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Iconic American jeans brand Lee® has launched its first flagship store in Abu Dhabi’s new Bawabat al-Sharq shopping mall on March 28, 2012. The inspiring new store represents the full Lee® Jeans offer: the mainline Lee® Jeans collection for men and women, plus a selection of complimentary jeanswear accessories.
The store entrance is dominated by Lee’s denim library: a wall composed principally of blues and blacks that clearly communicates the brand’s extensive range of fits and finishes.
One of the advantages of the new shopfit is plenty of room for display and Lee® plays this advantage by showcasing every style and wash. The Staff is trained in depth to know the details of every fit and finish on offer and are present to give shoppers a superior and welcoming Lee® shopping experience.
The store marks the implementation of the Lee® Black System that displays Lee® merchandise to maximum effect. The Lee® Black System is a mixture of newly designed black mdf or natural wood fixtures and some carefully selected vintage-style elements. By combining the used natural wood with the black mdf, and mixing the clean-lined designs with vintage style furniture, Lee® presents its rich history in a modern environment.
Materials have been selected to reflect the authenticity of this American brand’s rich history so untreated rougher and more rugged elements are juxtaposed against the clean modern design clean. The overall effect is evocative of denim, intended to age and distress naturally over time.
Like the Lee® logo, the dominant colour is black combined with shades of grey.
The Lee® Black System has been rolled out to other Lee® stores in London, Paris, Berlin, Amsterdam, Shanghai, Melbourne and other fashion hotspots globally. The new Lee® store in Bawabat al-Sharq mall is a superior platform for the brand, mixing its 123 year heritage with its modern face, and provides the perfect arena to shop for these world famous denim jeans.
Liwa Trading of Abu Dhabi is the U.A.E. partner of Lee®, and has ambitious expansion plan for Lee® in the region. It plans to opens 2 more shops this fall at Al Wahda Mall and Emporium (Central Market) in Abu Dhabi.
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Abu Dhabi International Airport - 41°F
