Project: Seraphine Maternity Store, Dubai
Location: City Mall, Dubai
Specifier: Covering Concepts
Product Used: HW16204 Alabastro Chevron, The Italian Collection

Amongst the general flurry of excitement surrounding a pregnancy, creating an indulgent, relaxing retail experience for expectant mothers can always be a challenge. However, Havwoods was delighted to deliver a singularly spectacular fit-out with an elegant ambience for Seraphine Maternity, Dubai.

Founded in 2002 by Cecile Reinaud (a Parisienne based in London), Seraphine Maternity is a go-to retail brand for fashionable mothers-to-be, with a covetable customer list including a range of high-profile celebrities, bloggers, fashion editors and European royalty.

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Known for their luxurious and sophisticated brand experience, this latest overseas expansion featured in Dubai’s famous waterfront City Mall required creating an outstanding environment in which to truly showcase their complete clothing range alongside the glamorous local lifestyle.

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Having worked with Havwoods for their most recent UK location in Leeds, this Seraphine Maternity project was serviced by Havwoods’ local partner, Covering Concepts.

For Seraphine’s largest store to date, housing the entire range with a focus on their signature Luxe collection, the company opted for an elegant chevron engineered timber pattern from Havwoods’ iconic Italian Collection. The Alabastro 45° chevron flooring is a stunning addition to the store’s material palette, introducing a light, airy feel to balance their distinctive purple.

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Paired alongside resplendent rich metallic gold furnishings, dramatic damask-patterned wallpaper and soft cream old-world accents, the result is an atmosphere of understated opulence – a retail dream for any stylish expecting mums.


View our Italian Collection product range here.

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