INNOVATIVE CREATIONS

During the DJWE, the OHLALA team had the pleasure to stop by Printemps Doha’s beautiful booth to talk to designer Lorenz Bäumer about his exclusive partnership with the French department store.

The Doha Jewellery and Watches Exhibition (DWJE) 2022 dazzled brighter than ever as jewellers from around the world flocked to the city, ready to WOW. If you walked the plush carpets of the Doha Exhibition and Convention Center, you’d already know how fabulous it was… Aisle upon aisle of glamour, luxury and pure sparkle.

But the biggest buzz at the exhibition was inspired by Printemps’ foray into the Middle East. The Qatari bureau of the iconic French department store will be located at Doha Oasis, bringing with them 500 luxury fashion brands – 165 of them exclusive – to Qatar. Maison Bäumer is one of them.

Lorenz Bäumer is the genius behind the label. He has an impressive CV. He’s worked with Chanel, Louis Vuitton, Guerlain… “A bunch of people,” he says, modestly. We’re lucky enough to meet him on the stand he designed himself. Adorned with flowing sand dunes and featuring a sparkling amethyst coffee table – it’s his favourite colour, purple – and the world’s most comfortable sofa, it’s easy to feel at home straight away. This is entirely intentional, of course. The last thing Lorenz wants is for his customers –guests, as he prefers to call them – to feel awkward. He wants them to enjoy visiting him. He even has a cabana in his store on the Place Vendôme in Paris – as well as a replica on this stand – where guests can discuss exactly what they’d like Lorenz to create for them.