Designed around the belief that luxury should feel personal and seamless, the concept allows clients to move effortlessly between shopping and hospitality within one of Dubai’s most prestigious destinations. Located within Fashion Avenue, L’Avenue offers a secluded setting away from the crowds and tourist footfall of the wider mall, providing clients with a more private and considered environment to discover, shop, dine and connect with leading luxury brands. 

At the heart of the new offering is The Private Suite by Dani, a dedicated private space created in partnership with renowned private shopper Danijela Vukovic. Designed as an intimate environment for VIP clients, the suite will provide a discreet setting where private styling consultations can be hosted, personal shopping appointments, intimate trunk shows and meetings between clients and representatives of leading luxury brands. 

The space will also provide an exclusive platform for luxury fashion houses and retailers to showcase selected pieces, new collections and brand storytelling within the restaurant. Throughout the year, L’Avenue will host a curated programme of fashion experiences, including trunk shows, private presentations and fashion events, creating a setting where clients can discover collections while enjoying the distinctive hospitality of L’Avenue. 

The concept is deeply connected to L’Avenue’s Parisian heritage. Located on Avenue Montaigne among the world’s most prestigious luxury maisons, the original L’Avenue has long been a meeting point for international celebrities, designers, models and luxury shoppers, becoming particularly prominent during Paris Fashion Week and hosting exclusive celebrations for leading fashion houses, including Dior. Bringing this heritage to Dubai, L’Avenue creates a new connection between fashion, society and hospitality for the region’s discerning private clients. In Dubai, the secluded location offers a more sophisticated setting away from the crowds so clients can enjoy the authentic Parisian spirit within the main dining room, private room and terrace overlooking the Dubai Fountain provide an intimate backdrop for private meetings, styling sessions and exclusive experiences. 

Our ambition is for L’Avenue to become a true fashion and social destination in Dubai; a place where our guests can dine, discover collections, meet designers and brands, and enjoy a highly personalised shopping experience. This is a natural extension of L’Avenue’s heritage on Avenue Montaigne, where fashion and hospitality have always lived side by side. says Cedric Toussaint, COO of Plan B Group  

The launch is led in partnership with Danijela Vukovic, a renowned private shopper with over 20 years of experience in luxury fashion and private client services. Having built longstanding relationships with high net worth and international clients, Danijela has worked closely with leading luxury brands and previously served as Private Client Manager at The Private Shopping Apartment at Harrods, London’s renowned private shopping destination. Bringing her extensive knowledge of London’s luxury retail landscape and its highly discerning private clientele to Dubai. She brings a unique understanding of personalised service, client relationships and the art of creating truly bespoke shopping experiences. 

Through her extensive network of partner boutiques and luxury houses within Dubai Mall, clients will be able to continue their shopping journey beyond the restaurant. From private styling and collection presentations at L’Avenue to personalised appointments across the mall, Danijela will create a seamless experience that combines the standards of London’s private client culture with Dubai’s unique luxury retail environment, allowing clients to discover, shop, dine and engage with leading brands through one highly personalised journey. 

For Danijela, the new partnership represents an opportunity to create a new kind of luxury journey in Dubai, one where the traditional boundaries between fashion, retail and hospitality disappear. 

“My experience has taught me that luxury is ultimately about relationships. Understanding the client, knowing their lifestyle and taste, anticipating their needs and creating an experience that feels personal is what makes a client return,” says Danijela Vukovic 

“My vision is to bring fashion, personal styling and exceptional hospitality together, creating an experience where clients feel inspired, looked after and truly connected to the world of luxury. I would like for L’Avenue to become a place where a client can start their luxury journey: have a private styling consultation, discover a new collection, meet with a brand, enjoy a great meal and then continue their shopping experience within the mall,” she adds. 

With the introduction of private shopping, L’Avenue Dubai Mall further establishes itself as a destination where Parisian fashion culture, luxury hospitality and personalised service come together. Through The Private Suite by Dani, exclusive brand experiences and seamless access to Dubai Mall’s luxury boutiques, L’Avenue offers a new way to experience fashion and hospitality in Dubai, creating a destination designed around the individual client rather than the traditional shopping journey.