the life

in style


the challenge

Bringing new urban living to Jeddah, Saudi Arabia with a home furnishing concept store designed to inspire fresh loft-style living.
Naming, branding and space design to all be taken care of by Slash.


the outcome

Opening in 2016, the Loft is a 40,000 square foot space in the heart of Jeddah, the first of its kind in Saudi Arabia. 


Having worked with the client on a number of projects previously it was still no small ask to create a concept, brand, and space from scratch.
With no similar high end designer furniture offerings existing in Saudi Arabia before Loft, a study of how to enter the market and present a modern lifestyle concept in a traditional culture was incredibly important.
Creating a brand that understood the culture and community it was part of while offering something fresh and more aligned with western tastes was as much about strategy as it was design.
Naming, full brand identity (Arabic and English), shop concept, space design, social media, and initial store inventory were handled by Slash with the key driver being simplicity and efficiency.


Space design provided a particular challenge with over 40,000 square feet laid out in an unconventional shape and containing a lot of structural pillars. 
The solution was formed around using those pillars to partition the store into different areas based around individual brands, increasing the need for a focused customer experience and in-store flow.

The entire design and build process took just under a year to complete and Loft still stands alone as an inspiring space and brand unlike anything else in the Saudi Arabian market.

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