Major Middle East FEC operator Majid Al Futtaim has opened a totally new project, THAT, a concept destination.
The group, which is a developer of shopping malls but has its own entertainment division that includes Magic Planet, has launched the new concept in the prestigious Mall of the Emirates in Dubai.
The attraction "takes millennials and young-at-heart culture seekers on a complete lifestyle journey," said the company in a release. THAT explores the best in the world of fashion, fine jewellery, home, beauty, grooming, fitness, art and (shortly) dining.
The flagship store follows the launch of the THAT Concept Store App in June of last year and the THAT store in City Centre Mirdif, a major shopping mall in Dubai.
The company says the concept goes beyond the transactional retail of traditional bricks and mortar stores, giving access to an immersive world of interactive experiences and services that reflect the passions and preferences of modern shoppers.
It has top brands and emerging designers, a fitness studio, range of beauty and wellness services and an art and culture space.
