New concept store THAT opens at Mall of Emirates

  DUBAI – THAT, the first concept destination, has been launched at Mall of the Emirates in Dubai. The curated space takes millennials and culture seekers on a complete lifestyle journey, featuring the best 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, and THAT store in City Centre Mirdif. The multi-brand homegrown concept gives 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. THAT also 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. 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. 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. ICA/Expat Media
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