That’s THAT
Gone are the days where the debate was about bricks versus clicks. It’s time to bring all things ‘Omni’ to life and Majid Al Futtaim has done just that with its first-ever concept destination, THAT retailers.
Everyone in Dubai is familiar with the idea of window shopping, especially during the summer months, where you go to a mall and just stroll – occasionally going into a shop because you saw a piece of clothing or apparel or an offer on display that caught your eye. Has it ever happened, where it wasn’t a product but the store itself that made you stop and drew you inside?
If it hasn’t yet, then it is time for you to go to the Mall of The Emirates, where a whole new concept that is set to revolutionise the retail experience, breaking the traditional rules f store design, visual merchandising, and stacking is waiting for its customers with its doors wide open.
Gone are the days of traditional brick-and-mortar as well as purely e-commerce retailers. It’s time to bring all things ‘Omni’ to life and Majid Al Futtaim has done just that with its first-ever concept destination, THAT.
The multi-brand homegrown concept with 10 experiential offerings, six services, three food and beverage options and an exclusive range of fashion, footwear and jewellery brands merges both digital and physical retail.
“There was a clear gap to offer experiential retail. The size of the store shows that it’s not a shy effort but really talks to the customers that can’t find a place to spend their entire day. You can start your day as early as 6.30 am at our fitness studio, do your hair at our salon, drop your laundry and have coffee from any of our three F&B concepts”, said Fahed Ghanim, Chief Executive Officer, Majid Al Futtaim — Lifestyle.
“We believe the future is Omni. THAT’s experience starts on our app where you can book appointments, browse products, click and collect etc. Merging the physical and digital environments is a true testament to the next generation of retail. The digital aspects are quite embedded in our concept through the digital mirrors that suggest styling options to complete the look where you can order products, change the size, and complete your transactions”, he explained.