Mall of the Emirates undergoes brand refresh

Adgully Bureau |

Majid Al Futtaim, the leading shopping malls, communities, retail, and leisure pioneer across the Middle East, has launched a transformational brand refresh of its flagship Mall of the Emirates in Dubai, embracing a unique human-first approach to offer customers a 360-degree lifestyle destination for today and tomorrow where they are celebrated as individuals and feel valued for their choices and preferences at every moment.

Building on its legacy as the Mall of Firsts, the pioneering concept at the heart of the Mall of the Emirates’ brand refresh focuses on the incredible human experience that revolves around the unique array of outstanding retail options, shopping rewards, conveniences and digital services that transform the idea of a shopping mall into a personalised space of unfettered possibilities and unlimited discovery.

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

“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,” said Michelle Walsh, Senior Director of Marketing and Communications at Majid Al Futtaim — Asset Management Business Unit. “This disruptive brand refresh stems from our belief that shopping is just the beginning at Mall of the Emirates – at the heart of this campaign is our unique individual-centric approach to our customers. 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.”

For those seeking an opulent customer experience , two conveniently located VIP lounges – Cle D’or and The 9, allows a luxury respite as they dip in and out of the world’s most iconic brand stores, and ensures that shoppers do not need to go out of their way to access luxury shopping. An unbeatable range of mainstream brands located in close vicinity to luxury brands provide shoppers with a wealth of options for personal style curation, making Mall of the Emirates their preferred destination.

The unique experience of visiting Mall of the Emirates is backed by unmatched conveniences that have become a hallmark of the mall. The foremost among these is its signature facility to reserve exclusive parking spots in advance, along with ticketless Smart Parking, hands free shopping, and more. Thanks to Mall of the Emirates’ highly sought after Digital Concierge service, its unrivalled shopping experience now extends to customers who want to shop the whole mall from anywhere. Using the service, customers can 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 innovative, attentive services and the human-first focus that set Mall of the Emirates apart. This includes pampering guests with industry-leading 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 an enticing new dimension at Mall of the Emirates, with the award-winning Ski Dubai indoor snow park and ski resort providing the perfect backdrop for snowfights and snow chalet retreats in the desert.

Whether big or small, every experience and interaction at the newly-rebranded Mall of the Emirates is transformative for customers in one way or the other – from refreshing the mind and refueling the body over a stimulating cup of coffee with a side of exceptional service, to discovering a brand new self and reigniting a passion for life, or experiencing exclusivity with the mall’s members-only lounges. With the brand refresh , Mall of the Emirates once again takes the lead in embracing the endless possibilities of the future with a personalised customer experience at the heart of it.