Set right in the heart of the coveted Harvey Nichols London, three colourful pyramids bring the east’s pride and joy to London. As a continuation of their previous work, Maison Pyramide joined forces with the British department store to set up a temporary shop in London.
The pop-up shop allows few of the Middle East’s most promising young brands a dip into British market.
“Retail today is about engaging retail experiences and the curation of new and innovative brands to give our customers a real sense of discovery when they come to Harvey Nichols. We are delighted to work on this curation with Maison Pyramide to bring their concept to Europe for the first time,” said Laura Larbalestier, group buying director at Harvey Nichols.
Known for their constant support of local artisans, ethical fashion, and sustainable brands, Maison Pyramide was keen on selecting a handful of emerging brands from around the world for this particular experience.
“Consumer behaviour is shifting daily, we have seen through our series of temporary shops and showroom retail clients that while quite a few consumers are still keen on the luxury logo, emerging brands are offering a luxury that leading brands cannot offer: freshness,” said co-founders of Maison Pyramide, Giovanina Attieh, Nathalie Mroue, and María S Munoz.
The featured brands include a variety of international contemporary and advanced contemporary ready-to-wear, accessory and jewellery brands, such as Okhtein, Nafsika Skourti, Yosuzi and Dylanlex. Meanwhile, the store will also feature few special guests such as Joanna Laura Constantine, Reine, Nadya Dzyak, and Magnetic Midnight.
Executed in partnership with design studios K+1 and MIM Studios, who have both accumulated years of experience working alongside the late architect Zaha Hadid, the store reflects a contemporary experience. Meanwhile, The Shop is also expected to host several events, activations, and exclusive launches to further expose the brands in a vibrant atmosphere.
With that said, a share of the total proceeds of The Shop will be invested into youth educational programmes implemented by the Elisa Sednaoui Foundation in Egypt. Established by actress/model turned social entrepreneur, Sednaoui, it is dedicated to providing creative learning opportunities for children and youth within local communities in Italy and Egypt.
“I have been a fan and supporter of Maison Pyramide’s work since its inception. I am very grateful that they have decided to continue their long-standing commitment to the Funtasia Egypt educational programmes by donating proceeds from the sales of this beautiful pop up,” said Sednaoui.