1. favourite getaway
amongst tourists from
the Arabian Peninsula,
the British capital has
long been attracting
generations of well-
heeled Middle Easterners in search of a welcome
respite from the Gulf’s sweltering summers.
Despite a profusion of designer boutiques and
high street outlets, Harrods remains the go-to
destination for Arab visitors in search of a luxury
fix. Recently, the storied London department
store has regained its lustre amongst a new
generation of young shoppers from the Middle
East, who are flocking to Knightsbridge to
experience Harrods’ transformation thanks to
its Qatari owners.
It has been three years since the investment
fund Qatar Holding, a subsidiary of Qatar
Investment Authority, purchased the famous
department store for a cool QR6.2 billion from
its previous owner, Egyptian businessman
Mohamed Al Fayed. In its quest to turn Harrods
into a global luxury brand, the new owner set
about injecting a further QR703 million into its
refurbishment.
Founded in 1840, it occupies a five-acre site,
making it the largest department store in Europe;
one whose famous clientele included bold faced
names such as Charlie Chaplin, Oscar Wilde,
Sigmund Freud and Gertrude Lawrence. Yet it
also stood out from its competitors for its unique
approach to showcasing luxury. Where other
stores had fur or ready-to-wear departments,
Harrods was known for its luxuriously appointed
Rooms, the most legendary of which was the
French Room. Opened in the 1950s, it provided
a rarefied atmosphere where clients could discover
the latest offerings from the Paris couture houses.
Today the French Room has morphed into
a showcase of coveted designers, taking up
most of the store’s first floor. In addition to an
influx of new labels such as Carven, Tom Ford,
Manolo Blahnik and Alexander Wang, the
store’s Beauty Apothecary, Designer Accessory
Room, and Fine Watch Room have all been
updated for the 21st century. This new
direction also includes showcasing the designs
of fashion talent from the Middle East, such as
the Doha-based label Toujouri.
Harrods’ dramatic overhaul in the last few
years has some industry insiders whispering
that it may regain its Royal Appointment from
the British monarchy in the not too distant
future. Qatari touches are also being quietly
developed at the luxury emporium to appeal
directly to shoppers from the Gulf, such as an
in-house booking desk for Qatar Airlines.
“We’d like to think we can offer Qataris
a home from home, as we’re seeing a lot more
visitors from Qatar and the rest of the Middle
East,” notes Katharine Witty, the store’s group
director of corporate affairs.
Amongst its most recent additions is In-Q,
an innovative retail experience in the form of
a store and café that offers an intriguing
concept in cultural diplomacy. The first
overseas retail outpost of its kind to be
commissioned by the Qatar Museums
Authority (QMA), it transports the Emirate’s
arts and cultural scene to London through
a rotating selection of books, crafts and art, in
addition to a collection of beautifully tailored
kaftans and jewellery sourced from Doha.
“Reflecting Qatar’s emergence as a cultural hub
in the region, the store’s aim is to offer
individuals a taste of Qatari culture,” says
Mansoor Al Khater, QMA’s CEO, who notes
that In-Q’s constantly changing selection of
merchandise reflects current exhibitions taking
place at Doha’s Museum of Islamic Art (MIA),
the Mathaf: Arab Museum of Modern Art, as
well as cultural events taking place in Qatar
throughout the year.
Since its discreet opening last year on Harrods’
second floor, In-Q has established itself as
a creative incubator promoting cross-cultural
dialogue through specially commissioned art
and design pieces. Browsing its offerings, one
will find paper fans sporting colourful patterns
signed by Damien Hirst, the artist whose first
major retrospective at the Tate Modern was
underwritten by Qatar’s royal family. Also on
display are chic tote bags by Anya Hindmarch,
featuring the designer’s sketches of Doha’s
monuments. Last year, the Qatar Luxury
Group purchased a stake in the British handbag
label, the latest acquisition amongst a string of
high profile luxury brands.
A multi-sensory experience, In-Q’s intimate
café, allows visitors to discover the tastes and
smells associated with Qatari hospitality.
Beginning with the fragrant scent of cardamom
the moment one steps off the escalator, the café
offers a unique Arabian twist on afternoon tea.
Patrons are served Arabic coffee in delicate
Capital
gainsA Qatari outpost lands in London’s Knightsbridge
Words by Alex Aubry
42|Harper’s BAZAAR Arabia Qatar Special Harper’s BAZAAR Arabia Qatar Special |43
porcelain cups from traditional dallahs
or coffee pots, while three-tier platters come
laden with jewel-like confections made from
Qatar’s signature ingredient, the plump
Medjool date. Once reserved for royalty in
Qatar, the menu includes versions filled with
marzipan or simply served fresh with delicious
dipping sauces.
To make In-Q a reality, Qatar’s royal family
tapped GP Studio, a London-based design
firm whose client list includes Alexander
McQueen, Asprey and Mulberry. Working
closely with Sheikha Jawaher bint Abdulaziz
al-Thani, QMA’s director of creative design,
and Yaffa Assouline, the publisher and luxury
consultant, their brief was to create a space
reflecting ‘the cultural essence of Qatar’. “This
project was unique in that we were essentially
creating a brand around a country,” observes
Gregor Jackson, GP Studio’s award-winning
designer and founding partner.
“In addition to researching Qatari culture
and listening to our client, we were able to
spend time in Doha as well, where we were
particularly inspired by the MIA’s collection
and stunning architecture by IM Pei. We also
focusedondetailsandtraditionsforinspiration,
such as the dallahs, or Arabic coffee pots which
feature prominently in the café’s design,” adds
Gregor, who has also worked on projects
in Kuwait, Abu Dhabi, Dubai and Saudi
Arabia. “The meshing of tradition and
modernity was an important theme throughout
the project. We wanted to capture both historic
and cultural references, while presenting
a progressively modern and forward thinking
image of Qatar,” notes Gregor, whose firm also
designed In-Q’s distinctive logo and packaging.
Continuing its mission to collaborate with
cutting edge design talent, QMA recently
commissioned Elemental Design, the
London-based retail-design firm, to create
a contemporary version of a traditional Qatari
souk adjacent to In-Q. “For the project QMA
flew us to Doha, where we stayed at the Al
Najada boutique hotel in Souq Waqif,” says
Gary Porter, who founded Elemental Design
in 1991. While visiting the souk, the designer
and his team handpicked artefacts representing
Qatari culture, which, back at their London
workshop, were painted in the same shade of
satin maroon as Qatar’s flag. Displayed in
arched niches backed by gold-tinted mirrors,
the result is a surreal installation of camels,
lanterns, and incense burners that present
a witty take on Qatari heritage.
Known for creating whimsical window
displays for luxury labels such as Balenciaga,
Dior and Fendi, Elemental Design was also
asked to create an installation for In-Q in one
of Harrods’ shop windows along busy
Brompton Road.
“The initial idea for the design came from a
mirrored tile ceiling in a restaurant we’d visited
in Doha,” recalls Gary, who had also created
the furniture and fittings for MIA’s gift shop.
Designed to invite passers-by to visit In-Q’s
store and café, the completed window display
features a highly-polished gold faceted panel,
which comes to life at night as it magically
reflects a kaleidoscope of arabesques onto the
pavement of Knightsbridge below, visually
merging the worlds of Qatar and England’s
cultural capital.
“The store’s aim is to offer
a taste of Qatari culture”
mansoor al khater, CEO Of QMA
Arabic coffee
pot and cups on
display at In-Q
Products on sale are all
inspired by the cultural
essence of Qatar
The Qatar-inspired
camel installation
The In-Q window
display at Harrods
designed by Elemental
A
Gregor Jackson,
founding partner
designer of
GP Studios
newsThe
In-Q’s retail space at
Harrods in London
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7the culture hub