High jewellery label founder Valérie Messika celebrated her namesake label’s 10th year in the United Arab Emirates with an epic takeover of the Burj Khalifa building. The electrifying celebration took place in the evening of Monday the 24th when Maison Messika lit up the night sky while playing its latest video campaign on the exterior of the world’s tallest building. The brand’s 2022 campaign starred supermodel Kendall Jenner and aimed to tease the brand’s latest collection, but that wasn’t the only new development that the brand was celebrating.
After 10 fruitful years in the UAE, Messika is opening the doors to a brand new flagship boutique in the Grand Atrium of The Dubai Mall in Downtown Dubai. Its grand opening marks Messika’s third boutique in Dubai and its 14th in the UAE and is a testament to the high jewellery brand’s foreseeable future in the region. To commemorate this future further and pay tribute to its next decade in the UAE, Messika showcased its stunning Burj Khalifa takeover in front of its regional business partner, Ahmed Seddiqui & Sons. This monumental night was a full-circle moment for the French high jewellery brand, whose first storefront in the region, Downtown Dubai by Emaar, was lit up the brand activation.
There are huge expectations for the new flagship store after a celebration of this scale, and Maison Messika delivers. Visitors of the store receive the luxury experience from start to finish while soaking in the house’s disruptive aesthetic. Not only does its interior capture the slightly subversive ethos of the luxury brand with its modern-meets-traditional style, but it also maintains the standard accruements of a high-end retail destination. For example, visitors can shop from a plentiful selection of high jewellery within the private VIP room while enjoying in-house refreshments. It hosts a range of jewellery lines to select from, including the brand’s signature collections, bridal jewellery, and special edition jewellery curated specifically for the store. Standout collections in the flagship include lines like the label’s UAE 50 Lucky Move line, which was made to celebrate the UAE’s golden jubilee. With its glamourous storefront and exceptional inventory, the new Messika flagship fits in perfectly with the luxurious landscape of Downtown Dubai and has made its homecoming party one to remember with the Burj Khalifa takeover. We can’t wait to see what’s next for the French high-jewellery brand.