Hypermedia, an advanced smart DOOH and retail media company, has won the exclusive media representation of Avenue Mall in Nad Al Sheba for five years, marking a new milestone in the evolution of premium retail media experiences in Dubai.
Under the agreement, Hypermedia – a subsidiary of W Group Holding – will upgrade, manage, and commercialise Avenue Mall’s media network, transforming it into an intelligent, data-driven ecosystem designed to enhance brand performance while preserving the mall’s refined and exclusive atmosphere.
The network will combine advanced smart screens, real-time AI-enabled sensors and existing media assets, including three backlit wall banners, delivering contextual triggers, audience measurement, and campaign optimization in real time to maximize return on investment for advertisers.
Ayman Elkawaas, CEO of Avenue Mall, said, “Our focus has always been on creating a space that feels personal, curated, and deeply connected to our community. Our partnership with Hypermedia marks a considered step forward, introducing smart, data-driven media in a way that enhances the overall experience rather than overwhelming it.
Elkawaas added, “We believe the true value lies in balance: offering brands meaningful visibility while preserving the calm, refined atmosphere our visitors expect. This collaboration enables us to achieve both, while continuing to evolve in a way that remains true to our identity.”
“Avenue Mall represents a rare retail environment defined by loyalty, quality, and a highly engaged local audience,” said Philip Matta, CEO of Hypermedia. “Our role is to transform the mall’s digital media network into a smart, responsive platform that respects its exclusivity while delivering real, measurable impact for brands. By combining intelligent screens with real-time insights, we are enabling a new standard of retail media, one that enhances the shopper experience and optimizes outcomes for advertisers.”
Avenue Mall is widely recognised as a high-end retail, dining and entertainment destination, catering primarily to a discerning local Emirati community.
Its carefully curated mix of stores, restaurants, and family-oriented experiences has positioned it as a niche destination the visitor journey is intended to be defined by quality, comfort and exclusivity.
Hypermedia’s transformation of the mall’s digital network is designed to complement this positioning. By introducing intelligent media capabilities, the new infrastructure intends to allow brands to engage shoppers at the right moment, in the right context, without disrupting the mall’s intimate and premium environment.
The aim is to enable a seamless integration of technology that elevates the experience for visitors while unlocking measurable value for brands.
