The Line Concept

The Line Concept is a Dubai-based luxury furniture studio founded by Dana Almatrook and Newsha Dastaviz, known for its sculptural, sensory-driven designs that shape spatial identity. With a team of over 100 global artisans and a workshop rooted in Dubai, the brand merges craftsmanship, materiality, and emotion to create timeless pieces. Their work has been featured in Architectural Digest, Financial Times, and Harper’s Bazaar Interiors, and their portfolio includes iconic commercial and residential projects such as Dubai Opera, Burj Al Arab, Emirates Airlines First Class Lounges, Chanel, and Dior at Nammos.

We had the privilege of developing The Line Concept’s online store on Shopify. The website reflects the brand’s philosophy that a single line can evoke memory and dialogue through a minimalist, editorial interface that elevates each collection. Built for global audiences, the platform integrates custom product storytelling, mobile-first responsiveness, and multi-currency e-commerce. From capsule collections to bespoke project showcases, the site introduces a seamless digital experience that immerses users in the brand’s evolving universe of form, emotion, and refined design.

Key features we implemented:

• Shopify theme customization to align with The Line Concept’s minimalist, sculptural brand identity
• Curated product and collection pages with high-resolution imagery and narrative-driven layouts
• Multi-currency support and global shipping configuration for international customers
• Mobile-first responsive design for seamless browsing across devices
• Project showcase section to highlight commercial and residential installations
• Integrated contact and inquiry forms for bespoke furniture requests

The result is a refined Shopify-powered experience that mirrors The Line Concept’s sculptural elegance and global appeal. Explore the website to experience how thoughtful design, custom development, and Shopify engineering come together to bring The Line Concept’s vision to life.