With the emergence of online stores, it doesn’t matter where you are in the world. Or does it? One unique store has launched to the web from Abu Dhabi.
The Exposed House is Abu Dhabi’s own artisan online boutique. A welcome change from the run-of-the-mill clothing and shoes, Exposed House offers works of art in various forms. Eclectic pieces of headwear, clutch-bags, frocks, paintings, art, cosmetics, in fact every lover of pretty things will find something here to wow them.
The Exposed House was founded by three siblings (and partners of the business) – two sisters and a brother, who wanted to create a platform that combined art and fashion in its various forms.
They formulated the idea through their love of art and fashion, chose to create an online store, and called it The Exposed House.
All three partners put their studies, energy, and passion into creating this e-commerce outlet for various designers and artists, to provide the best shopping experience to enthusiast consumers.
Shamma Al Omaira, partner and co-founder explains, ‘The Exposed House is all about celebrating artistry in any form. Every product displayed is a combination of art, fashion, beauty, and design. We love artistry, and to us every little detail counts. We believe in what Sir Richard Branson said, “A business has to be involving, it has to be fun and it has to exercise your creative instincts”. So we put all our creative energy on the various aspects of our business, starting from our products and ending in our packaging.’
What kind of products did you begin with?
The idea was there for a long time. We always had this eagerness to create something with fashion and art that has its unique and personal attitude and at the same time is interesting and inspiring to people.
When we go shopping in Abu Dhabi, as individuals we look for things that are different and not available everywhere. The lack of concept stores that provide high fashionable, artistic aesthetics was our main drive for creating and starting The Exposed House.
But fashion alone is not our main vision. Our aim is to create something that encompasses the essence of both fashion and art. We began with selling art (paintings and prints) and fashion products (clothing, bags and accessories, stationary) mainly for women. In the near future, we plan to include more artwork, shoes, menswear and accessories as well as kids wear.
How do you source designers and artists?
Our designers and artists are not the usual. We collaborate with established local and international talents but also encourage emerging and artists.
Our fashion buyer tours Europe in search of designers and artists who have distinctive, creative aesthetics and who create to exude a sense of originality, artistic flare, and beauty, and we personally focus on the local and Gulf talents.
What are the plans for expansion?
We plan on expanding our website operations to include international customers and eventually to a physical presence through brick and mortar premises.
Have you encountered any challenges being based in Abu Dhabi?
As a new business, we did face the general challenges that any start up and online business could face. However, being based in Abu Dhabi was an advantage to us since the art scene in the capital is expanding, and The Exposed House is the first enterprise that combines and integrates art and fashion.
www.theexposedhouse.com (056 213 3153)
Some of the designers and artists you can find at The Exposed House
Fatima Al Nuaimi
An Emirati graphic designer with intricate and minimal aesthetics, with the philosophy that less is more, Fatima believes that, ‘Minimalism is not a lack of something, it’s simply the perfect amount of something.’ As a freelancer, Fatima concentrates on merging the art of simplicity and luxury, using subtle colours, delicate designs, and insightful messages. Fatima’s first publication was featured in Mawahib Talented Directory 2012.
OMEi
A contemporary fashion brand combining the luxury of the past with the madness of the future, OMEi was created by two sisters who share the love of fashion, and yet design from different sides of the same coin. Each has a unique understanding of fashion. One is the epitome of classic luxury while the other is immersed in mad modernity. Together they complete each other and create innovative designs that celebrate femininity and are the desire of all women out there.
Arwa Al Baqsami
A Kuwaiti artist based partly in Dubai, Arwa’s journey in art is influenced by the people she has met, the places she has been, the memories she had gained, but mostly the year 2009, in which she started a new chapter in her life. A great deal of this inspiration also comes from the poet Jalaludin Rumi, who has been a major inspiration to make a lot of her designs and her photography.
