Dubai Mall home to new premium Tommy Hilfiger store

Global fashion icon, Tommy Hilfiger, has opened a premium store in Dubai Mall. With the status of being the largest mall in the world, it welcomes more than 80 million visitors annually. Although Tommy Hilfiger had an existing store in this retail destination, a relocation opportunity arose with a move into a much larger and more prominent space – and with it the chance to wholly appeal to the fashionistas and followers of Tommy Hilfiger that visit Dubai Mall.

Having developed a successful long-term relationship with Tommy Hilfiger over the years, rpa:group worked closely with their internal design team to produce a set of fully detailed design pack drawings, along with creating both internal and external photo realistic renderings of the new store.

Designed to the current Premium Sportswear concept, the store also showcases some updated elements and is being touted as the most innovative concept store among the fleet of 47 stores across the GCC group of countries. The centre of the nearly 3,500-square-foot space is cleverly divided into different zones and engagement areas. Seating helps to break up the space and offers inviting places to linger and visually absorb the merchandise.

A bespoke accessories wall creates a focal point, while bright recessed LED strip lighting and the use of vibrant colours in the Tommy Hilfiger brand colour palette enhance the identity and aesthetic. A light oak wooden floor and display cabinets in a herringbone pattern offer softness and warmth, while modular plinths have illuminated bases to create the sense that they are suspended within the space. These are interspersed with elegant polished metal framed rails to offer flexibility and visual variety.

Technology also has an important role in the store, with digital installations showing the latest fashion shows and various interactive screens allowing customers to further engage with the online world of the brand as well.


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