In Brief: Pulse Middle East

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Pulse Middle East transforms two Rostamani retail group stores in the Dubai Mall.

In the past decade, the retail industry has transformed from merely shopping spaces into full-fledged client centred experiences. With a significant rise in the concept store model, retailers are increasingly turning to audiovisual companies in an effort to keep up with the trend of providing customers more than just a shopping space, but rather a heightened overall experience. Pulse Middle East, a renowned audiovisual companies in Dubai, has recently completed the transformation of two Rostamani Retail Group stores in the Dubai Mall. The first project was for American Rag Cie, a well-known Los Angelesbased concept store that opened its doors for the first time in Dubai this

September. The store provides for an immersive and captivating customer experience, largely due to the remarkable audiovisual setup inside and around the store. Shoppers are treated to a full-fledged show thanks to the fascinating entertainment lighting, quality professional audio and DJ booth. The setup is complemented by a mesh screen on the ceiling that can play movies, graphics, branding or mirror the huge screen installed near the American Rag Cafe. Another interesting feature of the screen is that once it turns off, it becomes transparent, showcasing the epic Burj Khalifa from the store’s skylight ceiling. Finally, the most interesting feature is the live in-store interactive screen

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that mirrors all movement in front of it, uncovers different content and creates a snow cloud that follows shoppers past the window. The second project, Angels, a kids’ luxury fashion store is also designed with a full focus on innovating customer experience. In order to appeal to both kids and their parents, Pulse Middle East implemented a fun and interactive solution for the retailer. The first attention grabber, a large media façade installed at the store’s entrance, is a 3D visual installation creating a floating optical illusion of the brand’s famous angel wings. To achieve a fully interactive space, Pulse Middle East installed LED flooring under the screen which integrates together with all the TVs scattered inside the shop. The cherry on top, an

interactive touch screen placed within the table of the waiting area. On it, kids can enjoy their stay by playing their favourite games allowing their parents to shop with ease. The retail landscape has changed substantially in the past decade. Most, if not all, retail brands are increasingly relying on non-traditional means of improving their customer experience including modernising their stores with lighting, audio and video. With (minimal investments) in store revamps, retailers are able to convert passers by into shoppers and avid brand supporters.

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