Appointed by Majid Al Futtaim Group, the largest private owner and developer of shopping malls in the Middle East, our brief was to create
a brand that would not just be commercially successful in its own right, but would reaffirm Dubai's status as a world-class destination.

A pivotal dimension of our brand positioning was to change the name from 'Souk Al Nakheel' to 'Mall of the Emirates', a title with international stature and regional dominance.

In a region awash with new-build shopping malls, we focused on skiing as the key differentiator, despite sceptism from some in the market.

In March 2007, just 18 months after opening, Mall of the Emirates was voted 'Retail Destination of the Year' at the inaugural World Retail Awards, and today is regarded globally, as a top five shopping mall.