Devialet, the French maker of high-end audio technology, recently opened its first flagship store in Dubai Mall. This store reflects the brand’s well-loved minimalist ethos while offering an immersive experience for users in its Listening Room, where they can fully appreciate the sound capabilities of its Phantom speakers.

According to MSN, during an interview with Jacques Demont, the CEO of Devialet, he showcased the impressive sound quality of their products by playing the glam metal band’s classic song, “I Was Made for Lovin’ You.” Demont excitedly pointed out the clarity of the sound, noting how the bass filled the room without being overwhelming. The Devialet Phantom series is known for its powerful output, reaching up to 108 decibels, comparable to the volume of a live rock concert.

Devialet has positioned itself as an “acoustical engineering company” since its founding in 2007, attracting support from high-profile backers like Jay Z’s Roc Nation and the Renault Group. The new flagship store, launched in partnership with Chalhoub Group, aims to establish a strong presence in a region that is passionate about luxury and innovation. The decision to open a permanent location follows the success of a previous pop-up store in the Mall of the Emirates, which received significant consumer interest.

Demont highlighted the local market’s appreciation for luxury products and advanced technology, stating that Dubai’s high consumer purchasing power makes it an ideal location for Devialet. The company plans to further expand its footprint in the Middle East by opening five additional stores in key locations, including Riyadh and Qatar. Demont emphasized that being in the right location is crucial for success, and their partnership with Chalhoub Group aligns with this strategy.

As demand for premium audio products increases due to urbanization and a growing number of high-net-worth individuals, Devialet is capitalizing on this trend. Their technology, such as the Analogue Digital Hybrid amplification developed by co-founder Pierre-Emmanuel Calmel, underpins all their products and shows no signs of declining interest.

The company’s latest release, the Devialet Mania, features artificial intelligence (AI) that offers 360-degree sound optimization, adjusting its output according to room acoustics. Demont explained that the AI can analyze the impact of nearby walls to ensure optimal sound direction.

Looking ahead, Demont asserted that AI will play a crucial role in all future products, noting, “AI will be in every product in the future of this company because it will bring more technology, and we need to be at this level.”

Beyond audio technology, Devialet has developed a lifestyle brand through collaborations with prominent names such as Louis Vuitton and the Opera de Paris. A new collaboration with the Opera de Paris is expected to celebrate its 150th anniversary later this year, reflecting a shared passion for music and artistry.

Demont remarked on the significance of this anniversary, stating that it provides an opportunity to develop new products together, as both parties share a commitment to high standards of artistry and sound quality.