Aymeric Faucheux ǀ Director Buying & Merchandising ǀ Fashion & Luxury Retail ǀ Entrepreneurship
WORLD DESIGN SPACE - MACAU
World Design Space was a bold new concept for DFS, designed to attract Millennial shoppers and drive traffic from the Beauty area into the Luxury zone.
The brief called for a space that was:
Appealing to Millennials with a fresh, trend-driven offer.
More affordable than the adjacent luxury boutiques.
Dual-gender, with the addition of a kids’ selection to broaden appeal.
Two Category Managers were assigned to bring the project to life, including myself. I was responsible for the store design, the entire men’s assortment, selected kids’ brands, and a few women’s labels. My counterpart focused on the remainder of the women’s offer.
For the men’s selection, I curated a mix of streetwear brands such as Mostly Heard Rarely Seen, FAMT, and Eleven Paris, alongside a dedicated section for sustainable fashion, featuring labels like Raeburn, Dedicated, and Fjällräven.
The concept proved to be a commercial success: sales exceeded expectations from launch, and year 2 projections were doubled (+100%), confirming the relevance and scalability of the format.
MRS MONCLER
During my first visit to the City of Dreams (COD) Galleria in Macau, I was immediately struck by the underutilization of a vast entrance space (see image below). Drawing on previous successes, I proposed transforming it into a Moncler pop-up, anticipating a striking and high-performing result.
Although approvals took time, the combination of Moncler’s booming sales and the identified need for a dedicated women’s offer in COD convinced stakeholders to move forward.
Moncler delivered a spectacular 7-meter-high installation, crowned with the debut of their new mascot, Mrs. Moncler—her first solo appearance worldwide.
This project ran simultaneously with the launch of World Design Space and the creation of new Ready-to-Wear multibrand spaces in the Galleria, all timed to be unveiled ahead of the Board of Directors’ annual visit. The results were a resounding success, strengthening both the brand’s presence and DFS’s reputation for retail innovation.
Giorgio Armani Live Presentation at Qatar Duty Free_oGayFOlB3Ag_360p
GIORGIO ARMANI FASHION SHOW
The idea of hosting a Giorgio Armani fashion show inside Hamad International Airport first emerged during a discussion at the TFWA Fair in Cannes. While the project presented numerous unforeseen challenges, it ultimately became a world premiere and a remarkable success.
The runway extended seamlessly from inside the Armani boutique out into the terminal, creating a striking stage that was both filmed and broadcast live online and across the airport’s giant digital screens.
To amplify visibility, fashion influencers were flown to Doha, joining local VIPs and a selection of First-Class passengers for an exclusive experience. Guests were treated to alcohol-free champagne, Armani chocolates, curated gifts, and personalized makeovers by Armani makeup artists, making the event a fully immersive celebration of luxury.
This groundbreaking initiative not only showcased Armani in a spectacular setting but also positioned Hamad International Airport as a pioneer in luxury brand activations within the travel retail environment.
POP-UPS
Customer experience is everything. In a world where consumers can buy any product instantly from their phones, physical retail must deliver more than just goods—it must deliver experiences.
This is why I am a strong advocate of pop-up areas and pop-up stores. They provide multiple benefits:
Freshness: constantly introducing something new for customers.
Testing ground: giving operators the chance to trial new brands, and brands the opportunity to prove themselves.
Relevance: bringing seasonality or a sense of place to the assortment.
Throughout my career, I have consistently championed pop-up strategies and integrated them into new store designs. At DFS, I was even named the “Pop-Up Captain,” managing more than 30 fashion pop-up spaces across the network—achieving a fill rate above 80%.
MCM - Boulevard Doha Airport
