ABOUT

Mall of the Emirates is a world famous shopping destination. At its height, it was attracting 31 million visitors. But Dubai’s favourite mall needed to carry out major refurbishments. The challenge with refurbishing a large area like this is it creates dead time and space for the mall. Lots of ugly hoarding does not sit well with the image of a luxury shopping, food and entertainment.

The huge hoarding panels were used as a medium, showing delicious photography of food, fashion and entertainment, presenting visitors with sneak peaks of what was to come. A collection of quirky photographic images of floating fashion models, interacted with luxury icons, mouth-watering food and new levels of entertainment, to represent the experiences undergoing a change within the mall. The floating models represent the campaign idea: A Higher State.

This was all part of a bigger strategic comms platform, positioning Mall of the Emirates as a place where shopping is just the beginning.