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If you’re searching for vibrancy to enter your space, you’re in luck. The striking luxury books and gifts brand, Assouline, has just launched in THAT Concept Store. On the top floor of the design hub lives a corner of undeniable taste. With a warm red bouncing of the walls, and opulent books lining its tables.
The book publisher’s Chief of Operations, Alex Assouline, seems to glide through the space, carrying an aura of luxury with ease. As what he’s spearheaded, creatively and strategically, swirls around him he speaks to us about his family’s culture and lifestyle brand.
Assouline interacting with Middle East Culture
“We’re super excited to relaunch our branded concept here,” he smiles, sitting down with GRAZIA at the launch. “We’re starting to do a lot of new publications on the region, we’ve had a lot of demands actually to opening a branded space and to be able to showcase all of them.”
And the demand in this region only continues its incline. He elaborates on the 18 publication collection Assouline released on the Kingdom of Saudi Arabia, revealing its pockets of treasures through premier artists and photographers. And confirms that more is in the works for the UAE.
Why THAT Concept Store?
For him, it was all about the curation of the space.
“We think there is great alignment because of the aspect of the curation,” he explains. There’s no doubt the power of careful and refined selection is important to the Assouline name. Similarly, THAT Concept Store recognizes that value while incorporating “the aspect of discovery.”
“We fit perfectly because this is our ethos, this is what we’re about. It’s the right curation on the luxury level,” he adds.
THE Global expansion of assouline
Alex didn’t just find himself here. He has been indispensable in the digital expansion of the brand and has worked his way up executive managerial positions, post earning his Columbia University executive-education degree. “I’ve been taking care of every department one be one,” he explains. “And just the path forward in terms of branding and strategy, so where do we develop, what sector do we develop in, what product categories we’re going to have, or services or even hospitality concepts.”
With no intention of slowing down, Alex remains focused on the business side. Overseeing a system of key departments from marketing and communication to wholesale and logistics. He demonstrates his unfaltering to strategically elevating the brand in a plethora of sectors.
“It’s a very amazing way of working especially in a family business, working with my parents who handle the creative side and an amazing team.”
Make sure to head on over to THAT Concept Store at MOE for a glimpse of the worlds most coveted cities, through the lens of Assouline.
