Dubai is one of the world’s fastest growing and most innovative mega cities, with a liberal attitude to culture and lifestyle which sees itself at the cutting edge of style and trend. Level Shoe District, Dubai Mall, is the world’s biggest shoe store, in the world’s largest mall and Shed’s interior designers and architects designed it.
An unimaginative area of Dubai Mall named the ‘Gold Souk’ was demolished in 2010. Owners Emaar Properties didn’t have a ready solution for this large 10,000sqm + floor area. They turned to the Middle East’s trusted fashion group Chalhoub to realise a concept to both literally and metaphorically fill a retail void. Bigger than a Department Store but only a modest part of the vast Dubai Mall, this size felt different and demanded a different response imagined through clever interior design and architecture.
Sheds’ approach was to marry product characteristics to their immediate surroundings. It was imperative for the shopper to intuitively move towards ‘their’ product choice via a series of ‘pavilion’ based environments in which to anchor the customer. These pavilions in the retail design reflected the spirit, aesthetic and sometimes material palette of the product itself. Compelling series of Pavilions which allowed a seamless movement between different shoes category environments.
Comprising:
Shoe’s from 250 different designers.
40 in-store boutiques inc. Dior, Prada, Louis Vuitton, Christian Louboutin to name a few.
In store pop-ups for new designers and trends.
Limited edition merchandise.
Women’s VIP lounge.
Shoe tattoo bar.
Special live events and designer appearances.