Abra

Situated in the heart of Dubai’s media manufacturing hub, the Abra HQ is where luxury retail concepts are built. With a history of over 33 years and more than 6,500 projects, Abra has built a strong reputation across the Middle East and Africa. Its work covers store design, bespoke joinery, brand activations, pop-up installations and complex shopfitting in high-traffic locations such as malls and airports.

Abra is now led by a new leadership team from the founding family, marking the next chapter of Abra VMSD. The HQ is home to over 450 skilled craftsmen and a multidisciplinary design team.

The brief was to transform the facility, which includes the office and the factory, to reflect the new leadership. The client wanted a space that is minimal, clean, modern and luxurious, with an entrance that feels like stepping into something “big.”

The brief brought its own challenges, as luxury and minimalism can pull in opposite directions.

The Design Matter team looked closely at what “luxury” and “minimalism” mean today. Through study and experimentation, the design uses the raw, industrial character of the site and contrasts it with tactile, high-end finishes and deliberate pops of colour.