Majid Al Futtaim snags two awards at Retail Asia Awards
Its experiential concept stores push the boundaries of shopping with unconventional twists.
As shopping behaviours shift thanks to the emergence of user-friendly online platforms and frequent sale periods, retailers and mall operators such as Majid Al Futtaim have been trying to go above and beyond the regular shopping experience with experiential in-store offerings to provide customers with more than just their basic needs.
THAT is a concept store owned and operated by Majid Al Futtaim located in the Mall of the Emirates, which is also operated by Majid Al Futtaim. Spread over 4,500 sqm, the space is a multi-brand homegrown concept that provides the very latest curated fashion, art, fitness, beauty, grooming experiences and much more. It features regional, emerging and international brands, an art gallery, a specialty cafe, restaurants, co-working spaces and a selection of services ranging from personal shopping and laundry to a shoe and bag spa.
To amp up the shopper’s phygital experience, the space features magic mirrors that enable customers to put together looks and shop at a click of a button. As well, there is a ‘Click and Collect’ station for customers to collect their online purchases, a dedicated app for an omni-channel experience, and a valet drop.
THAT is for anyone and everyone, for the guest who needs to get a workout done, a blow dry and breakfast before work, for a guest who wants some self-love and a state of wellbeing, a space where one can work the whole day and get that last minute gift before heading home.
“It’s modular, unconventional, and aims to push boundaries giving our audience a space to hang out, shop, promote self-care, and encourages sustainability in the selection of products available that are environmentally conscious,” the retail and entertainment giant said.
In a bid to provide a taste of THAT concept store elsewhere, Majid Al Futtaim opened Something Like THAT, a 1,000 sqm pop-up store in City Center Mirdif Dubai. Similar to its predecessor, the store also offers a curated art space, specialty cafe, customisation lab and a florist to provide a sensorial experience.
The pop-up space was designed and developed by the in-house creative visual merchandise team during the lockdown, with a turnaround of 40 days, which pushed boundaries and inspired the team’s vision for a space that targets a way of living not limited to age or gender.
Through its repurposed furniture and fixtures that provide decorative graphic elements thanks to the help of a local artist, Something Like That aims to encourage repurposing and upcycling materials. “Something Like That represents the future of retail in converting temporary spaces into an experiential ground of discovery and shopping with an unconventional twist,” the firm explained.
For these efforts, Majid Al Futtaim secured both the Pop-up Retail Project of the Year - UAE and Store Design of the Year (Large) - UAE awards at the recently concluded Retail Asia Awards, presented by Retail Asia. Now in its 16th year, the awards event lauds exceptional retailers, projects and executives who have introduced remarkable initiatives and solutions that have further changed the retail industry.
Watch the interview below to know more about their winning projects: