The world’s largest Rolex boutique opened in Dubai.
Ahmed Seddiqi & Sons, who have been the Official Rolex Retailer in Dubai for the last six decades opened the world’s largest Rolex Boutique in Dubai Mall. Tennis-Star Roger Federer and Rolex Jean-Frederic Dufour were hand on hand to inaugurate the three-level store in Dubai Mall. The opening ceremony was completed in the evening with one of the most exclusive and glamorous gala events at the DWTC Dubai has seen. Just like in sports, with which the Swiss luxury watch maker Rolex is closely linked for many decades, timing is everything. Specially developing and producing the event architecture and the special constructions like the reveal system for the Dubai Mall, as well as the watch displays for the exhibition in the pre-function of the gala event were challenging due to the short time given. For the gala event a special room in room concept was developed to change the sterile multi-functional exhibition hall into a sparkling and stunning gala atmosphere. The hall was divided into a pre-function area and the main gala area. In the pre-function an exhibit of Rolex watches and the history of the company were displayed. The main area was first hidden and later on revealed with two dramtic effects. First a 36m wide Kabucki curtain was dropped and than with the sniffer mechanism pulled up to the truss in an instant. In order to create the wanted formal dining and entertainment environment accents of cream drapery combined with minimal use of gold and green were used. A contemporary dance group accompanied by Omar Kamel and his live band performed 5 sequences reflecting the five Rolex time perios. Special designed costumes symbolized the decades, as well as the brand colors of Rolex. The visual centerpiece was a giant chandelier manufactured out of LED Roestrip Lights, which played video content and illuminated the room.