Two creative forces translating heritage and craft into a first-of-its-kind flagship

What is the Yuzefi x DBM Studio flagship?

Yuzefi has opened its first-ever flagship store in London’s Marylebone, marking a significant milestone for the fashion brand and a cross-regional collaboration rooted in shared heritage.

Designed by Dubai-based interior design practice DBM Studio, the space brings together two Iranian-founded creative journeys shaped by memory, craft and a long-standing respect for the handmade.

Rather than functioning as a conventional retail interior, the Marylebone flagship has been conceived as a three-dimensional interpretation of the Yuzefi bag itself. Architectural lines echo the brand’s structured silhouettes, while softer curves introduce warmth and fluidity. The result is a store that mirrors Yuzefi’s design ethos, sculptural, restrained and expressive.

DBM Studio approached the project through a careful interplay of geometry and tactility. Floating shelves appear weightless within the space, while moments of softness interrupt the architecture, creating a sense of intimacy throughout the retail journey. Handmade tiles, a signature element of DBM Studio’s work, ground the interior. Each tile carries subtle imperfections, foregrounding the human hand and reinforcing the value of craft over uniformity.

Material choices remain deliberately restrained. Warm woods, soft neutral tones and calibrated lighting allow the handbags to take visual precedence, positioning the architecture as a supporting framework. This balance creates a space that invites visitors to engage thoughtfully and emotionally.

Beyond its physical form, the flagship reflects a broader narrative of patience and continuity. Both Yuzefi and DBM Studio draw from personal histories shaped by migration and cultural memory, and the Marylebone store is an expression of that shared experience.