Fashion

What Comes After a Decade of Luxury Experience? Reda Keddaji on the Future of Tryano

BYYassine Hariss

December 10, 2025

Tryano has stood as one of Abu Dhabi’s epicentres for luxury shopping for the past 10-years, reshaping how it is experienced in the UAE capital. Since 2015, the department store, situated in Yas Mall, has grown from a concept to a curated ecosystem featuring over 350 international and regional brands across fashion, beauty, lifestyle, and gifting. This transformation, which can largely be credited to General Manager Reda Keddaji, comes from a simple but sharp belief: that luxury today isn’t just about what you buy, but how you feel.

As Tryano enters its second decade, larger questions naturally begin to surface: how does one create depth in a high-traffic environment, how do you champion local creativity within such a global framework, and how do you nurture longevity in a culture obsessed with speed and ephemerality?

View this post on Instagram

A post shared by TRYANO (@tryanostore)

Below, a quick Q&A with Keddaji on growth, community, and the risks he’s willing to take as Tryano steps into its next chapter.

First things first, happy birthday! Could you tell us how Tryano has evolved over the past 10-years, and what this milestone represents for you as its head?

Reda Keddaji: Thank you. Celebrating ten years of Tryano is a moment of pride and reflection. Over the past decade, Tryano has evolved from a store with just three categories to a destination that brings together international and local brands, promotes emerging designers, and creates meaningful experiences for our community. This milestone represents not only our growth and achievements but also the trust and connection we have built with our customers, partners, and the city of Abu Dhabi. It inspires us to continue shaping a luxury retail experience that is innovative, culturally relevant, and deeply rooted in community.

Tryano hosts over 350 brands. With so much on offer, what does curation look like to you beyond simply having good taste?

RK: Curation at Tryano is about purpose and connection, not just taste. It means selecting brands and experiences that are relevant and meaningful to our community, leveraging the deep relationships our teams have with customers to ensure every visit feels intentional and engaging.

How do you strike the right balance between international established labels and up-and-coming brands? How much space do local labels take?

RK: For us, the added value lies in our deep connection with the community. Our teams engage closely with customers, listening to their feedback and anticipating trends while staying exposed to the global market. International labels bring prestige and perspective, while up-and-coming and local brands add creativity and authenticity. Local labels hold a growing and significant presence at Tryano, and we are committed to giving them the space and platform they deserve, ensuring our customers discover unique stories alongside iconic names.

Community is a big part of your vision too. What does belonging look like inside a luxury environment that’s traditionally known for being quite exclusionary?

RK: Belonging at Tryano means creating an environment where everyone feels welcomed, valued, and connected. We also question the traditional definition of luxury today, it is less about exclusivity and more about meaningful connections, time with loved ones, personal well-being, and longevity. By blending aspiration with cultural relevance, our space becomes a destination where community, creativity, and luxury come together in a way that feels personal and inspiring.

You operate in a mall environment, yet speak about emotion and discovery. How do you create intimacy in such a high-traffic space?

RK: Creating intimacy in a high-traffic mall environment comes down to thoughtful experiences and genuine connections. Our teams build deep relationships with customers, understanding their preferences and anticipating their needs. We design spaces, activations, and services that invite discovery, personalization, and cultural relevance, ensuring that every visitor leaves Tryano with a meaningful and memorable moment whether they buy or not, that is not what matters.In a market obsessed with “newness” and “trends” how do you build something with longevity?

What part of this new chapter feels most urgent for you to get right?

RK: On a personal level, what feels most urgent for me is getting the cultural relevance right. Being deeply rooted in all aspects of the culture, it is important that every experience, activation, and detail reflects thoughtfulness and authenticity, so our customers feel that there has been a deliberate process behind it. As an Arab, it matters to me that people from the region feel understood, valued, and represented. Tryano has the ambition to be a cultural retail ambassador, especially as Abu Dhabi emerges as a new hub for luxury and culture, and ensuring this connection is authentic and meaningful is my top priority.

Ten years in, what’s the one thing you want Tryano’s next decade to stand for and what are you willing to risk to get there?

RK: In the next decade, I want Tryano to stand for meaningful connections between brands, culture, and our community. We want to be more than a luxury destination; we want to inspire, engage, and create experiences that resonate emotionally. To achieve this, I am willing to take risks on innovation, on giving local and emerging talent a platform, and on initiatives that challenge traditional notions of luxury, because the reward is building a space that truly reflects creativity, culture, and community.

What Comes After a Decade of Luxury Experience? Reda Keddaji on the Future of Tryano

Suggestions

Articles

Topics

What Comes After a Decade of Luxury Experience? Reda Keddaji on the Future of Tryano

Related Stories

More From Fashion

Suggestions

Articles

Topics

Newsletter

The only newsletter you won't unsubscribe from

Follow Us