Meet The Emirati Siblings Redefining The Idea of The Concept Store

The multifaceted home of Ahmad and Noura Almuhassin is part villa, part store, part secret neighbourhood coffee shop…

Marked by a wafting floral scent, the modern home of siblings-turned-business partners, Ahmad and Noura Almuhassin has, in the last year, become a contemporary space for a thriving concept hidden in the heart of Dubai’s Jumeirah Collections neighbourhood.

Founders of Villa Aumèdan, a homegrown flower studio, the Dubai-based florists have created a business out of their own home, inspired by their combined passions for nature, beauty, art and fashion, with Noura heading the supply chain and Ahmad as creative director.

“Noura has always loved flowers and wanted to open a flower store,” Ahmad explains, which, together with his love for art, interior design and the era of Art Deco, brought the concept of Villa Aumèdan to life. “We are the first in the region to have a flower shop, coffee shop and a concept store all from our own home,” says Noura.

“The minute you walk in, your mood is totally changed and you are instantly transported to another destination.” Starting their business in July 2020 off the back of a global pandemic, the duo managed to present unique, modern and artistic arrangements, with the aim of continuously introducing new and daring ideas to a saturated market. In conceptualising both spaces, Ahmad took over the interior design of the villa while Noura focused on decorating the flower studio.

“We’re very classic in our aesthetic, but like to add modern touches, which I think reflects the personalities in our family,” Ahmad shares. “But we are also very attached to our traditions.” Inspired by their grandfather’s residence, a late 1950s two-storey villa located in the heart of Umm Suqeim, near what was once the business hub of the city, the siblings had always dreamed of one day recreating this memory in their own way.

“The details of the architecture were amazing for that time,” Ahmad reminisces. “Old pictures of that house really helped influence our decision to design our own home.” After moving into the property in January 2020, a 33-year-old, one-storey building, the duo set upon an extensive renovation that would see a transformation of the house’s interior and landscape, all while simultaneously preserving its external façade.

The inclusion of whitestone flooring greets guests into a spacious abode, recalling frequent travels to the French Riviera, the South of Italy and the shores of Greece. Meanwhile, white walls and wooden accents inject a contemporary feel into the open, modern space.

Bouquets of vibrant flowers are strewn around the hall area, which also acts as the showroom of the concept store and the coffee bar, ready for delivery each day. The floral scent reaches every corner of the house, which Ahmad tells us is both delightful and overwhelming. The cosy coffee shop playfully called ‘If you know, you know’, is also attached to the home and accentuated with warm tones; a hidden treasure for guests to discover and enjoy.

The space, according to Ahmad, aims not to “seek attention” and is purposefully hidden to maintain the quietness of the neighbourhood. The siblings faced a number of challenges in realising their dream home. “One challenge was that the villa is quite old,” says Ahmad.

“An even greater obstacle was in keeping the originality of the design, as the villa is stunning. But adding to it and giving it a modern touch was the best part. I mean, what would be the beauty of it if we renovated the whole villa?”

The duo have since added several design pieces around the home, as well as a few modern and regional artworks. There are pieces from international artists like Italian sculptor Lorenzo Quinn and Japanese contemporary artist Takashi Murakami, as well as by Emirati artist Mohamed Al Mansoori, with several of his paintings across the duo’s home sourced from the Dubai-based consultancy, Iris Art Advisory.

“One of my favourite exclusive pieces is an image of Sheikh Mohammed Bin Zayed, captured by a friend of mine in London at Clarence House in December 2020,” he reveals. While Ahmad’s favourite room in the house is the bedroom, Noura fancies a particular area in the home which she says uplifts her and takes her to another place. “My favourite space in the house is the powder room,” says Noura.

“While the intricate patterns of the wallpaper energise me, I also love the checked tiles and the Byredo Suede hand wash and moisturiser, which produces a very calming scent. The classic washbasin and brass finish of the mixer takes me away to the South of France, a place that has always provided a great deal of design inspiration for us.”

In furnishing this unique concept, Ahmad and Noura had to get used to sharing their private space with the public, and now find waking up in the morning and seeing clients in their home an “interesting” reality. “I never expected it,” laughs Ahmad. “Yet it is really amazing seeing our clients so happy and at home while at Villa Aumèdan, and that’s honestly all that really matters.”

For more information, visit @aumedan_official

Photography by Aasiya Jagadeesh

From Harpers Bazaar Arabia June 2021 Issue