Universal Design Studio has just completed the latest design of the new Azza Fahmy boutique in London. The Egyptian jeweler nods to its heritage and also to its location in the city, known for its historic traditional Arabic craftsmanship. Her London boutique previously took place at a smaller unit in the Burlington Arcade.

The team integrates elements that honor the historical character of the space, including the curved windows. Design director at Universal Design Studio and leader of this project, Suzanne Gaballa, speaks on the concept, “Azza Fahmy doesn’t operate in the same way as other luxury brands. There’s a real focus on celebrating craft processes that are informed by a research-based methodology based on decades of Egyptian heritage and storytelling.”

Image Credit: Ben Anders