THE DUBAI MALL
The Mall, in the Pocket
Art Direction
+
UX/UI Design
+
Product Strategy
+
Launch Strategy
+
Art Direction + UX/UI Design + Product Strategy + Launch Strategy +
CLIENT
The Dubai Mall
ROLE
Digital Art Director
SECTOR
Retail
TEAM
Creative, UX, Strategy, Technology, Content
THE CHALLENGE
The Dubai Mall is the world's most visited shopping mall and a world class entertainment destination. Online, the experience didn't match what visitors met in the building.
A new brand identity was arriving and needed a home. The website and the mobile app had to carry it, unify a business of many parts, and set the benchmark for everything that came after.
Two audiences had to be served at once, local and international, each needing messaging of its own.
THE IDEA
We designed the site and the app as a continuation of the building: as luxury and as desirable online as in person, seamlessly blending content and functionality rather than keeping them apart.
A 3D map and journey planner helped visitors find their way. Events and promotions were made easier to discover. Editorial space was built in to hold attention and increase dwell time. The messaging flexed between local and international audiences.
The contemporary aesthetic carried the new brand identity across both the site and the app, giving the business one way of presenting itself and a benchmark for the work that followed.
