For the past two years, Missoni has been pulling out all the stops in the Middle East. The Italian label known for its colorful knitwear is making further inroads in the region with the inauguration of its very first store in Saudi Arabia. The store, which opened recently, is part of the spectacular Kingdom Center shopping mall in Riyadh.

The 144-square-meter space is located on the ground floor. It features a sober, refined layout in light, neutral tones to better highlight the colorful palette of its products. The brand’s visual identity is underlined by the presence of its famous zig-zag motif, outlined on the façade and suggested inside in the store’s metal slatted walls, on the large curtains and in the fabrics covering the armchairs and cushions.

The store brings together Missoni’s ready-to-wear collections for women and men, as well as proposals for children, accessories, beachwear and items from the home line.

“This is the first Missoni opening in the country, a significant objective, which consolidates the brand’s presence in the Middle East, continuing the retail expansion plan,” said the house in a statement, which has multiplied projects in the region.

After inaugurating its first Missoni Café in October 2024 at the Dubai branch of American retailer Bloomingdale’s, accompanied by a pop-up and an exclusive capsule collection, the label announced the first opening of a Missoni Resort Club in the same city. For this project, it teamed up with Drift Beach Dubai, the upscale beach club of the One&Only Royal Mirage hotel, which it dressed in its recognizable stripes in a gradation of light green and turquoise blue.

At the end of 2024, it also launched a luxury residential development project in Bodrum, Turkey, in partnership with Turkish property developer RMA Holding. Construction of this “Montes by Missoni” real estate project, whose interior design is signed by its creative director Alberto Caliri, is due to start this winter.