Discovery Channel Flagship Store

Experience design for Dubai’s biggest tourist destination

Working with The Discovery Channel Licensing team we have developed a new flagship store concept in Dubai to create maximum retail brand awareness within the UAE as part of the Dubai Mall Aquarium visitor experience.

Barber Design are very excited to announce we have been working with the Discovery Channel on a new flagship store concept in the Dubai Mall, the first of the new partnership between Emaar Entertainment and Discovery Consumer Products. Working closely with the Discovery Channel Licensing team we developed an ‘underwater’ store, with emphasis on conservation and philanthropy, promoting the concept of ‘responsible retail’ and creating maximum retail brand awareness.

Discovery Channel gave us a blue-sky freedom that really allowed us to push the boundaries of customer experience and retail design to create a truly unique retail environment within the largest mall in the world. The storefront is suspended over an aquarium, offering a seamless integration of digital and reality. It was created using huge LG LED screens, featuring awe-inspiring footage of marine life. Located in Dubai Mall, in Dubai Aquarium & Underwater Zoo, the new Discovery Channel store pushes the frontiers of innovation at several levels offering a unique mix of must have merchandise and educational experiences, all with a message of conservation at its core.

“The Dubai Aquarium store project is a unique opportunity for Discovery to showcase our brand to the largest Mall in the world and we needed to work with a forward thinking and innovative retail design agency. With Barber we were able to create a bespoke customer journey within the store, amplify our brand message plus retain the integrity and brand experience consumers would expect from Discovery. Innovative, experiential and much more…” -International Licensing Creative Director, The Discovery Channel