Image: The new spa features a vintage chic theme

The world's first spa themed and designed on Japan's Hello Kitty character has opened at the Town Center Jumeirah shopping mall in Dubai, United Arab Emirates.

Sharaf Retail director Fatima Sharaf heads the new 1,850sq ft (172sq m) Hello Kitty Beauty Spa, which hopes to appeal to both high-end and leisure clientèle and is the first character-branded spa in the Middle East.

Japan-based Miyuki Okamura is behind its design, with the spa divided into three segments - the reception, a main/central treatment room and the party area.

The main treatment room contains hair and nail stations with a lounge, television and karaoke system for children, while the party area includes make up and styling stations and accommodates up to 15 people.

White drapes divide the reception area from the service floor, with a Kitty Café also on offer. The design features a vintage chic theme with white and pink chairs and couches, as well as Hello Kitty branding where possible.

The spa has two separate service menus - one for 'Queens' and another tailored for 'Princesses', which includes organic nail and beauty products for young girls. The spa is working on the creation of its own line of products.

A spokesperson said: "The spa is specially designed for Queens and their little Princesses who demand nothing less than posh pampering.

"Hello Kitty Beauty Spa is an innovative extension to the brand which allows a younger audience to experience the luxury and pleasures of a day at the spa, within an environment that represents the brand."

Japanese social communications firm Sanrio is the owner of the intellectual property rights to Hello Kitty, one of the country's largest cultural exports.

Details: www.hellokittybeautyspa.com