+ A
A -
Satyendra Pathak
Doha
The much-awaited ultra-luxury shopping destination, Al Hazm, is all set for grand opening by the end of October this year, its top official has said.
Talking to mediapersons during an exclusive tour of the Italian-inspired luxury hub, Al Hazm CEO Mohammed al Emadi said the initial response from the visitors has been quite encouraging, ever since it made a soft opening in the first week of this month.
"My idea was to build something unique in Qatar that catches the fancy of the region's ultra wealthy. We have seen a number of local and regional high-net individuals visiting Al Hazm in the first two weeks of its partial opening," he disclosed.
"Currently, we are taking feedback from visitors so that we sort out all issues concerning their comfort before the grand opening in October," Emadi said.
For now, Emadi said, only a few cafes are open daily from 5pm to midnight.
"Seating for these eateries is mostly in a central grass-landscaped area, surrounded by more than two dozen olive trees imported from Italy and Spain, some of which are up to 500 years old," Emadi said.
"We have a cooling technology in place that will keep the open space cool even during peak summer," he said.
More outlets will be opening in the coming months, he said, adding that the entire development will have 100 outlets once it is fully operational.
"Our aim is to set Al Hazm as a new standard of ultra-luxury destination with the highest tier of fashion consumers as its target market. We don't want to take any chances. We just want to be perfect before it opens fully for public," he said.
Costing more than QR3 billion to its developer Al Emadi Enterprises, the interior of the Al Hazm features carved marble arches, pillars, and special slabs of marble similar to the ones in the holy city Mecca.
"Rare marbles have been used to keep floor temperatures at a comfortable 20 degrees throughout the entire summer period. The Thassos marble used for the outdoor floor is from Greece and these marbles reflect the sunlight and keep the temperature stabilised throughout the day. Even during peak summer, one can walk barefoot on the floors easily," Emadi said.
To build the monumental structure, Emadi said,"we imported original Tuscan marble from Italy and stones from Palestine. The marble and stones were treated by 500 carvers especially flown in from a remote village in Rajasthan, India."
"It took us more than eight years to build all seven structures as part of Al Hazm. People always questioned as to why it took us so long to complete the project. Now the answer is for everyone to see. We want Al Hazm to be an iconic destination in the Middle East region," he stressed.
More than the business, Emadi said, Al Hazm is about having an architectural masterpiece in the heart of Doha.
"We want Al Hazm to be known as 'The Destination' in Qatar. This is the reason why Al Hazm is not designed to duplicate any other structure in the world," Emadi revealed.
Al Hazm differs greatly from other shopping centers being opened in the country, Emadi said, adding that it is particularly aimed at capturing the market segment that traditionally travels to Europe to buy high-end fashion products.
"Qataris, in particular, are well recognised as having a particularly sophisticated taste for fashion and luxury goods."
Considering their taste and desire for the most upmarket and premium luxury clothing and fashion products, he said, Qataris traditionally fly to Italy, Paris, or London to get such merchandise.
"We have developed Al Hazm to cater to these customers. It is designed to reinvigorate the shopping experience and model ultra luxury from the moment a customer walks through the door until the moment they exit," Emadi said.
A senior official of Al Emadi Enterprises said the company contracted more than 15 architects to design the building. Many of Al Hazm's features mirror those of Italy's Galleria Vittorio Emanuele II, one of the world's oldest shopping malls.
Meaning"natural hill" in Qatari dialect, Al Hazm is perched atop a hill on Al Markhiya Street with vantage points overlooking Doha's West Bay area.
Unlike Qatar's other main malls, the official said, most of the retailers are not household names or popular franchises."Instead, they have been hand-picked from other countries.
Looking to ensure a well-rounded experience for shoppers, Al Hazm will offer a uniquely designed gourmet food selection. It will host a fresh market with organic produce imported from across the world with foods not native to Doha, and delicacies that cannot be found in neighbouring supermarkets or even boutique offerings.
Moreover, Al Hazm is all set to exude the Italian feel as it will double up as an art gallery.
"Al Hazm will set a new standard of luxury shopping to the Middle East that will certainly set Qatar apart as a top shopping destination," Emadi concluded.
