Villa Moda
Villa Moda Damascus
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Project details
Camron has been working with Sheikh Majed Al Sabah since he launched Villa Moda Kuwait in 2002. Villa Moda Dubai was then launched in November 2003. In January 2006 we began preparations to launch Villa Moda Damascus.
Smaller than the other Villa Moda incarnations in Kuwait or Dubai, Villa Moda Damascus does not offer any shop-in shops or free-standing brands. Instead the focus is on an eclectic edit that will include Prada, Miu Miu, Chloé, Dior, Salvatore Ferragamo, Marni, Etro, Dolce&Gabbana, Valentino, Missoni, Dries Van Noten and Burberry. Mixed up with some of the world’s most desirable brands will be a small, beautifully judged selection of Syrian antiques, jewellery and locally made garments in lustrous silks.
Throughout the store, contemporary furniture in lozenge–bright colours by designers such as Marc Newson, Capellini, Marcel Wanders and Frank Gehry lounge along side antique Syrian mother of pearl encrusted cupboards and chests of drawers, all individually sourced by Sheikh Majed himself. While the furniture is used for merchandising it will also be available for sale, resulting in continually evolving interiors.
Our brief was to invite key fashion, travel and interiors press from the US, UK, Europe and the Middle East. The launch weekend kicked off on the Friday with a cocktail party at Villa Moda followed by a traditional Syrian dinner. On the Saturday, a top ten tour was arranged followed by a dinner in a private Damascas residence. Guests then had the option of a day trip Palmyra on the Sunday or shopping in the souks!
In total, over 50 press and opinion formers descended on Damascus for an unforgettable weekend experience. Publications that attended included: New York Times Style, Elle US, Singapore Times, Vogue, Sunday Times Style, Guardian Weekend, Wallpaper, GQ, Art Review, Surface, Vogue Italy, Vanity Fair, Vogue Russia, Cassamic and MF Fashion.