets, and the brand’s iconic decorative sheep. These emblematic pieces emphasize the distinct energy that characterizes all of Assouline locations around the world.

Internationally, Assouline’s corners and boutiques provide memorable experiences, which will again be offered in Dubai, a city that in itself is unforgettable.

The Details.

For more information, please visit


For more news & events in Dubai click here.