The entrance to Fifty One East Lagoona lit up for the inaugural ceremony
Middle East’s “largest” luxury multi-brand store, Fifty One East Lagoona, was opened at a glittering ceremony by the Deputy Prime Minister and Chairman of the Emiri Diwan, HE Abdullah bin Hamad al-Attiyah in the presence of a galaxy of dignitaries and celebrities on Sunday.
Darwish Holding chairman Bader Abdullah al-Darwish welcomed the gathering by recalling that Fifty One East was established in the late forties, and was, referred to, at that time, as Modern Home.
“The outlet rapidly expanded to become the country’s premier retail store chain and anchoring the top shopping centres of Doha.
“Spanning over 13,500sqm of breathtaking interiors, Fifty One East at Lagoona Mall is a rarity in fashion and lifestyle where legacy and quality are the main elements.
“Due to hard work started decades ago, the Darwish legacy has pioneered the concept of the high-end department store, thus making the Fifty One East one of the most significant milestones of the retail industry in the region. “We are extremely proud to see the fruits of five-years’ hard work coming to life as one of the most significant milestones of the retail industry around the region.
HE al-Attiyah and Bader al-Darwish try out the special glasses for viewing 3D TV as Sony Gulf managing director Osamu Miura and Darwish Holding’s group general manager Nazar Najarian look on. PICTURES:  Jayaram
“Fifty One East is a home-grown brand which has developed to become one of the most recognised brand names in the Middle East and this particular launch will surely raise the bar in the market,” he added. Bader al-Darwish was accompanied by Darwish Holding vice chairman Saoud Abdullah al-Darwish.
Named the Best Retail Project for 2011 by Arabian Business, Fifty One East Lagoona showcases a wide array of the most exquisite fashion, cosmetics, jewellery and technology brands.
Economy and Finance Minister HE Yousef Hussein Kamal, renowned Lebanese singers Najwa Karam and Maya Diab, Kuwaiti singer and composer Abdullah al-Roweished, Kuwaiti actress Souad al-Abdullah, globally recognised Armenian-Lebanese composer, musician and pianist and Yamaha ambassador Guy Manoukian and Gibson Guitar star Janson Press were among the guests.
Qatari composers and musicians Abdulaziz al-Haidous and Abdulaziz Nasser, Qatar Arts Centre head Abdullah Mirza, artist Ali Abdul Sattar, Lebanese TV host Tony Khalife, Fifty One East’s interior design mastermind Mike Wilkins and president of the International League of Conservation Photographers and Sony Artisan of Imagery, Lady Cristina Goettsh Mittermieier were present.  
The event also welcomed senior officials representing Fifty One East partners and existing tenants in addition to Maria Luisa Poumaillou (owner, Maria Luisa Paris), Stefano Moreschi (owner, Moreschi), Alessandro Braga (owner, Armand Nicolet), Pasquale Bruni (owner and creator, Pasquale Bruni jewellery), Julien Guachimon (Chanel – Middle East managing director), Thierry Houssin (managing director, L’Oreal), Yann Du Pasquier (Rolex commercial director), Arnaud Hestin (senior vice-president, Boucheron), Osamu Miura (managing director, Sony Gulf) and Pierfranscesco Fineschi (regional manager of Ferragamo Perfumes in Europe and Asia).
HE al-Attiyah tries out a guitar in the Yamaha Music Square inside Fifty One East at Lagoona
The opening ceremony featured a catwalk show of dazzling creations from Hollywood star dressers such as George Chakra, George Hobeika, Tony Ward, Abed Mahfouz and Rabih Kayrouz.
Fifty One East Lagoona will be the main anchor store of the Lagoona Mall and a world-class retail destination as the largest multi-brand superstore in the Middle East.
It is the first retail superstore to feature exclusive Rolex and Boucheron boutiques and to offer signature spa treatments, valet parking, VIP entrance, evening and bridal-wear and a host of exclusive and unparalleled services. Fifty One East merges the rich Qatari tradition of sophisticated taste with flawless services and provides exclusive designer collections including some of the most sought after timepieces, unique jewellery, fragrances, beauty and premium technology from Rolex, Boucheron, Chanel, Givenchy, Brioni, Moreschi, Nina Ricci, Abed Mahfouz, Sony, Bose, Yamaha and much more. 
Lagoona, developed by Darwish Holding, is Qatar’s newest retail and lifestyle destination, spanning 128,000sqm of retail space that symbolises luxury, affluence and style.
Strategically located at the gateway to the upcoming Lusail City, Lagoona will be home to over 160 imaginatively decked-out outlets in addition to 18 restaurants with international cuisines dotting a 22,000sqm European-style piazza.
Lagoona also has spacious parking lots in the basement and surrounding the mall.
The name Fifty One East denotes Qatar’s geographic location at 51 degrees longitude and the fact that the country is a mélange of styles and cultures.
The guests at the opening ceremony also included Toshihiro Yamamoto (Yamaha Music Gulf managing director), Richard Daly (CEO, Vodafone Qatar), Daniel Zimmermann (sales director, H Moser & Cie), Michele Oka Doner (American artist-designer),  Jocelyne Abdel Malak (partner at Georges Chakra), Amit Goyal (director, Bally), Antonio De Matteis (owner, Kiton), Andrea Coscenza (president, Zagliani), David Jihan (president, Herve Leger), Phillipe Hallani (director, Herve Leger), Sandra Jaffal (owner, Sandra J) and Stanislas Maryshev (director, Paco Rabanne).
Portfolio of brands at Fifty One East  are as follows.
Timepieces and Jewellery: Rolex, Boucheron, Tudor, Armand Nicolet , Faberge, Zeno- Basel Watches, H Moser & Cie, Guy Laroche, Pasquale Bruni, Victor Mayer, Diamanti, Joelli, Feraud, Trisi Jewelry, Cacharel, Crislu, Nina Ricci, Amore & Baci, Parker, Waterman.
Men’s fashion: Brioni, Kiton, Barrett, Smalto, Cerruti 1881, Calvin Klein, Fabio Inghirami, Bally, Fratelli Rossetti, Moreschi,  Etiqueta Negra, Henry Cottons, Sartorio Napoli, US Polo, Vanlaack, Lanvin, Bikkemberg, Harrys of London, Gentleman Farmer. Ladies fashion: Andrew GN, Azzaro, Giambattista Valli, Jason WU, Leonard, Nina Ricci, Georges Hobeika, George Chakra, Tony Ward, Reem Acra, Abed Mahfouz, Diane Von Furstenberg, Michael Kors, Rochas, Theory, Victor & Rolf, Bally, Casadei, Le Silla, Pedro Garcia, Vicini, J Mendel, Marchesa, Nancy Gonzales, Zagliani, Bruno Magli, Moreschi, Stuart Weitzman, Baldinini.
Cosmetics & Fragrances: Chanel, Givenchy, Amouage, Elizabeth Arden, Dior, Lancome, YSL. Technology: Sony, Bang & Olufsen, Bose, Yamaha, Sony Ericsson, HTC, Apple.