Working In A Hybrid Space

Germany’s Schwitzke & Partner was tasked with creating a space to familiarise visitors with the eight interior and lifestyle design companies comprising UAE conglomerate Easa Saleh Al Gurg Group (ESAG)

- Namitha Madhu

ESAG Design Hub in Dubai Design District (d3) aspires to be an “experiential display” serving as a workspace and showroom for eight ESAG brands: La Cucina from AMF, Al Semsam, Better Life, Mac Al Gurg, Oasis, OFIS, Scientechnic, and La Cornue from Al Gurg Lifestyle.

Design house Schwitzke & Partner was tasked with creating a hybrid space that creates a single narrative for the eight interior and lifestyle design companies that make up ESAG Design Hub, and the variety of products and services they offer.

The hub aims to “inspire our target audience with endless possibilities of blending their creative inputs with design possibilities that stretch across interior and exterior solutions for residential or commercial projects,” says ESAG’s chief executive officer, Abdulla Al Gurg.

“ESAG Design Hub translates our wealth of retail and project experience in the design space to create a composite address that offers architects, designers, and fit-out specialists the option to look for customised solutions in a convenient location,” he adds.

At ESAG Design Hub, the Château cookers from La Cornue are entirely hand-made by craftsmen with no less than 8,000 options available to design one’s own ‘bespoke’ cooker.

Mac Al Gurg offers a portfolio of sanitaryware products, while OFIS claims to be a leading modular furniture and flooring provider, which has worked with big-name firms such as HSBC, Huawei, and local real estate developer Dubai Properties.