Founded in 2008 by Jacob Hyraki, in the heart of the Fashion Avenue district in The Dubai Mall, The Loft Fifth Avenue quickly became one of the leading beauty hubs in the UAE. The original concept took cues from a classic urban aesthetic with black and white glossy finishes and white brick. Staying true to their promise of staying connected to what their clients want, the brand felt it was time to reflect a more intimate storyline with the interiors. With this in mind, Brand Creative set out to create a narrative that looks at every fashion girl’s wildest dream – what it would actually feel like to live in New York City.
Floor to ceiling black and white photography was a key element in developing the reimagined space. By omitting typical model faces and poses and selecting visuals where women were engaging in everyday city life scenarios we allow clients to easily transport themselves into the heart of the big apple. Whether it’s sitting by a windowsill gazing out into the skyline or hustling through busy streets, the excitement of really “living it up” in the “city that never sleeps” is paramount.