Toward the rear of the store, a private fitting lounge and merchandise wall define zones for both discovery and engagement. Each element of the design is bespoke — from the custom joinery and display systems to the layered palette of black microcement, brushed metal, and soft tactile fabrics that balance intensity with calm. The faux fur upholstery, symbolic of Khabib’s Papakha, introduces a cultural texture that humanizes the otherwise sleek architectural expression
Meanwhile, the vitrines at the entrance act as a symbolic threshold between Khabib’s personal heritage and his global brand presence, connecting visitors to his journey through design. Every surface and spatial gesture is designed to echo discipline, respect, and resilience — the values that define ‘Send Location’. This thoughtful integration of cultural symbolism, contemporary materiality, and spatial storytelling transforms the flagship store into a living embodiment of Khabib’s philosophy, celebrating unity, strength, and authenticity through architectural experience.
Design Approach
The design of the ‘Send Location’ Flagship Store embodies the spirit of Khabib Nurmagomedov’s legacy, offering a space that celebrates strength, humility, and heritage. The concept achieves maximum visual impact with minimal structural intervention, transforming two existing columns into vitrines displaying Khabib’s championship attire and personal memorabilia. The interior combines bold geometry, tactile materials, and symbolic gestures such as the Papakha-inspired faux fur to create an immersive environment that reflects the ethos of the brand. The design captures the essence of Khabib’s journey — from the mountains of Dagestan to the global stage — through an experience that merges cultural authenticity with contemporary architectural expression.
A ‘Majlis Zone’ anchors the center of the store, conceived as a social and cultural gathering space. The octagonal form, referencing the UFC arena, is wrapped in dark textures and illuminated by a custom light feature suspended above. Adjacent vitrines frame the octagon, showcasing the fighter’s legacy through his iconic outfits and memorabilia. The store’s layout unfolds as a fluid sequence of experiences, guiding visitors from the ceremonial Majlis to the retail display. Integrated seating areas and textured walls echo the rhythm of traditional patterns, while modern materials articulate a distinctly urban identity. Subtle lighting elements trace paths along the ceiling and floors, creating a dynamic sense of movement that connects all areas together.