Mall of the Emirates undergoes brand refresh

The concept focuses on creating a human experience to transform shopping malls into a personalised space

Majid Al Futtaim has launched a brand refresh of its Mall of the Emirates in Dubai.

It is embracing a human-first approach which puts the consumer needs first to offer them a 360-degree lifestyle destination for today and tomorrow.

The concept at the heart of the Mall of the Emirates’ brand refresh focuses on the human experience that revolves around the array of retail options, shopping rewards, conveniences and digital services that transform the idea of a shopping mall into a personalised space.

As a part of the campaign, the logo of the mall has also been elevated and simplified to give it a refreshing new look.

Michelle Walsh, Senior Director of Marketing and Communications at Majid Al Futtaim says: “With a wealth of distinct features, the reimagined Mall of the Emirates invites customers to explore their own personal version of the mall through high-touch experiences that go beyond conventional shopping.

“Through this brand-new positioning, we invite our valued customers to embark on an inspiring journey to experience what’s yet to be tried, tasted, or watched, and a glimpse of our exciting future.”

Two located VIP lounges – Cle D’or and The 9,  allows a luxury respite as they  dip in and out of the brand stores, and ensures that shoppers do not need to go out of their way to access luxury shopping.

A range of mainstream brands located in close vicinity to luxury brands provide shoppers with a wealth of options for personal style curation.

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Another new feature is the facility to reserve parking spots in advance, along with ticketless Smart Parking, hands free shopping.

The digital concierge service allows customers to coordinate with a dedicated concierge through WhatsApp to select items of their choice from anywhere in the mall, and receive their shopping delivered for free within four hours.

The new campaign also highlights attentive services and the human-first focus; This includes loyalty points, perks and partner benefits through the ‘Share’ lifestyle rewards program to make shopping for anything at the mall an instantly rewarding experience.

Leisure and entertainment also take on a new dimension at the mall, with the Ski Dubai indoor snow park and ski resort providing a backdrop for snow-fights and snow chalet retreats in the desert.

“The launch of our brand refresh campaign is an extraordinary moment for Mall of the Emirates, as we firmly position ourselves at the heart of the region’s lifestyle of the future and strengthen our reputation as the Mall of endless possibilities,” added Walsh.