MASSIMO DUTTI
NOV 2025
For Massimo Dutti’s landmark 40-year celebration, we brought the brand’s leather heritage to life through a refined pop-up installation at Jossa, Alserkal Avenue, unveiled during Dubai Design Week. In collaboration with our friends at Mambo Creatives in Madrid, we crafted an experience that paid homage to Massimo Dutti’s most defining material—leather—presented through a contemporary lens. The space invited guests into a dialogue between softness and structure, pairing the warmth and flexibility of leather with the sculptural cement works of Emirati designer Omar Al Gurg, co- curator of the installation.From spatial storytelling to guest flow and atmosphere, we shaped an intimate preview evening where archival pieces, imagery, and Al Gurg’s spatial intervention revealed leather as the brand’s essential language—celebrating legacy, craft, and a new chapter of modern design.
