Craft Meets Culture in Azza Fahmy New London Flagship

Universal Design Studio blends Arabic heritage with British context in the jeweller’s Burlington Arcade boutique.

Egyptian jeweller Azza Fahmy has unveiled a new London flagship in the city’s historic Burlington Arcade, with the boutique’s interior designed by Universal Design Studio. Relocating from a smaller unit within the arcade to a larger three-storey premises, the project offered an opportunity to amplify the brand’s devotion to craftsmanship and cultural storytelling.

GALLERY

Led by design director Suzanne Gaballa, the design approach was rooted in context. “Azza Fahmy doesn’t operate in the same way as other luxury brands,” Gaballa noted. “There’s a real focus on celebrating craft processes informed by a research-based methodology and decades of Egyptian heritage.”

Throughout the Grade II-listed space, Universal Design Studio reintroduced original Regency-era features, including curved windows and an ornate balustrade that had been previously concealed. Marble flooring provides a visual continuity with the surrounding arcade, while a patterned tile floor in one display zone references ancient tombs in Luxor.

A central burr-wood table, rather than a traditional counter, becomes the heart of the store—lit by a bespoke brass chandelier designed by Fahmy’s sister Randa, a specialist in classical Islamic metalwork. Randa also created a decorative metal screen that filters daylight through intricate patterns across the interior.

Fahmy’s Cairo home and studio inspired the boutique’s warm, layered ambience. Personal touches include a burl-wood cabinet showcasing jewellery alongside sketches and sculptures crafted from old tools. Ambient lighting, soft textures and custom parquet flooring throughout enhance the boutique’s homely feel.

A striking tapestry from Beirut-based Bokja lines the stairwell and links the ground and upper floors, visible from the arcade. Drawing on motifs from Ancient Egyptian tombs and temples, the panel blends printed fabric with intricate embroidery, including Syrian Aghabani techniques.

Upstairs, a lounge invites visitors to relax, with views over the arcade and furnishings that follow the curve of the original windows. Handmade rugs from Egyptian artisans and bespoke seating continue the artisanal theme.

Following boutique commissions in Egypt, Saudi Arabia and Qatar, this London flagship reaffirms Fahmy’s vision of a retail experience that celebrates both place and provenance.

Images by Ben Anders via Dezeen