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New store concept for Middle East fashion retailer Max

Middle Eastern fashion retailer Max has refurbished its large store in the Ibn Battuta shopping mall in Dubai, using a new experiential format designed by Dalziel & Pow.

The ‘Beyond the Expected’ store seeks to build on Max’s position as a brand known for fashion and value by creating a lifestyle destination, where inspirational visual merchandising meets augmented services seamlessly.

The 29,850 sq m (321, 303 sq ft) store has been developed to optimise customer experience and encourage the discovery of Max’s new collections and brand positioning – also designed by Dalziel & Pow. The new store aims to improve customer engagement and drive higher sales.

Added services include a photo booth and phone charging stations, with the brand’s full collection available to browse of an ‘endless aisle’ touchscreen kiosks. A customer feedback solution from Pisano encourages customers to ask for assistance, give feedback, or rate their experience. There is a dedicated Click and Collect area.

“A key function of our retail spaces is to simplify the shopping experience and to make it more intuitive and enjoyable for customers. The revamped store in Ibn Battuta represents a step further in our desire to create a unique space where fashion, and technology co-exist. Customers old and new will discover Max’s evolving brand experience and collections, in a space designed to deliver a seamless experience across all our platforms,” said Kabir Lumba, CEO of MAX Fashion MENA.

A number of digital features have been introduced at the store. Developed by Ombori Group, these include an interactive screen that can be controlled via a customer app on mobile devices. There are also voice-controlled mirrors that respond to both Arabic and English, offering user-specific fashion recommendations and a facility to take selfies, which can be uploaded to the retailer’s Facebook page to claim special offers.

“The entire store experience is built around how the Millennial and Gen Z demographic shop, from digital screens displaying inspiring looks as they view them within the social media world to iPad stations,” says Lumba.

The brand’s new identity uses its existing blue and red colour palette to maximum effect, and includes versatile confetti and dot patterns, along with a new sans serif typeface that is effective in Arabic and English.