Pakistan’s leading high-street and retail brand Sapphire, in line with the brand’s innovative spirit, proudly launched their ‘Concept Store’ at The Emporium Mall in Lahore on 18th August 2016. With the launch of this store, Sapphire aims to provide an unmatched shopping experience to the consumers. Indeed, this ‘Concept Store’ is the biggest operational store at The Emporium Mall as designed by ‘Strata by Yousaf Shahbaz’ with unprecedented experiential features such as an in house café serving savories, tea, coffee and confectionery from ‘Delish for Sapphire’.
Sapphire has established the ‘Concept Store’ in line with retail practices in place at luxury brands outlets across the globe. The concept store also offers kids play area for a seamless retail experience for women and families alike.
The launch event was well attended by fashion industry stalwarts, celebrities and media personalities alike and featured a live music performance by Uzair Jaswal of Coke Studio fame. PR for the event was done by Lotus with photography by Pinhole Studio.
With this launch, Sapphire also revealed their coveted Cambric Collection 2016, available nationwide same day. Always spearheading high-street campaigns, the Sapphire team shot the Cambric Collection 2016 in the enthralling historical city of Jaipur, the gateway to India’s most flamboyant state, Rajasthan, capturing the true essence and timelessness of the ‘Pink City’. The picturesque and royal architecture of Amer Fort, ancient ruins, elephants and strong sub continental culture provided an inimitable backdrop to Sapphire’s Cambric Collection 2016.
Speaking about the store launch and cambric collection, Creative Director at Sapphire, Khadijah Shah has said; “The store’s 1300 square feet interior evokes a real sense of luxury and spaciousness. A succession of large white pavilions sets the rhythm of the interior, dividing it into different spaces; each dedicated to a different product type and also leading to a central fountain area, kids play gym and an in house café. Painterly murals clad with Sapphire’s signature fauna flora and birds, the fountain, arches and domes in the new concept store provide a dynamic yet relaxed setting of great visual impact; an amphitheater where the product is at the core. We are also proud to launch our Sapphire Cambric collection on the same day nationwide. With this collection we redefined our signature exploring the true essence of our identity. The idea was to create eclectic designs that translate into functional wardrobe and embody the evolution of our distinct aesthetics. Sapphire’s cambric collection offers an array of alluring hues inspired by the celebration of festivals. The team and I focused on creating new silhouettes that I believe give the sapphire woman an edge over others”.
Nabeel Abdullah, Director at Sapphire has said; “We are very proud to announce the launch of our third and biggest retail store at the Emporium Mall Lahore. The layout of the concept store reflects an innovative approach to interior design that puts Sapphire’s fashion at center stage. With our cambric collection launching nationwide on the same date we are extremely thrilled and hope for a great response from our patrons. We are very confident that the distinctive designs of our upcoming collection will be admired by our sapphire women. Additionally, having all the processes for the creation of our unstitched fabric under one roof enables us to present you with premium quality collections season after season.”
The Sapphire Team for the Rajasthan journey included the visionary creative director Khadijah Shah who also styled the shoot along with Mahnum Kabir, Head of Marketing Natasha Saleem and super model Rabia Butt. The photography and styling was done by the dynamic Nadir Firoz Khan, who captured the majestic landscape to perfection. For the ultimate impeccability, hair and makeup artist Indian Amanender Sidhu contributed in the Sapphire Cambric campaign in Jaipur.