Dubai: What sprang from simple ideas have now opened up endless opportunities for a group of local start-up entrepreneurs showcasing their fashionable collections and creative talents at Market Outside The Box (OTB) in Burj Park, Downtown Dubai.
In stalls set up just across the dancing fountains, beneath Dubai’s tallest tower and abuzz with music and entertainment for visitors of all ages, ambitious designers are attracting DSF shoppers to their unique trendy concepts.
The third edition of OTB, that runs until January 30, is one of the major magnets in the Dubai Shopping Festival this year.
From colourful, macaroon-inspired products appealing to even the little ones to artistic illustrations specifically designed for classic streetwear, the novel enterprise has become a meeting point for a cross-segment of festival shoppers.
The OTB is proving to be a great showcase for home-grown talent to promote their emerging brands.
Merchandise up for grabs from over 80 local and regional retailers this year, that is not found in conventional retail venues, include hand-made jewellery, fashion for men, women, kids, and even pets, vintage accessories and home furniture with a twist.
As a backdrop to this array of creativity is an entertainment stage that brings new and international bands to entertain the crowds.
Shoppers navigate their way around the stalls, some accompanied by their pets, kids play on their scooters while others try out nibbles at the colourful food trucks. Some decide to settle on bean bags and just enjoy the carnival-like atmosphere.
Emirati Reem Abdullah and her Croatian partner Andrea Ercegovic’s brand Vesmasina brings art to classic street wear. “We have seen a great response so far from people of all ages,” said Abdullah. “The idea of wearable art is new here so we wanted something that sets us apart.”
At a near-by stall, Mona Fares, another emerging designer who has already established a regional presence with her brand, Neon Edge, is selling her latest collection of vibrant-looking capes, sweaters, and kimono-inspired abayas with hand-made embroidery.
“My designs are for everyone. Europeans like the abaya-cape idea [as a style statement] while Arabs and Asians wear it as a trendy cover-up. I like being involved in pop-up retailing apart from my online shop because it gets us out there.”
‘Pop up’ retailing, where startup brands only set up shop during community events, is catching on in Dubai — and OTB is making a name for itself.
Famous for framing burqas and bringing Emirati traditions alive with burqa art on clothing is Heyam Hassan with her Satami brand. She also brings phrases in local dialects on stylish-looking shirts and sells patterned kimonos used like abayas. Expats and Emiratis have been her top consumers. “Many expats living here appreciate our culture and are interested in the concepts I’ve presented. Emiratis and other GCC visitors feel like the burqa reminds them of their grandmothers and great-grandmothers since they don’t wear it any more.”
Hassan stocks her products regionally as well, but feels DSF has mostly helped her in opening her market further. “Dubai is becoming the land of opportunity for up and coming designers.”
Another new feature at OTB is a Talk Box under a tent with inspirational speakers and influencers giving insights and sharing their knowledge and tips with visitors. Visitors can also join the sports sessions every day.
Laila Mohammad Suhail, CEO of Dubai Festivals and Retail Establishment, said the growth of fashion events in Dubai has helped position the emirate as an international fashion capital.
“Market OTB gives impetus to emerging fashion brands by connecting them with the right kind of audiences and increasing their visibility that could get them the desired sponsors and other start-up support,” she said.
BOX:
Who: Market Outside the Box
Where: Downtown, Burj Park
Timings: Open until January 30, from 4pm to 10pm on weekdays, and from 10am to 10pm on weekends
