When it comes to innovation in world-class retail experiences, the world looks to the UAE as a global benchmark. More specifically, Dubai has created a strong reputation putting itself firmly on the map with its superlative offerings. But consumers and tourists in the locale of Abu Dhabi want something more cultural and more understated. There was a genuine opportunity for one more higher-end mall albeit with a cleverly conceived brand strategy.
To create a full strategy and brand blueprint for a new kind of mall and connect with both B2B and B2C audiences and bespoke customer touchpoints.
A vibrant and welcoming destination brand was created to reflect the Mall’s architectural blueprint of generosity of space, light and accessibility and was further embodied through instinctive navigation and an outdoor-feeling indoor space. The business to business proposition was absolutely vital to attract the right mix of tenants and achieve a series of firsts. From signage to uniforms to advertising, Yas Mall has become an attractive offer and go-to alternative for retail therapy.