MILAN — Made in the UAE and designed with an Italian vision, Flaer is about to make its debut during design week in Milan, where it also plans to open a store in 2027.
On Friday, the firm told WWD that it will showcase its landmark collection in Milan’s Brera district on Via Fatebenefratelli 5 on Monday.
Born in the dynamic and globally connected Dubai, Flaer is part of real estate firm Sobha Group, which incepted its furniture arm Sobha Furniture in 2015. Sobha Group is one of the leading players in the UAE in the real estate and custom joinery sectors, with a turnover of about 7 billion euros and more than 50,000 employees worldwide.
Flaer’s creative direction is based in Italy, where a dedicated Design Studio in Milan has been formed in collaboration with the School of Design at the Politecnico di Milano, which oversees overall design, aesthetic direction and materials research. Carlo Magistretti is the brand’s chief strategic adviser, who has worked for more than three decades with the biggest design brands, including Cassina, B&B Italia and Nemo Group among them.
Flaer was created to complement Sobha Group’s real estate business, which has created communities and developments across the UAE, India and the U.K., explained Anuj Jain, chief executive officer of Sobha Furniture.
“It creates a natural bridge between real estate, design and lived experience. In that sense, Flaer does not sit apart from the group; it enriches the wider ecosystem by adding a brand that speaks directly to interiors, lifestyle and how spaces are experienced emotionally,” he said.
Flaer is the group’s first business-to-consumer project. The launch is based on a massive industrial plan, with an initial investment of $300 million to create an industrial ecosystem that integrates Industry 4.0 digital transformation capabilities, which include smart technology. In the next phase of development, the group is set to open a 500,000-square-foot industrial complex in the UAE.
The Flaer Madeleine chair.
Courtesy of Flaer
Flaer’s production takes place entirely within Sobha Group’s in-house manufacturing ecosystem in the United Arab Emirates. These capabilities are being further expanded through the development of a dedicated production hub built on advanced industry manufacturing systems, European engineering standards and cutting-edge industrial technology, Jain said.
The first collection was conceived as the initial expression of the brand’s vision of contemporary living. The array includes seating systems, chairs and lounge pieces.
A $150 million investment in the next three years is being allocated to further develop the Flaer brand, supporting the expansion of its industrial and commercial capabilities — increasing manufacturing capacity, strengthening production infrastructure and supporting the brand’s long-term growth strategy. Part of the investment will also contribute to the international development of the brand, including the expansion of its showroom and retail network. Following the opening of a showroom in Dubai Industrial City, Flaer plans to establish flagships in major global design capitals such as Dubai, Riyadh, Milan and London, reinforcing its positioning on the international design scene.
The firm said its Milan store will open in March 2027 at 2 Via Verdi, just steps away from the La Scala theater. The space is expected to span more than 9,000 square feet and three levels. Italian architect Fabio Santambrogio has been appointed to spearhead the project. There will also be two new openings in Dubai in fall of 2026.
Flaer’s Glow Sofa
Courtesy of Flaer
With regard to the ongoing conflict in the Middle East, the firm issued the following statement: “Sobha Group is aware that the current situation in Dubai raises questions, particularly in light of the broader regional context. While the environment remains complex and uncertain, Sobha continues to move forward with clarity, focus and determination.”
Prior to the Iranian attacks on UAE’s desert landscape, new cities were being built from the sandy vastness. It remains to be seen if the concept will lead to the closure of these projects. In and around the Gulf nation, of which Dubai remains a major hub, the construction boom had been just one major driver of the nation’s design and furniture industry, which was expected to reach $35 billion by 2031, according to data from Mordor Intelligence.
In October 2025, organizers of Dubai’s Design Week reported 1,100 creative businesses in the Dubai Design District alone. At the time, they said Dubai’s creative industries contributed to 4.6 percent of the entire UAE economy in 2022, supporting more than 175,000 jobs and 47,000 enterprises total.
