About the project
As the region’s leading sports retailer, the Go Sport brief was to create multi-sensory experience zones within the Mall of the Emirates flagship store to solidify the brand’s prominence and increase customer engagement.
Combining current design trends with innovative technology was key to achieving the brief. Brand Creative installed motion detection display units that recognise once an item is selected to display product-specific visuals on screen, further enhancing the customer experience and increasing brand engagement. All wood joinery and furniture in the project was built within the UAE and energy-reducing LED lights were used for the recessed downlights.
Brand Creative’s in-house graphics department worked with our interiors team to design custom digital apps and graphics that enhance the theme of each zone. For example, the Outdoor zone features imagery that connects the customer with the department offerings whilst highlighting unique outdoor activities available in the region.
The expansive store height is optimised by featuring theatres that display 3D brand activated content, animating the apparel sections with light, colour and super-scaled props. To bring the areas to life Brand Creative utilised the latest in LED technology, which mimics neon lighting but complies with shopping centre safety regulations.
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