The Agenda

theAGENDA

ADIDAS LAUNCHES THE FIRST GLOBAL FLAGSHIP STORE IN THE REGION

Dubai will be home to the first adidas flagship store across the Middle East, India and Africa, located in The Dubai Mall The flagship will be the most digitally connected adidas store in the Middle East with over 60 consumer-facing digital touchpoints, as well as the most sustainable adidas store in the region A bespoke line up of in-store services including MakerLab and Crep Protect sneaker cleaning services will be offered within the space adidas announces the opening of its first-ever flagship store in the region. Located in The Dubai Mall, the new adidas store symbolizes the start of a new era of sports – one that is embedded in digital advancements and sustainable practices and embodies the future of retail experience. The unique space, which stretches almost 16,000sqft, aims to transcend the traditional shopping journey, improve consumerbrand interaction, and inspire creativity throughout various store activations. The MakerLab is in the center of the store and provides an unparalleled offering in the region, giving customers a chance to showcase their individuality by customizing their products. Offering a gateway to creativity in all its forms, this space will be activated regularly with specialized designers providing activations in-store. Headline activities include customization through patches, laser engravings, printing, embroidery and more. A picture containing text, indoor, floor, area Description automatically generated To further create a one-stop-shop for all sneaker requirements, Crep Protect, the London sneaker service and market innovators in the shoe care industry, will be offering a range of services in-store to keep consumer's sneakers box fresh. adidas aims to nurture the local community of sneakerheads who can come together and share their universal love for all things related to kicks and culture.

Benefit Cosmetics’ Boutique Arrives in Riyadh Park

Benefit Cosmetics, the San Francisco-based makeup brand, opened its pretty pink doors in Riyadh Park Mall on March 1st, 2021. Well known for its creative packaging, irreverent names and innovative beauty solutions, Benefit has swept the world with one-of-a-kind cult favorite products like Benetint, They’re Real! Mascara, the POREfessional Face Primer, Hoola Bronzer and Gimme Brow+. With more than 3,000 Brow Bars worldwide and award-winning brow products, Benefit is the No. 1 Brow Brand Worldwide and has become the brow destination for both product and service! Founded in 1976 by twin sisters, Jean & Jane Ford, Benefit is currently one of the fastest growing prestige beauty brands in the business with locations in 59 countries across 5 continents and is part of the world’s leading luxury products group, Louis Vuitton Moet Hennessy (LVMH). NEW BENEFIT LOCATION: Ground Floor, Riyadh Park Mall

Aquae Jewels Launch SS21: Paying homage to the streets of the world’s fashion capitals

The Aquae Jewels SS21 pieces are a curated collection that paints a compelling picture of not just where fashion is right now, but how it’s factoring into our real lives. From trend-led fashion, haute couture, to more classical revisited designs, Aquae Jewels captures a contemporary and rejuvenated aesthetic. Pendants reign supreme this SS21 and can be seen floating on delicate necklaces or piled across the ear on layered chains. Stars come out to shine too this season and can be found sparkling in abundance. Not to mention the monogrammed pendants, a trend seen heavily on the streets and best worn layered with accent pieces. When wearing Aquae Jewels there is no rule or code to be applied. The SS21 collection perfectly creates unique pairings, making way for the new age of mixing and matching, piling and layering.