Projects /

Victoria’s Secret

Dubai Mall, UAE

Retail | Design Management | Design Implementation

Project Details

Client : Victoria's Secret
Location : Dubai Mall, UAE
Scale : 930m2
Completion Date : Aug 2023

Elegant and Innovative

Victoria’s Secret flagship in Dubai Mall is elegant and innovative, dedicated to femininity, openness, and community, setting new standards in retail design. As one of the largest VS store in the world, this flagship embraces a forward-thinking design concept known as the Store of the Future. The overarching goal is to create an inclusive and inviting atmosphere for customers, featuring a harmonious blend of sophisticated aesthetics and cutting-edge technology.

Upon entering the flagship store, customers are greeted by a captivating interplay of brass finishes, stunning chandeliers, and a gloss finish on fluted wall panels, fixtures, and fittings, adding texture and visual interest to the space. The choice of materials and finishes reflects a commitment to refined luxury that’s accessible to all.

The T-Zone layout plan maximizes accessibility and allows customers to navigate the store effortlessly. The open floor plan enhances the sense of spaciousness, making the shopping environment more welcoming. This layout is aesthetically pleasing and strategically designed to optimize customer flow and engagement.

One of the standout features of the Victoria’s Secret flagship is the Personalization Station, a space dedicated to creating a unique and tailored experience for each customer. This aligns with the store’s commitment to inclusivity, as reflected in the presence of mannequins of various sizes and soft lighting.

This flagship introduces “Crave,” a revolutionary fitting room technology that takes customer service to a new level. Crave leverages RFID tags on garments, providing real-time inventory management and improving product allocation in stores. The fitting rooms are bright, inviting spaces, using soft touches such as plush sofas and bright lighting to create a relaxed atmosphere.

The flagship store in Dubai Mall embodies the essence of a retail space that transcends mere transactions. It is a celebration of design, technology, and inclusivity, providing a glimpse into the future of retail experiences. As customers engage with the store’s innovative features and embrace the inviting ambiance, the Victoria’s Secret flagship at Dubai Mall becomes not just a shopping destination but a destination for social connection and empowerment.