Majid Al Futtaim asked us to develop a brand for a concept retail platform for men and women. Uniquely shaped for the MENA region: an expertly curated edit of over 150 established and emerging fashions, sports and street wear designers.
Starting with defining the target consumers and mindsets we began with research to define the brand platform and positioning for the store concept before an extensive naming exercise.
The design and tone of voice centered on a digital first system that was dynamic and bold ensuring that the brand is substantially differentiated.
The first retail store opened in 2020 to great acclaim in Mall of the Emirates and a second quickly followed in City Centre Mirdiff with further store expansion planned.