THAT Concept Store
Realign to Redefine
From September 2021 to March 2022, The RMK Collective lead its first big project redefining the brand strategy of Majid Al Futtaim's own original concept from the identity and community to layout, organization and content creation with the collaboration of the Collective's group of experts.
In 6 months, along with my expertise, team and the collaboration of a Collective of experts especially curated by The RMK Collective, I was able to realign Majid Al Futtaim's THAT Concept Store brand strategy through the redefinition of the concept, its community, content strategy, and image while supporting with the launch of their website, proposing a new look and feel as well as elevating the experience with the proposal of an innovative layout, making connections for future collaborations and bringing new brands into the store.
As a result of the project, THAT Concept Store's image has evolved into an editorial and fresher one; new brands, such as Sarah Jessica Parker, have joined their portfolio; the customer experience in-store and online has been improved and elevated and some of the exciting collaborations proposed have been made a reality, such as the introduction of their first in-store gallery in partnership with Art Korero - but above it all, THAT is now a more community-centered concept, targeting communities needs and wants.
A New Campaign - A Renovated Image for THAT
With creative agency, Freedom, under the creative direction of digital storyteller & content builder, Sally Matthews a new campaign was launched in April 2022, giving a renovated and fresh look and feel to the concept store.
As part of the "connector" essence we have at The RMK Collective, we connected Freedom and Sally to THAT to support and guide in the journey to the elevation of the store's image.
Art|Kōrero x THAT | An in-store pop up gallery
After a proposal of creating an in-store gallery to elevate the customer experience, we connected the Middle East's fastest growing art consultancy, Art Korero to the creative team at THAT Concept Store to make this idea a reality.
The unique partnership that launched in August 2022, is focused on hosting a series of inspirational artist-led activations.
Located on the second floor at their new Arts & Culture space on the three-storey shop located at Mall of the Emirates, this project kicked off with the renowned British abstract artist, Nat Bowen.
SAWA x THAT | Supporting Regional Talent
SAWA is an initiative created by founder of The Modist, Ghizlan Guenez & Emirati jewelery designer, Salama Khalfan in 2021 to bring together local creatives, designers and homegrown business owners in a pre-Ramadan market to put the limelight on their work.
For 2022's event, SAWA partnered with THAT Concept Store to bring the initiative to their three-storey floor. Due to to the enormous amount of participants on this edition, the event finally took place in Al Serkal Avenue.
Instead a pop-up was created on the ground floor of the store where some of the participant brands had the opportunity to sell exclusively their products during the month of Ramadan.
New Brands to the Portfolio - Shopping Experience Elevated
At The RMK Collective we like to create human connections of all forms - even with brands involved.
For this project we worked in elevating THAT Concept Store's brand portfolio by connecting the concept to international brands to make the iconic store a selling point of their products at The Mall of the Emirates.
Working side by side with a CX expert, we proposed new display options and location ideas to enhance the in-floor experience. As part of this, a proper station was created for the pop-up sneaker experience, "You Better Fly", as well as a renovated area in THAT's signature yellow to display some of their latest additions, as well as Sarah Jessica Parker's shoes (a brand that is now part of their portfolio).