A series of luxury retail pop-ups set in the stunning landscapes of the Ashar Valley provide a new shopping experience for visitors to Winter at Tantora in AlUla this season.

Phase one of the Ashar Valley Fashion pop-ups, which are open from December 30, 2022 until March 23, 2023, feature brand offerings from Samer Halimeh, Assouline, L’Opera, Michael Cinco, Azza Fahmy, and Vianney Halter.

Phillip Jones, Chief Destination Management and Marketing Officer at Royal Commission for AlUla (RCU), said: “We are delighted to be bringing brand names of such quality and prestige to the Ashar Valley Fashion pop-ups, a fantastically unique and wonderful retail experience in the most breathtaking of settings in the Saudi Arabian desert.

“When combined with the likes of Habitas Resort AlUla, Banyan Tree AlUla, and the iconic mirrored entertainment venue Maraya – luxury brands with a permanent residence and a special place in the heart of AlUla – each pop-up’s offering empowers the feeling of Ashar Valley being a luxury precinct.

“This is a world-first testament to just how special a retail experience is being created – and how special a destination Winter at Tantora will be this year.”

Samer Halimeh has made a name for itself as one of the world’s leading diamond brands, specialising in coloured and rare diamonds. Each bespoke piece is cut and handcrafted in their New York headquarters. Their flagship boutique is in the heart of London, and have sales offices spread across the GCC and Europe.

Assouline books, meanwhile, are defined by visually rich stories and compelling narratives.

The Terrace by L’Opera is an oasis-themed café, bringing its boho vibes from South Kensington in London to Ashar Valley Fashion.

For something truly special, see Michael Cinco. The Filipino designer, based in Dubai, is best known for his fabulous couture gowns that have adorned everyone from Beyonce to Rihanna to Lady Gaga to Kylie Minogue to Britney Spears and to frequent wearer Jennifer Lopez. You may also remember the stunning blue Michael Cinco creation that Bollywood superstar Aishwarya Rai wore to the 2017 Cannes Film Festival – the look went viral and was dubbed the 'Cinderella gown'.

Elsewhere, Azza Fahmy is a jewellery icon where each piece is lovingly handcrafted. Bringing ancient heritage and cultures to life since 1969, each intricate piece of craftmanship also preserves techniques passed down thousands of years.

Another inspired by the traditions of grand masters is Vianney Halter, who has lovingly designed his award-winning watches in a laboratory alone – the traditional way – since 1984.

In addition to the incredible retail offering, Winter at Tantora features intimate concerts with world-renowned musicians, as well as multiple events across heritage, gastronomy and more, enabling everyone to truly experience the best of AlUla.