Ounass has officially launched Ounass Stage, a new physical retail and cultural concept space in Dubai.
The space operates as a modular, evolving environment where global brands can temporarily “reside” and create immersive physical experiences.
The inaugural Ounass Stage activation is led by Aimé Leon Dore.
Ounass launches Ounass Stage in Dubai with a six-month Aimé Leon Dore takeover, introducing a new rotating experiential retail concept.
Dubai-based luxury e-commerce platform Ounass has officially launched Ounass Stage, a new physical retail and cultural concept space on Al Wasl, Dubai, designed for immersive brand activations, rotating installations, and temporary experiential retail takeovers. The debut of the space is marked by a six-month takeover by New York fashion label Aimé Leon Dore, bringing the brand’s full lifestyle universe to the Middle East for the first time.
Ounass Stage is a new experiential retail and cultural concept space that moves beyond the traditional store format. Instead of fixed retail, the space operates as a modular, evolving environment where global brands can temporarily “reside” and create immersive physical experiences. Each activation transforms the layout, design, and atmosphere of the venue, allowing every brand takeover to deliver a completely new retail and cultural environment.
The concept reflects Ounass’s broader strategy to evolve from a digital-first luxury retailer into a hybrid platform combining luxury e-commerce, physical retail experiences, and cultural and brand-driven activations.
The inaugural Ounass Stage activation is led by Aimé Leon Dore, which has created an immersive installation inspired by its flagship retail environments in New York and London. The Dubai space features the brand’s seasonal collection, curated art installations, a display of a Porsche 911SC, and Café Leon Dore.
This experience will run for approximately six months. After this period, Ounass Stage is expected to transition into a new brand collaboration or cultural activation, continuing its rotating format.
Ounass, which was launched in 2016 as a digital-first luxury platform, has increasingly used curated activations and exclusive collaborations to engage customers across the Gulf region. And Ounass Stage marks a shift toward experiential retail, turning shopping into a constantly changing cultural experience. Its debut with Aimé Leon Dore sets the tone for future brand takeovers, positioning Dubai as a hub for immersive, temporary luxury activations.
Where: Ounass Stage, Al Wasl Road, Dubai
When: Monday to Thursday, 10am to 10pm, Friday to Sunday, 10am to 12am.
Contact: https://www.ounass.ae/