With the brand defined and new
name agreed, Majid Al Futtaim
Group appointed Klein O'Rorke to devise and implement a trade marketing campaign focused on attracting European brands to Mall
of the Emirates.

The iconic snowboarder image was adopted as the visual lead and inspiration for the creative work.

We then developed this through to a stand at MAPIC, event invitation and hard-backed leasing brochure.

In addition, a piece of editorial was sold-in to the Retail Week edition published to coincide with MAPIC.

Mall of the Emirates dominated
MAPIC and successfully captured
the imagination of the leasing
industry attending.

Very quickly, the leasing was over-subscribed, allowing MAFG to secure the right brands in the right locations.

Furthermore, despite extensive competition, Mall of the Emirates gained a reputation for being the region's dominant retail and leisure destination. A reputation it still enjoys.