Ermanno Scervino opens in
Dubai Mall Fashion Dome
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Luxury Italian fashion brand Ermanno
Scervino opened the doors to his first boutique in Dubai last night at the
Dubai Mall. Ermanno Scervino himself hosted the beautiful evening along with Mr
Mohi-Din Binhendi, president of BinHendi Enterprises, and was attended by Dubai
VIPs and fashion lovers. Guests mingled in the elegant new space and had the opportunity
to meet the designer who flew into Dubai especially for the momentous occasion.
The boutique opening was followed by a private dinner held at the chic Joe’s
Café for a select few VIPs and fans of the brand. Asked about what he thought
about opening in Dubai, Ermanno replied, “Dubai is the showcase of a
dynamic market which reserves a great attention to the excellence and luxury of
Made in Italy”
The new boutique is set to become one
of the most visited fashion destinations in Dubai, with Scervino showcasing the
best of the best of Italian fashion. The new collection was so well received
that his covetable styles are already flying off the shelves, and into every
Dubai fashion maven’s wardrobes. The new collection has an edgy femininity. For
fitting and elegant, the equestrian inspired collection was an instant winner
with Dubai’s discerning fashion lovers.
Over 250 square metres, the
womenswear and junior collections appear within a captivating atmosphere. True
to the design concept of the Maison, the new space displays a harmonious
balance between aspects showcasing craft expertise and state-of-the-art
elements adhering to criteria of linearity and essentiality.
Modern materials and
decorative furnishings
Modern features such as steel,
cement, glass panels and mirrors alternate organically with natural materials
such as leather, hide, wood and raffia, set against a backdrop of matt neutral
shades, floors in pale grey cement and rugs in dove shade, the colour of the
Maison, and a natural aged parquet carpets. Objects created by Florentine
craftsmen, such as little armchairs and benches in pale walnut, upholstered in
fabric embroidered with the brand initials, small furnishings and wrought-iron
decorations are integrated with design elements such as the display tables made
of white glass and walnut and the shiny steel profiles from which the tailor's
dummies descend in a theatrical manner.
The different spaces are enlivened by
silver-laminated, hand-aged Venetian blinds, set behind the display units and a
transparent panel in smoked glass, offering a magical reflection of some of the
articles of the couture collection; the boutique is illuminated by diffused
lighting from ceiling frame fixtures and spotlights setting off the individual
garments. The Ermanno Scervino women’s fashion shows are projected upon
vertical screen panels and displayed in store windows.
ERMANNO SCERVINO Glam Made in
Florence
In 1999, after ten years
collaborating with the best names in fashion and Italian couture, Ermanno
Scervino decided to launch his own label.
In 2000 came the crucial
meeting with Toni Scervino, now CEO of the Group, with whom he founded the
company Ermanno Scervino which is now a leader in the international luxury
fashion sector.
The designer formed a network of
workshops grouped together into a single entity, based in Florence, enabling
him to develop his collections in a completely independent and Italian
way.
BinHendi Enterprises LLC
Almost three decades ago market
research analysts at BinHendi Enterprises recognized a growing consumer
interest in international products and fashion brands. In direct response, we
established the United Arab Emirate's first exclusive fashion boutique, Pierre
Cardin. Enthusiastic consumer response propelled the Company to fill another
untapped niche in the Middle Eastern market with the introduction of Dubai's
first car rental agency. Our unique approach, in hand with strong market
growth, favorable government relations and an intimate knowledge of consumer
preferences, encouraged BinHendi Enterprises to develop new sources to help
meet the growing demand for high quality products and international services.
BinHendi Enterprises currently operate several highly successful fashion,
Jewellery, accessory and food retail outlets, while our trading division
reaches in excess of one thousand retailers, thus establishing the company as a
leader in one of the world's most exciting and affluent markets.
When it comes to premium brands,
BinHendi Enterprises is one of the region's most diversified, progressive and
successful companies.
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