Angels Kidswear  – a retail design for AW Rostamani Group in Dubai

23rd October 2018

Angels in the Dubai mall

Last week our new retail design store concept for Angels Kidswear opened in the Dubai Mall, in Dubai.

Angels in the Dubai mall

This project has been the latest development from our partnership with Dubai-based AW Rostamani Group to create a new brand identity and flagship store concept for their Angel’s kidswear brand. Having seen our work with the Discovery Channel and Emaar Store in Dubai which features the world’s largest retail media screen and a walk-through aquarium, AW Rostamani wanted a project that would have a similar level of impact with the sense of something that had not been done before – ‘at the forefront of something new.’

Angels in the Dubai mall

Angels in the Dubai mall

For locals, tourists, children and parents

Our brief was to create an exciting and magical shopping experience for both tourists and locals. Dubai is a hotspot for international luxury travel and we wanted this store to be a talking point and something that visitors with children would seek out on their trip. The Angels retail design has a modern, cool and contemporary feel with interactive elements to make the experience of shopping with children enjoyable and fun – rather than a chore. It is a place that children would specifically want to visit – but also luxurious and interesting enough that parents are encouraged to browse and buy. Inside the store there are jars of sweets and video screens set into the tables in a luxury seating area where children can enjoy themselves within clear view of their parents in the uncluttered open plan design.

Angels in the Dubai mall

Angels in the Dubai mall

Magical, adventurous and bold

The store design is luxurious, but without the bright, garish crayon colours often associated with childrenswear brands. At the entrance to the store, shoppers are greeted by a pair of vast 3D angel wings mounted on a floor-to-ceiling image of clouds at sunset. The wings create an opportunity for a ‘selfie moment’ where customers are able to engage with the brand and share on social media, thus promoting the store further with a ‘peer to peer’ endorsement.

Once inside, the flowing design features lots of curves and elipses – or ‘halos’ throughout the branding. Dramatic uplighting compliments the cascading ‘whalebone’ design of the ceiling which echos the shape of the angel wings with off-white drapes giving a theatrical feel. The predominant colours are a gentle off-white with lighting effects in subtle cloud colours of pale pink, violet and blue.

Angels in the Dubai mall

Angels in the Dubai mall

Doug Barber, MD of Barber Design has describes why he enjoyed working on the project:

”This project allowed us total creative freedom to create a flagship store for Angels by ripping up the rule book of what a brand might expect and allowing us to think outside the box in terms of what an engaging retail space could feel like.

“Without a doubt it is one of the most unique retail spaces we have worked on and successfully delivered for a fantastic client who was totally open to new and exciting ways to engage with their brand.  We were tasked with creating a new brand identity for Angel’s and a new store concept.   Research shows that customers nowadays are now looking for a ‘a total retail experience’ and this store will certainly entice, engage and delight shoppers …and leave a memorable imprint on their minds to ‘share and tell’ and re-visit with their families as brand advocates.  It is one of the most enjoyable projects we have worked on in the last few years and allowed us to also showcase our creativity to  our clients in Dubai and the rest of the UAE.”

Angels in the Dubai mall

Angels in the Dubai mall

The store reopened on Monday after the luxurious refit and is already proving a hit with shoppers. If you’re visiting Dubai this autumn do go and check it out and let us know what you think!

Angels in the Dubai mall

Angels in the Dubai mall

Angels in the Dubai mall


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