Dolce & Gabbana is expanding its footprint in the Middle East by way of an entrepreneurial development strategy in Diriyah, the birthplace of Saudi Arabia. Partnering with Diriyah Company— a premium developer tasked with transforming the Kingdom’s ancient town into a global cultural destination— the Italian label is set to redefine luxury experiences with an innovative project situated in Riyadh, promising a fusion of retail, lavish hospitality, and immersive entertainment.
The strategic agreement lays the groundwork for an unprecedented “Brand Center” spanning over 2,000 square meters at Diriyah’s exciting new dining and leisure hub, Bujairi Terrace. This avant-garde space, slated to debut later this year, will offer visitors a holistic journey through the Dolce & Gabbana universe. From haute couture and fragrances to accessories and the brand’s iconic Casa collection, shoppers will be transported into the heart of D&G’s distinctive world. The space will also include a Dolce & Gabbana Café, where visitors can grab a boost in between shopping.
Additionally, Dolce & Gabbana will open a new boutique in VIA Riyadh, a luxury hub in the capital, in partnership with SELA, a company specializing in experiences, events, and destinations in Saudi Arabia. The boutique, crafted with locally-sourced materials, will boast modern elegance while honoring traditional aesthetics. It will offer a curated selection of ready-to-wear apparel and accessories for both men and women, along with dedicated spaces for beauty and Casa collections.
Dolce & Gabbana’s new development strategy aligns with the Diriyah Gate development– a $50 billion plan to revitalize this historical area to contribute 27 billion Saudi Riyals to the Kingdom’s GDP, generate 55,000 job opportunities, and attract 27 million visitors annually upon its completion in 2030.
The initial stages of the master plan, which is being overseen by Jerry Inzerillo, group CEO of the Diriyah Gate Development Authority, were unveiled in 2022, highlighting the At-Turaif UNESCO World Heritage Site. This segment features newly established galleries and museums that chronicle the rich history of Diriyah, where visitors can explore remnants of city walls, royal palaces, and mosques within this historical enclave.
Facing the At-Turaif site is Bujairi Terrace, a cluster of dining establishments crafted in the traditional Najdi mud-brick architectural style. These venues offer a variety of culinary experiences, including local eateries serving premium Saudi cuisine, alongside internationally renowned restaurants such as Angelina, COVA, and Sarabeth’s.
The goal is to create a world class cultural hub in the heart of the Kingdom, which includes the opening of new hotels and resorts, including properties by renowned brands such as Ritz-Carlton, Park Hyatt and Raffles, alongside museums, cultural attractions, and more than 400 luxury and lifestyle outlets. By aligning with the ambitious Diriyah Gate development, Dolce & Gabbana is not only tapping into the burgeoning luxury market in Riyadh but also positioning itself as a key player in shaping the future of cultural and retail experiences in the Kingdom.
