Dolce&Gabbana
Digital Customer Experience Design in Luxury: M-Cube & Dolce&Gabbana in Diriyah
The evolution of digital customer experience design in luxury is transforming how brands engage with their customers. High-end boutiques no longer focus solely on aesthetics—they now require seamless digital integration to enhance the in-store journey. For the Dolce&Gabbana flagship in Diriyah, M-Cube took part from the earliest concept phase. The team designed and installed bespoke LED displays, ensuring that digital elements blended harmoniously with the boutique’s refined architecture. By working from the start, M-Cube successfully combined technology and luxury, elevating the shopping experience while preserving the brand’s iconic elegance.
About the Dolce&Gabbana Boutique in Riyadh
Located in Diriyah, Saudi Arabia, this new boutique plays a key role in Bujairi Terrace, a high-end shopping destination developed under Saudi Arabia’s Vision 2030 programme. As the largest Dolce&Gabbana boutique in the Gulf region, it marks a significant milestone in luxury retail. The store delivers an immersive experience, featuring exclusive fashion collections, jewellery, fragrances, and a dedicated Dolce&Gabbana Café, the first of its kind in the area. Additionally, this project forms part of a broader strategy, which includes an upcoming Dolce&Gabbana hospitality concept, further expanding the brand’s presence in the high-end lifestyle sector.
The Challenge: Integrating Digital Solutions from the Initial Design Phase
M-Cube contributed from the early stages of the project, designing and integrating digital elements into the store concept. The boutique’s circular design presented a unique challenge, requiring custom-engineered digital solutions that complemented its curved architecture while maintaining the refined aesthetic. Successfully integrating LED displays into such a distinctive structure required precise planning, technical expertise, and continuous collaboration with the entire project team.
Managing the complex logistics of a large-scale installation in Saudi Arabia posed another major challenge. M-Cube coordinated with local partners, ensured compliance with architectural constraints, and responded to last-minute modifications. Thanks to its expertise, the team efficiently handled these changes while keeping the project on schedule.
M-Cube’s Digital Customer Experience Design in Luxury
M-Cube designed, engineered, and installed custom LED solutions to create an immersive brand experience. From the boutique entrance to the central areas, digital elements enhanced Dolce&Gabbana’s visual storytelling and elevated the in-store atmosphere.
A key feature of the project was the seamless incorporation of digital content into the boutique’s environment. High-resolution screens appeared in strategic locations, including a series of curved LED walls designed to follow the store’s architectural flow. Additionally, a multi-sided LED column display maximised visibility and engagement. Every element is connected to a real-time content management system, enabling Dolce&Gabbana to adapt its digital messaging dynamically.
M-Cube provided high-end LED walls with a 1.9mm pixel pitch, ensuring ultra-high-definition content that elevates the customer experience. The bespoke LED solutions adapted perfectly to the store’s unique layout, including:
- Three curved LED walls with dimensions:
- 1250×4250 mm
- 2000×4250 mm
- 4250×4250 mm
- A four-sided LED column display, each side measuring 1000×3500 mm
- A dynamic content management system for seamless real-time updates
At the boutique entrance, LED walls immediately immerse customers in the Dolce&Gabbana world, displaying high-definition visuals and campaign content. Inside, custom LED column installations complement the store’s refined aesthetic, creating an engaging and luxurious shopping experience.
From the start, M-Cube collaborated closely with Dolce&Gabbana’s design team and the general contractor. This strong partnership ensured that every aspect of the digital customer experience design in luxury aligned perfectly with the boutique’s sophisticated identity. The team managed everything, from technical consultancy and structural coordination to the final installation, delivering a flawless result.
Client Feedback: A Strategic Partnership for Innovation
Luca Violato, Stores & Properties at Dolce&Gabbana, highlighted the impact of M-Cube’s work on the project:
“M-Cube engineered, supplied, and installed all LED walls in our Diriyah boutique. Their team also managed the complex logistics of Saudi Arabia with great efficiency. They were highly proactive, ensuring smooth execution despite the challenges of last-minute modifications.”
By overseeing the entire digital customer experience design in luxury from concept to execution, M-Cube helped Dolce&Gabbana create an innovative and immersive shopping environment. The result is a boutique where digital technology enhances the brand’s presence while maintaining its luxurious atmosphere.
Transform Your Luxury Retail Space with M-Cube
M-Cube specialises in designing bespoke digital experiences for high-end brands. Its expertise in luxury digital integration, from concept development to installation, ensures that every element aligns with a brand’s identity. Whether it’s immersive LED displays, interactive content, or seamless digital storytelling, M-Cube provides solutions that increase customer engagement while maintaining the sophistication of luxury retail.
Redefine your boutique with innovative digital experiences. Contact M-Cube today to bring your vision to life.
