House of Fraser for Retail Arabia
Central Market, Abu Dhabi
100,000 sq ft, over 4 floors
Department Store
Fashion
Feasibility Study
Master Planning
Interior Design
Interior Architecture
Brand Positioning
Brand Strategy
Dual Language Branding
Wayfinding
House of Fraser is the UK’s leading premium department store for designer brands, with 61 stores nationwide. Retail Arabia was granted a licence agreement to bring the brand to the Middle East. As House of Fraser’s brand guardians in the UK, Retail Arabia appointed Kinnersley Kent Design to create the first department store outside the UK, to anchor the Central Market development in Abu Dhabi.
The design scheme is based on the look and feel we created for House of Fraser at the Westfield Shopping Centre in London. It embodies the latest in department store design. The use of beautifully detailed materials, high impact circulation spaces and carefully designed brand environments ensure that the customer experiences glamour, elegance and sophistication at every level.
We adapted the concept to make it relevant to the Middle Eastern Market. We created a new dual language brand and specific experiences to cater for both the Arabic shopper and expats alike. The architecture, each department and branded offer has been individually designed and carefully selected to ensure that House of Fraser continues to offer a contemporary shopping experience in a premium environment.
The wait for a truly world class shopping experience is over. The store not only reflects this in terms of design and architecture, but also in the line up of brands and experiences we are introducing to the city and region. House of Fraser Abu Dhabi opens for business in 2012.