Vogue Business is spotlighting Abu Dhabi’s growing appeal as a luxury retail and cultural destination, as global brands including Louis Vuitton, Piaget, Valentino, and Prada increase their presence in the capital through temporary exhibitions and brand activations — many backed by the Abu Dhabi Investment Office (ADIO). “Abu Dhabi is entering a defining era for luxury,” said head of Abu Dhabi Retail Noora Al Foulathi.

Why not Dubai? “It’s less rushed, more curated, and that appeals to a luxury audience that values authenticity and cultural grounding,” said Mariam Al Badr, VP of brand, marketing, and communications at Abu Dhabi Airports.

Retail and infrastructure are expanding in parallel: Zayed International Airport’s new terminal now houses brands such as Hermès and Bottega Veneta, and Al Maryah Island’s lifestyle and retail hub, The Galleria, has added 82 new stores over the past 18 months.

More to come: Abu Dhabi’s profile in regional retail is set to rise further, with Shoptalk launching its first luxury-focused event, Shoptalk Luxe, in the city in 2026, while brands like Piaget are also eyeing deeper engagement in the capital to tap into client demand.

Tags: