Majid Al Futtaim, the leading shopping mall, communities, retail, and leisure pioneer across the Middle East, Africa, and Asia, has launched its first-ever concept destination, THAT. The beautifully curated space in Mall of the Emirates takes millennials and young-at-heart culture seekers on a complete lifestyle journey. THAT explores the very best in the world of fashion, fine Jewellery, home, beauty, grooming, fitness, art and soon dining. The new flagship store follows the successful launch of THAT Concept Store APP in June 2020 and THAT store in City Centre Mirdif.

The multi-brand homegrown concept goes above and beyond the transactional retail of traditional bricks and mortar stores, giving access to an immersive world of interactive experiences and services that reflect the passions and preferences of modern shoppers. Located on the ground and first floor of the mall in Via Rodeo, THAT is a one-stop-destination of luxury experience; one that presents countless opportunities to be inspired and enriched.

Besides the coveted selection of established brands and emerging designers, THAT offers a fitness studio in collaboration with BARE fitness, a world-class range of beauty and wellness services, an art and culture space, multiple services and soon to follow an appetising selection of eateries built to inspire. Inaugurating the everchanging art and culture space is Ayyam gallery; a leading arts organisation that manages the careers of diverse established and emerging artists.

With a firm focus on designer and contemporary brands, THAT invites design connoisseurs to discover curated edits from over 150 international and regional designers that are hard to get your hands on in the Middle East. These include; JW Anderson, Simone Rocha, Thom Browne, Marni, Bil Arabi, Mad Paris, Azza Fahmy and Tom Dixon to name a few. THAT also offers exclusive brands in the UAE such as Ivan Grundahl, N21, Irene Is Good, La Haine Inside us and Opening Ceremony.

Guests can visit THAT BEAUTY — THAT’s very own beauty hub — for a first-class grooming service or beauty treatments; in the form of a haircut, blow dry, massage or scrub. The concept also houses a nail bar, aptly named NAIL THAT; and a brow bar called SHAPE THAT. For men, a designated barber shop, THAT BARBER, is also available.

Fitness fanatics and guests looking to get in shape can work up a sweat at THAT FITNESS by BARE: the only fitness studio in Mall of the Emirates. THAT FITNESS hosts high and low intensity training classes and opens every day at 6.30 AM.

“THAT Concept Store adds a completely new experiential retail offering to the Middle East market. THAT goes above and beyond the traditional brick and mortar experience; bridging fashion and leading-edge technology to offer a satisfying and responsive service like no other. This is an unmissable opportunity for artists, designers and local talent to express themselves through the many activities and events that we will be hosting.” — Fahed Ghanim, Chief Executive Officer, Majid Al Futtaim — Lifestyle

“We are delighted to introduce THAT concept store in the heart of Mall of the Emirates: a one-of-a-kind destination that is set to revolutionise the future of retail in the UAE and the Middle East through its immersive concept of experiential activations and rotating calendar of installations and events. We’re proud of the role Majid Al Futtaim is playing in pioneering such unique experiences, as we continue to be a leader for retail innovation.” — Shireen El Khatib, Chief Executive Officer, Majid Al Futtaim — Shopping Malls

The concept store has implemented a wide variety of innovative digital elements to make shoppers’ purchasing experiences more exciting and seamless than ever. Fitting rooms, replete with smart digital mirrors, allow shoppers to request another size or colour of any given item they try, and also suggest styling options to complete the look.

Shoppers looking to access the latest drops and exclusive brands can download and explore THAT Concept Store APP, which is available to download on all Apple and Android smartphones and through the website www.thatconceptstore.com