Working with The Discovery Channel team we helped develop a new flagship store in Dubai to create
maximum retail brand awareness within the UAE as part of the Dubai Mall Aquarium visitor experience.
Featured within the Aquarium & Underwater Zoo at the Dubai Mall, the new Discovery Channel store creates a unique retail environment and customer experience. Pushing the frontiers of innovation and offering a mix of must-have merchandise and educational experiences, it does so with a message of conservation at its core.
The storefront window houses its own aquarium, above this, a huge LG screen features
awe-inspiring marine life, providing a seamless integration of digital and reality.
The store has a strong emphasis on conservation and philanthropy, promoting the concept of ‘responsible retail’
and encouraging the spirit of curiosity and adventure. The large majority of our products are charity-based
such as Love Brand and Gandys Flip Flops and all have their own unique stories.
Merchandise from Discovery Channel and Animal Planets many popular TV programmes and franchises are
all available to buy as well as other products including watches, books, apparel, outdoor gear, and scientific toys.
If it’s within your budget you could even splash out for a submersible or an underwater ROV.
“One of the most effective ways to promote environmental awareness and conservation initiatives is to instill a sense of real-life engagement with these activities in the minds of the public.”
The first week after the launch of the rebrand saw a sales increase of 58% up from the previous store’s sales.
The next phase of the project was to implement the infamous Shark Week promotion.
As well as this we were asked to look at the “At the Top” shop in the Burj Khalifa.
