Identity & Craft
Brand identity is embedded through architectural detail and material articulation. A mashrabiya screen reinterprets traditional latticework using the Send Location logo as its repeating module, offering a restrained reference to the geometry of the fighting ring cage while filtering light and views across the store. Behind the reception counter, a neon calligraphy artwork spelling “Alhamdulillah” in Arabic, developed in collaboration with Palestinian Jordanian calligrapher Muthanna Hussein, is set against black striated sintered stone panels. The composition brings together illumination and material weight with precision and restraint.
Experience & Use
Beyond shopping, the flagship is designed to host conversation and exchange. Integrated audiovisual systems and adaptable seating allow the space to support podcasts, live recordings, product launches, and community gatherings. In this way, the store functions as a contemporary Majlis, open to multiple forms of use and shared presence.
The result is a flagship store that operates not only as a retail environment, but as a spatial expression of discipline, respect, and resilience. Rooted in place yet globally legible, the Send Location flagship translates cultural identity into architecture through space, structure, and material.
This strategy preserves the Majlis as the symbolic and spatial core of the project while making efficient use of the footprint.Toward the rear of the store, a private fitting lounge and merchandise wall introduce quieter zones for focus and discovery. These areas remain visually connected to the main space, maintaining continuity while offering a more intimate retail experience.Materiality & Atmosphere
Materiality & Atmosphere
The material palette is deliberate and tactile, balancing robustness with restraint. Marmorino-rendered walls establish a textured architectural backdrop, paired with polished olive-toned finishes that soften the interior atmosphere. Faux fur upholstery, inspired by the traditional papakha, introduces warmth and cultural reference, grounding the space in Khabib’s Dagestani heritage while offering moments of comfort and pause.Lighting is conceived as an architectural tool rather than decoration. Soft ambient washes establish a calm, even atmosphere, while focused lighting highlights products, materials, and key spatial moments. Together, materials and light create an environment that supports both daily retail use and longer periods of occupation.
Bespoke Elements
All interior elements are custom designed, from joinery and display systems to seating and detailing. Retail fixtures are arranged to support movement and interaction rather than fixed display, allowing the space to adapt to launches, events, and seasonal changes.Seating elements are conceived as I-beam profiles, translating the project’s structural language into objects of use and reinforcing the space’s sense of strength and solidity. Changing rooms are absorbed into the wall surfaces and concealed like lockers, maintaining visual clarity while creating intimate, focused interiors.
Concept
The Send Location flagship store is conceived as a contemporary space of gathering, shaped by the legacy of Khabib Nurmagomedov. Rather than treating retail as a linear sequence of display, the project is organized around an octagon-shaped Majlis that brings together cultural reference, spatial clarity, and everyday use. The geometry draws from two traditions: the Arab and Islamic Majlis as a place of communal exchange, and the octagonal ring associated with mixed martial arts.This central space establishes the store as both a social interior and a place of retail, grounding the brand in shared experience rather than spectacle.
Spatial Strategy
The octagonal Majlis occupies the center of the plan and defines circulation, movement, and pause. Inserted within the existing shell, it engages directly with the building’s constraints. Two structural columns intersect the octagon and are absorbed into the architecture, clad to form vitrines displaying Khabib’s championship attire and personal memorabilia.