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Founded by fraternal entrepreneurs Nohman and Rizwan Ahmed, and currently also run with Irwan, another sibling, Presentedby is shifting gear to increase their global footprint. The London-based consignment store is known to feature a tightly curated range of coveted sneakers, and this year it has already expanded to Paris with a shop-in-shop at plush department store Le Bon Marché, but its very latest venture is a new outpost in a city not immediately associated with sneaker culture, but luxury fashion: Dubai. But then again, sneakers have become equally coveted trophies, so it’s a well-considered destination after all. The shop-in-shop is fittingly situated on the premises of Level Shoes, an expansive 96,000 sq.ft. (8,917 sqm.) designer shoe paradise at The Dubai Mall. The interior design, created by External Reference, an architecture practice based in Barcelona and Moscow, has a futuristic look and feel, and unsurprisingly, embeds nifty hi-tech. Occupying a 132 sqm. (1,421 sq.ft.) unit on the ground floor, the Presentedby shop-in-shop features two funnel-shaped entrances, separated by display booth which can be accessed only on the inside.

Both entrances are encapsulated by large LED screens depicting a a rotation of dynamic imagery. When advancing further, shoppers encounter 3D-printed lattice walls, inspired by the technologies and 3D parameters used by all fashion brands to produce sneakers nowadays. A recurring feature of the Presentedby stores is to display the sneakers diagonally, enabling a complete view of the collections from multiple points of view. These wall also features impressive projections that can be programmed to be on and off when needed. Interestingly, the shelving is printed using an advanced polymer integrating wearepure, a 100% natural mineral compound, which mineralises primary greenhouse gases (CO² and NOx) and reduce volatile organic compounds, and as such, the retail space is able to absorb 38kg of CO² per year. The semi-circular retail space features a sales counter area, with illuminated lockers as a backdrop, an apparel area brimming with streetwear, accessories, fitting rooms and a claw machine, and an experience room. It’s set up like a gallery, presenting a collection of the most exclusive trainers, and also features a spectacular holographic and projections show. Mind you, yet another Presentedby outpost is already in the making in Mexico City.

Designed by External Reference
Images © Presentedby

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