Lifestyle unveils fresh concept at Dubai Mall

Lifestyle, a retail destination for branded beauty, fashion and home products, has unveiled a fresh concept and omnichannel experience for its store located in Dubai Mall, repositioning the retailer for a modern consumer. A newfound cohesion and synergy between all the departments (fashion accessories, home accessories, home fragrance, youth, and beauty) has been created through cross-merchandising and touchscreens, which have been introduced for more convenient shopping. The result is a more purposeful retail proposition that serves a broad range of customers. The store has been redesigned by Dalziel & Pow.

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A key part of the 446 sq m store's design centres on elevating the beauty offer through the new vision ‘A Beautiful Life’. Building on the historic success of the beauty department, Dalziel & Pow relocated it to the centre of the store, enticing customers inwards through the other departments. This newly named Beauty Lab is the store’s nucleolus and from it, all the other departments radiate out. 

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The flexible Beauty Lab space features a halo-like LED ceiling fixture that spotlights guest brands, experiences, and bespoke offers. This not only creates a point of difference from other retailers and gives customers a fresh reason to return to the store, but also encourages more social behaviour. Furthermore, digital interfaces offer an interactive story and create shareable moments, instantly aligning Lifestyle with savvy, social-media obsessed Middle Eastern consumers.

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The in-store graphics and identity were refined, developing a strong visual language with personality that can be felt throughout the space. Angled lightboxes on the perimeter aid navigation and a distinction between departments are highlighted by the introduction of lifestyle patterns that relate to the each department's aesthetic. For example, brush-inspired patterns signal the beauty department, and mist and spray patterns represent the fragrance department.

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'Lifestyle has always been future-oriented and in touch with the ever-evolving digital needs of young male and female customers. With the launch of this new design, our goal was to create an omnichannel experience, which will meet the shopping preferences of generations to come. I’m pleased to share that this format will be replicated in most Lifestyle stores in the region within the next five years,' says Vikas Attri, CEO of Lifestyle.

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