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THAT concept store by Majid Al Futtaim is a luxury concept store in the Mall of the Emirates. Even thought the store is still very young, it has already built a strong reputation for its curated offer. The business has ambitious growth plans and to guide these they wanted to more clearly define their positioning, building further on their reputation.


We researched and mapped the future luxury landscape in the GCC region, looking at drivers of growth and category predictions for the short and medium term. To build a complete picture, we also mapped the different luxury consumer trends in the region.

In a workshop with key decision makers, we analysed the current brand strategy and positioning in light of the future luxury landscape. This enabled us to identify opportunities to further strengthen the positioning and future-proof the brand.


The long-term positioning and brand strategy was presented and approved by the board, and the luxury consumer trends were used to generate new tactics across the marketing mix. The new positioning is also used as part of the commercial presentation to convince luxury suppliers to partner with THAT.

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