StudioXAG were thrilled to collaborate with globally recognised retail destination Level Shoes at the renowned Dubai Mall. Spanning 96,000 square feet, the designer footwear emporium offers a unique and unparalleled shopping experience where luxury and contemporary meet.

We were invited to design a futuristic pop-up with a focus on creating an immersive, multi-sensory retail experience. Using the trend ‘Future Underground’ as a starting point, we took cues from cultural references such as Blade Runner to develop the concept ‘Another World’. By introducing the four elements; Earth, Water, Fire and Air, to the futuristic codes, we created a completely unique aesthetic. Informed by our creative direction, Levels Shoes incorporated our concept throughout their 360º marketing campaign.

We designed a full store takeover encapsulating the three main entrances, facades, windows, corridor spaces and four multi-brand departments. We experimented with contrasting, eye-catching materials, forms & textures to define in-store environments and stop customers in their tracks.

Our intricate graphic identity – a de-codeable digital language of symbols and typeface, adorned many touchpoints throughout the retail spaces.