Dubai’s retail map gained a new waypoint in late April when So Much Trouble moved from InterContinental Dubai Marina to a prime spot beside Atlantis, The Palm’s lobby Chihuly sculpture. The boutique—created by Dominique Laird, Partner & Creative Director at Solutions Group—sets out to mix past-season treasures with next-gen fashion under one roof. Shoppers will find archival Hermès, Chanel and Givenchy hanging alongside contemporary names such as Oseree, Oceanus, Lama Jouni and Ibiza designer Isabel Moore, all edited for a resort-friendly wardrobe.
The space itself takes cues from both Paris apartments and Dubai nightlife, velvet seating, muted lighting and just enough gloss to remind visitors they are still inside one of the city’s most photographed hotels. To keep things moving beyond the rails, the store runs a small calendar of extras. Hotel guests can book in-room wardrobe edits, while Plato’s Lounge a few steps away hosts “high-tea styling” sessions that pair scones with sartorial advice. Pop-up collaborations and trunk shows are pencilled in for the coming months.
For Atlantis, the arrival of So Much Trouble broadens a retail line-up that already spans fine jewellery and resort wear. For shoppers, the draw is convenience rather than spectacle: a short detour between check-in and the beach delivers access to vintage one-offs and newer independent labels without leaving the island.
The founder, Dominique Laird, says the goal is to make the boutique feel “more style club than store,” and the layout backs that up—there is room to linger, order a coffee and talk through alterations. That measured pace should play well with tourists who want a considered purchase rather than a mall dash.
