Titled ‘THAT’ the concept destination is located in Mall of the Emirates and aims to take shoppers on a complete lifestyle journey.
The concept is complete with 10 experiential offerings, six services, three food and beverage options and an exclusive range of fashion, footwear and jewellery brands. The concept offers a fitness studio in collaboration with Bare fitness, a range of beauty and wellness services, an art and culture space and more than 150 international and regional designers, including JW Anderson, Simone Rocha, Thom Browne, Marni, Bil Arabi, Mad Paris and Tom Dixon.
THAT merges the physical and digital aspects of shopping. Fitting rooms complete with smart digital mirrors allow customers to request other sizes or colours of any item and also suggest styling options that complement the look. Other services include a shoe and handbag repair spa, a personalisation service for clothing and a click and collect offering.
“THAT Concept Store adds a completely new experiential retail offering to the Middle East market. THAT goes above and beyond the traditional brick and mortar experience; bridging fashion and leading-edge technology to offer a satisfying and responsive service like no other,” commented Fahed Ghanim, Chief Executive Officer, Majid Al Futtaim – Lifestyle.
