Ounass has launched Ounass Stage, a new experiential retail and cultural concept space on Al Wasl Road in Dubai.
Aimé Leon Dore is the first brand to take over the venue, with a six-month activation.
The Dubai installation features the brand’s seasonal collection, Café Leon Dore and a Porsche 911SC.
The new Al Wasl concept space brings six months of New York cool to Dubai through fashion, design, art and Café Leon Dore.
Dubai-based luxury e-commerce platform Ounass has officially launched Ounass Stage, a new physical retail and cultural concept space on Al Wasl, Dubai, designed for immersive brand activations, rotating installations, and temporary experiential retail takeovers. The debut of the space is marked by a six-month takeover by New York fashion label Aimé Leon Dore, bringing the brand’s full lifestyle universe to the Middle East for the first time.
Rather than operating as a conventional store, Ounass Stage has been created as a flexible space where global brands can temporarily “reside” and bring their worlds to life. Each takeover will transform the layout, design and atmosphere of the venue, creating a new physical experience for visitors with every activation.
The launch reflects Ounass’s ongoing evolution from a digital-first luxury retailer into a hybrid platform that connects e-commerce with real-world retail, culture and community. Known for bringing international fashion, beauty, jewellery and lifestyle brands to shoppers across the GCC, Ounass is now expanding that relationship beyond the online basket.
The inaugural activation comes courtesy of Aimé Leon Dore. The New York fashion label has taken over Ounass Stage for six months, introducing its complete lifestyle universe to the Middle East for the first time. Inspired by the brand’s flagship spaces in New York and London, the Dubai installation brings together fashion, design, art and hospitality under one roof.
Inside, visitors will find Aimé Leon Dore’s seasonal collection alongside curated art installations and a display of a Porsche 911SC, tapping into the brand’s signature blend of nostalgia, streetwear, tailoring and café culture. Café Leon Dore also forms part of the experience, offering a social element that reflects the label’s New York roots.
Founded by Teddy Santis in Queens, Aimé Leon Dore has become one of contemporary menswear’s most influential names, known for its refined take on sportswear, considered collaborations and distinctive visual identity. Its arrival in Dubai through Ounass Stage gives regional shoppers a rare opportunity to experience the brand in a setting shaped around culture as much as commerce.
With its six-month debut, Ounass Stage positions itself as more than a retail address. It is a platform for storytelling, discovery and brand immersion, bringing a new kind of luxury experience to Al Wasl.
Ounass, which was launched in 2016 as a digital-first luxury platform, has increasingly used curated activations and exclusive collaborations to engage customers across the Gulf region. And Ounass Stage marks a shift toward experiential retail, turning shopping into a constantly changing cultural experience. Its debut with Aimé Leon Dore sets the tone for future brand takeovers, positioning Dubai as a hub for immersive, temporary luxury activations.
Where: Ounass Stage, Al Wasl Road, Jumeirah, Dubai
When: Monday to Sunday from 10am to 10pm
Contact: www.ounass.ae