In the United Arab Emirates, shopping is more than just a pastime; it’s a way of life, particularly in Dubai, the Gulf region’s fashion hub. As the pandemic fades, indicators suggest that Dubai’s retail sector is reviving. Mall of the Emirates, one of Dubai’s most well-known high-end shopping centres, is operated by Majid Al Futtaim (MAF), which has a network of malls spanning the Middle East and North Africa.
According to MAF research, UAE consumer confidence reached its best level in ten years in Q3 2021, with mall traffic up 18% over the same time in 2020. Concept stores led the way when shopping returned to normalcy in 2021, including Gigi Concept Store, which specialises in regional native brands and is located in Galleria Mall Al Barsha.
The Mall of the Emirates’ That Concept Store, which opened in January 2021 and marked retail giant Majid Al Futtaim’s foray into concept retailing, was the most high-profile opening in 2021. The two floors feature a mix of millennial-friendly brands including Off-White, Fila, and Open Ceremony, as well as a few Arab labels like Roni Helou, Qasimi, Kaftish, and jewellery designer Azza Fahmy. A fitness centre, a nail spa, and a hair salon are also available, as well as laundry and tailoring services.
MAF opened Store of the Future, a digital concept store designed in collaboration with IT giant Cisco at Mall of the Emirates in January this year, integrating e-commerce and an immersive physical location. Brands and retailers will be asked to use the space on a rotating basis (the first name in is MAF’s own That Concept Store). It’s designed to provide a hyper-personalized shopping experience, while retailers learn from a complete analytical breakdown of customers’ response to products. It’s equipped with state-of-the-art cameras, sensors, and AI artificial intelligence technology that work in tandem.
The importance of technological innovation is stressed by Shireen El Khatib, CEO of Majid Al Futtaim Shopping Malls. According to him, next-generation concept stores should combine technology with personalization and localised experiences, citing That Concept Store as an example. “That was created with a millennial perspective in mind – it necessitates brands not only understanding their audiences, but also nurturing and living their beliefs.” Existing tendencies were intensified by the epidemic, forcing customers who had not previously focused on digital to do so. That transition came with its own set of problems, which we overcame.”