I was so excited to work on this project, my first fashion showroom. And not just any brand. Dima Ayad is special. Her work celebrates women of all sizes, with pieces that shimmer, float, hug, and shine. I knew the space had to carry the same kind of soul.

I didn’t want it to feel like a typical retail environment; no standard rods, no sterile walls. Instead, we designed and crafted organically hand-bent brass rails; sculptural lines that flow from the ceiling, sweep along the walls, and guide you through the showroom, all the way to the changing room, discreetly veiled in soft, dramatic cognac curtains suspended from the same brass rhythm. Inside, we wrapped the space in gilded Japanese wallpaper, adding a layer of quiet luxury and glamour to the most intimate corner of the space.

The walls were finished in off-white microcement, and the ceiling, originally black, was repainted the same tone to allow light, air, and Dima’s vibrant palette to fill the space. The color story is unmistakably mine, but chosen for her: cognac, beige, dusty pink, maroon, burnt chocolate, and glowing brass.

One of the main feature walls became a bold backdrop. We gave it a two-tone, rough artistic finish, and layered it with standout elements: a custom rattan cabinet floating above an amber-tinted mirrored coffee counter, catching light like a jewel. The meeting table is a bespoke deep high-gloss burgundy paired with sea green chairs and oak legs.

Even the mirror was custom designed. Its soft, sculptural curves echo the essence of Dima’s brand which is feminine, fluid, and powerful.

Almost every detail in the space is bespoke. We curated and crafted it all with heart, from the rails to the furniture while a few vintage pieces like the lounge armchairs and the curvy sofa bring character and softness.