Events & Activations · Abu Dhabi, UAE
The opening of Shama's Abu Dhabi boutique — a fragrance house working since 1977. We covered the night on film and on stills, from the ribbon to the room at its fullest.
A store opens once. Most of what is worth keeping happens in the first hour — the ribbon, the first people through the door, the moment someone reaches for a bottle without being asked to. So the night was shot as it ran, with no re-staging and no second take, and the film and the photographs below are what was in the room.
Abu Dhabi
Boutique opening
Since 1977
The line on the house's own storefront
Film + stills
One crew, one night
01 · The room
A pleated canopy hangs over a gold display table at the centre of the floor; the walls run sand-stone and deep green, the house monogram is lit in gold, and the bottles sit shelved behind glass. One wall carries the house's own framed archive. The interior was photographed before the doors opened, so the space reads on its own before the crowd arrives in it.
02 · The night
The cut, then the arrivals — greetings on the floor, the collection tried on the wrist at the centre table, phones up at the canopy, trays moving through. Film and stills ran together the whole evening, so neither had to stand aside for the other.
03 · The cut
The event film is cut vertical for the feed: the storefront, the canopy, the ribbon, a hand closing on a bottle, the floor at its fullest, and the house mark to close. It is the night at the length a phone will actually watch.
The film
Shama · Live coverage
Opening night, as it happened
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