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Angels lands at the Dubai Mall

Angels is a new luxury childrenswear retailer in the Dubai Mall in the UAE, launched by AW Rostamani Group (AWR). The multi-brand store sells ranges from brands including Burberry, Fendi, Chloe and Ferrari.

The client appointed UK agency Barber Design Consultancy to develop the store concept. Its brief called for a store that was luxurious, but not too colourful or garish. It also called for a modern environment, with interactive elements that would making shopping with children enjoyable and fun. A number of creative workshops were held to develop the concept.

The target audience for the store includes tourists as well as locals. To aid visibility and stand out in the mall, the store exterior features giant angel wings to attract customers and encourage them to post selfies on social media channels.

"We are delighted with our Angels new childrenswear Flagship store concept. Having recently purchased the Angels brand and stores, AW Rostamani wanted a refreshing update to the retail experience,” says AWR Lifestyle CEO Greig Fowler.

Fowler describes the store as “A fresh and exciting retail concept that firstly attracts customers with an open fascia and an engaging ‘shopfront selfie moment’ for peer-to-peer social media sharing. Once inside the store an exciting customer journey for adults and children alike has been created with a fluid and curvaceous layout. 

“Cutting edge technology and interactive 'selfie moments' have been interwoven with the retail experience to 'engage and delight' the customers, and most importantly create a lasting memory associated with our new and dynamic Angels brand.”

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