The project sees Gemaee stepping off the screen and into a physical space, translating the values it has built online, trust, authenticity and a more considered approach to consumption, into a retail environment guests can actually walk through. The platform plants a tree with every purchase, folding a small environmental gesture into every transaction and treating resale as something closer to a cultural shift than a straightforward sales model, one aimed at making luxury fashion more sustainable and less wasteful over time. Led by Safiya Mehbaliyeva and Derya Aktan, the new store marks more than another opening on Dubai’s retail map. It’s a look at what a more thoughtful, longevity-driven version of luxury retail might actually look like. – For more on luxury lifestyle, news, fashion and beauty follow Emirates Woman on Facebook and InstagramImages: Supplied & Feature image: Supplied