Newly opened Printemps Doha offers innovative customer experience
The Printemps Doha department store opened on Thursday November 25. The Parisian group's Qatari branch, extending over 40,000 square meters on three floors, and showcasing 600 brands of which 200 exclusive to Printemps, is the largest luxury department store in the Middle East and the group’s second-largest branch, after the boulevard Haussmann flagship in Paris.
Printemps Doha is a hub for fashion, beauty and lifestyle labels located at the heart of the brand-new Doha Oasis complex. Inspired by the sophisticated Haussmann architectural style, its interiors have been designed by Canadian studio Yabu Pushelberg, which also designed the La Samaritaine complex in Paris.
Celebrating global and local fashion
Printemps Doha is described as a “next-generation” department store that offers an entirely new customer experience, featuring “ultra-personalised” products thanks to cutting-edge technology. An approach that echoes the department store's virtual fashion brand, recently launched on Web 3 and called Digital Fashion by Printemps.
In the privacy of the VIP lounge, customers are able to use 3D services and holograms to interact with on-site personal shoppers and the staff of the Printemps Haussmann branch in Paris.
Printemps Doha sells luxury labels like Louis Vuitton, Dior, Valentino and Bottega Veneta, as well as products by Qatari designers like Fahad Al Obaidly, Malachite Doha and Sckali Design.
Printemps Doha has set up a talent incubator programme in partnership with M7 called The Collective, offering a three-month mentorship to local designers, who will then be able to showcase their creations within the complex.
The Doha Oasis complex also includes a 5-star hotel, an amusement park and a cinema, as well as Printemps’s 2,600 square-meter spa, the largest in the region, and 14 restaurants.
International expansion strategy
In May 2019, the Printemps Group announced the opening of Printemps Doha, its first department store outside France since the closure, two years earlier, of its last foreign branch, located in Tokyo, Japan.
Printemps Doha was originally scheduled to open in September 2022, but was eventually inaugurated in late November, coinciding with the Football World Cup, which is taking place in Qatar from November 21 to December 18.
The opening is part of the international expansion strategy of the Printemps group, which was acquired in 2013 by a Qatari-owned investment fund.
In 2024, the department store group will head for New York to open a North American branch at the heart of the city’s business district, in the One Wall Street complex.
The group, headed by Jean-Marc Bellaiche, is planning to open between five and 10 new stores, all of them outside France, by 2030. Earlier this year, Printemps unveiled a new visual identity and embarked on an extensive rebranding. The group expects to record positive results again at the end of fiscal 2022-23.
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