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Identified and renowned for its diverse and extensive range of contemporary fashion and accessories for women, men and kids, Mexx unveiled the new store by having models pose at show windows instead of mannequins. The evening was attended by Mexx's VIP customers who appreciated the collections that are exclusive to this new store until mid-July.
The new Mexx store concept mixes modern and vintage pieces with a clear preference for clean lines, effortless style and chic comfort. Like the Mexx consumer, the store is stylish with an experimental edge.
On the occasion of the store opening, the CEO of MAF Fashion, Jeremy Johnston, said, "
"We wanted to create and encourage an accessible shopping experience and a retail environment that is aspirational while at the same time easy and comfortable for Mexx consumers to shop."
"We decided to launch the new store concept in Dubai since we believe the fashion-conscious consumer here is ready for a new wave in retail design. This is a significant step in the development of the Mexx brand at an international level," he added.
The look and feel of the store is distinctly European and contemporary. Natural materials like stone flooring and wooden units are combined with glass and polished chrome to give a genuine and premium feel. The use of focused lighting sets a warm mood in the store. Open spaces and the segmentation of collections into clear product stories make it easy for customers to navigate intuitively through the store.
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Posted by Anne-Birte Stensgaard, Senior News Editor
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