Angels Kidswear opens new store concept at Dubai Mall

Luxury children's brand Angels Kidswear has unveiled a new store concept at Dubai Mall. AW Rostamani Group approached Barber Design Consultancy to work on the new store format, following its work with the Discovery Store in Dubai; the client wanted this project to have the same impact and the 'forefront of something new'. Barber's brief was to create a store that is luxurious, but not too colourful or garish. Modern, cool, contemporary with interactive elements that make shopping with children enjoyable and fun, but also luxurious enough that the parents are encouraged to spend money. The design consultancy created a magical environment that is adventurous and bold.


The brief was to creat an exciting destination for tourists as well as nationals in Dubai. The brand wanted something different, like nothing that has been done before. As Dubai Mall is a popular destination for tourists, the giant angels wings positioned at the front of the store is a great way to attarct customers, and encourage selfie-takers to promote the store and AW Rostamani brand. 


'We are delighted with our Angels new childrenswear Flagship store concept. Having recently purchased the Angels brand and stores, AW Rostamani wanted a refreshing update to the retail experience; Barber were the perfect team to bring our vision to life,' says Greig Fowler, CEO of AWR Lifestyle. 'We worked closely with Doug [Barber] and his designers in several workshops to define the retail strategy; once the vision had been set by all the stakeholders, Barber then developed the new Angels brand identity and the retail store design in conjunction with our team to introduce a fresh and exciting retail concept that firstly attracts customers with an open fascia and an engaging ‘shopfront selfie moment’ for peer to peer social media sharing. Once inside the store an exciting customer journey for adults and children alike has been created with a fluid and curvaceous layout.

'Cutting edge technology and interactive 'selfie moments' have been interwoven with the retail experience to 'engage and delight' the customers, and most importantly create a lasting memory associated with our new and dynamic Angels brand,' continues Fowler.

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