Page 35 - November 2020

RETAIL DESTINATION PROFILE | MALL OF QATAR

“Our strategy comprises of
Rebirth of Retail ensuring digital transformation,
three ‘pillars’, namely creating
an entertainment destination,

and creating an even better
shopping experience.”

One of the largest groups in Qatar, Power International Holding has managed the
game-changing Mall of Qatar since March. Here, RLI sits down with PIH’s Vice

Chairman and Group CEO Ramez Al-Khayyat to discuss this unique destination,
how it has fared in these difficult times and what its plans are for the future.
Ramez Al-Khayyat

pposite the Al Rayyan stadium, which is to that will come after the Covid-19 pandemic has been quashed,” Not ignoring the digital transformation that is going on beside the Mall of Qatar. The residential city will consist
be one of the host venues of the 2022 FIFA explains Power International Holding CEO Ramez Al-Khayyat. across the world, Mall of Qatar will instead embrace this of 1,000 total units, with a built-up area of 219,584sq m.
World Cup that is strategically positioned on “Our strategy comprises of three ‘pillars’, namely creating an change through a comprehensive ecosystem of digital shopping It will also include a school that will accommodate 700
O the way from Doha to the desert landscapes entertainment destination, ensuring digital transformation, and experiences, including a customer data platform that allows students and a theatre of 300 seats and a gymnasium.
is one the country’s gems - the Mall of Qatar. creating an even better shopping experience.” them to engage with customers and a generous loyalty Construction is underway and is expected to be
As a shopping destination, the elegant mall is unrivalled, A recent Ipsos survey of 25,000 people across 25 programme that will encourage frequent visits and an innovative completed first quarter of 2022.
with over 415 stores spread over 429,190sq m. However, countries showed that more than half of people shopped e-commerce platform to complement the experience. They In terms of accessibility to this world-class destination,
Mall of Qatar is so much more – it is an entertainment online for convenience, but still visit malls for the overall are working with the top players in digital transformation from the city metro, Qatar Rail’s green line, will take passengers
hotspot, hosting the world’s first resident troupe; there is experience. They are no longer shopping only destinations, Google to Antavo, Adobe and SAP to implement these changes. directly to the mall. Qatar Rail has recently re-opened as
a 360-degree rotating festival stage; a five-star ‘Collection which is why we have planned a series of international “Whilst working on these digital advancements, we part of Qatar’s four-phase plan of gradually re-opening
by Hilton’ hotel; and a 19-screen megaplex, featuring the shows that will see the 360-degree stage used seven days must not forget what made the mall so fantastic in the public and commercial spaces.
largest IMAX Laser 3D projection system in the world. a week by a group of more than 100 international artists. first place – the shops themselves. We are in the process “These are, for sure, big changes. But the only way to
Power International Holding (PIH), who were awarded the “We are also about to welcome ten new restaurants, of introducing nearly 50 new, premium, and casual brands, build on success is to constantly evolve and the way PIH
management of Mall of Qatar earlier this year, and their aim for adding to the existing 86, resulting in what we believe is an while pop up stores and designer shows will be features of manages that change will make sure Mall of Qatar remains
the site is to take what is already a wonderful venue and make unmatched variety of the best food and beverage outlets in the the mall from now on,” says Al-Khayyat. an icon of the Arabian Peninsula for decades to come,”
it nothing short of astonishing. “This is the perfect time to make world. We are also preparing to expand the number of family As part of the upgrades being made to the site, a new concludes Al-Khayyat.
improvements to the complex as we await the increased tourism entertainment centres from four to six,” states Al-Khayyat. residential city called Grand Zone Residence is being built www.mallofqatar.com

34 RETAIL & LEISURE INTERNATIONAL NOVEMBER 2020