The Presentedby store is conceived as an interactive exhibition space where digital dimension informs the physical and vice versa. The space is located at the ground floor of Level Shoes, world's largest luxury shoe store spanning over 96,000 square feet within The Dubai Mall. Even before going in, the customer is captured by a double funnel- shaped entrance covered with screens that uses outstanding projections images starting right away the fully immersive experience. Presentedby features interactive and dynamic projections on the floor, being sensible to foot traffic and making the space more playful. The 3D printed lattice walls, with their sinuous shapes, are inspired by the technologies and 3D parameters used by all fashion brands to produce sneakers nowadays. This lattice uses an advanced polymer integrating wearepure, a 100% natural mineral compound, with the property to mineraliz e primary greenhouse gases (CO2 and NOx) and reduce volatile organic compounds (VOCs). The use of this material permits the new space to reduce the contaminated air behaving like a small forest. The store absorbs 38kg’s of CO2 per year. The shop, conceived as one space, has three different areas: the cash desk area, with the counter and illuminated lockers behind; the semi- circular apparel area, with the streetwear, accessories, fitting rooms and a claw machine; and the experience room. At the center of the space the ultimate experience capsule displays, in the first part, a collection of the most exclusive trainers, a sort of mini sneakers museum. The second part of the experience room performs a spectacular holographic and projections show giving the room an idea of infinite space. This new store has been designed to resemble some of Dubai’s qualities, contemporary design, high technology, progress and future.