The buying model

Since the focus is on curation, THAT doesn’t adopt a franchise model – it’s a buying model instead where the team goes out seeking the latest trends and playing host and home to niche, exclusive brands that aren’t usually available in Dubai, on a rotational basis.

“This concept brings newness and a fresh concept to retail. We have a lot of pop-ups and a busy calendar throughout the year to allow brands to showcase their products, he said.

However, it’s not just brands that find a space in the store. DJs, graffiti artists, ramp walk models from the region and across the globe are all a part and parcel of THAT’s experience.