Identity & Craft
The brand is carried by the architectural details and the materials. A mashrabiya screen uses the Send Location logo as its repeating module; its geometry recalls the UFC’s octagonal cage, and it filters light and views across the store. Behind the reception counter, a neon calligraphy artwork spelling “Alhamdulillah” in Arabic, developed in collaboration with Palestinian Jordanian calligrapher Muthanna Hussein, is set against black striated sintered stone panels.
Experience & Use
Beyond shopping, integrated audiovisual systems and adaptable seating allow the space to host podcasts, live recordings, product launches and community gatherings.
Absorbing the two existing columns into the design keeps the majlis at the heart of the project while using the footprint efficiently. Toward the rear of the store, a private fitting lounge and a merchandise wall form quieter zones that stay in view of the main space.
Materiality & Atmosphere
The materials are tactile and hard-wearing. Marmorino-rendered walls establish a textured architectural backdrop, paired with polished olive-toned finishes. Faux fur upholstery, inspired by the traditional papakha hat, brings warmth and a reference to Khabib’s Dagestani heritage. Soft ambient light keeps the store calm and even, and focused light picks out the products and materials.
Bespoke Elements
All interior elements are custom designed, from joinery and display systems to seating and detailing. Retail fixtures are designed to be rearranged, so the space can adapt to launches, events and seasonal changes. Seating is shaped as I-beam profiles, carrying the project’s structural language into objects of use. Changing rooms are set into the walls and concealed like lockers.
Concept
Designed for Khabib Nurmagomedov, the former UFC lightweight champion, the Send Location flagship in Dubai puts an octagonal majlis at the center of the store, a place for gatherings and podcasts as much as for retail, with a mashrabiya made from the brand’s logo.
Spatial Strategy
Circulation runs around the octagonal majlis, with places to pause along the way. Inserted within the existing shell, the majlis works around the building’s structure. Two structural columns intersect the octagon and are absorbed into the architecture, clad to form vitrines displaying Khabib’s championship attire and personal memorabilia.