IN the fashion floor of House of Fraser, close on dozens of the 100 or so visual merchandisers flown in last week were putting the finishing touches on displays of collections ranging from Nicole Farhi to Versace.

As general manager, Jean Ann Taylor explains, however, that there is "something for everyone, including a personal shopping service for men" across the four fioors in this 140,000sq ft department store which is placed in the 'middle to upmarket' bracket.

Throughout, the labels read like a 'who's who' of fashion, from Vogue, Chanel, DKNY, Dolce and Gabbana and Mulberry accessories at first floor level; Paul Smith at lower ground floor menswear; to third-floor homewares from French Connection, Cath Kidston and Linea, to name but a few. Retailers will also "nd childrenswear from names such as Ralph Lauren and Diesel.

If it all gets too overwhelming, shoppers can relax in Cafe Mimo, which has a decked and patio heated roof terrace with spectacular views of the city skyline.

Artist Sharon Marston is assembling her spectacular lighting installation as we walk around. Her work was spotted in the Victoria and Albert Museum last year by House of Fraser, which has asked her to scale up her exhibit some 600 times to dominate the soaring glass frontage of the store overlooking the new town square. It's that kind of store.

But Taylor stresses that there is an Irish identity here too, with the inclusion of fashion ranges from Mariad Whisker, Aideen Bodkin, Mary Grant and Regine and crystalware from Louise Kennedy.

What was it about Dundrum, rather than anywhere else worldwide, that tempted House of Fraser to venture beyond their UK market?

"Although we were aware of the strength of the Irish economy, the move here was very carefully researched. We had people over here for months, going into shops, going into restaurants, asking people on the street about their shopping habits, needs and desires, " says Taylor.

"But we haven't just taken House of Fraser and literally dropped it in Dundrum. Those Irish names are very important, and similarly, it will benefit those specific designers in turn in the UK market."

An additional factor for the company is that this is a town centre which will also have cinemas and other recreational and leisure activities.

It's not just a retail park or run of the mill shopping centre, says Taylor.

"We were encouraged by the fact that so many international retailers have already opened here, while Dundrum offered us the right size of store. What I love about the centre is that it's not a concrete square with shops in it.

"The design is clever, easy to navigate and full of light.

And at the moment, there is a great buzz about the place."

There are plans afoot to open another House of Fraser in Belfast in 2007.

For the moment, the view from House of Fraser takes in the ancient, stately fir tree by the 400-year-old mill pond which has been preserved through all the blasting, drilling and building of recent months.

Its survival is another mark of approval from the centre's tenants. Even the tree for Christmas 2005 has been taken into consideration.