As part of Dubai Design Week 2025, Massimo Dutti will present FRAMED HERITAGE, an immersive pop up experience reflecting on the ongoing dialogue between material and meaning. A project taking place at Jossa, Alserkal Avenue (Warehouse 45), a space recognized for its minimalist architecture and its past as home to the Jean-Paul Najar Foundation. The installation will open to the public on 7 and 8 November.

FRAMED HERITAGE explores leather — one of the materials that have defined Massimo Dutti’s language and identity — through different pieces, accessories and singular elements from various decades. The reflection is expanded through the intervention of Emirati designer Omar Al Gurg, whose work explores materiality and structure to offer a contemporary dialogue between heritage and presence.

The result is a tactile and contemplative space, where each piece reveals how leather, as a living material, can preserve the past and engage with the present.