Inspired by the energy of a vibrant city and reflecting the variety of Dubai’s urban districts; the shopper is inspired to discover new things with every visit. To emphasize the diversity of products and categories in the store, while keeping an intuitive orientation, each department is celebrated as its own vivid neighborhood. Each characterized with individual materials and architectural elements, such as frames, portals and signage. The “experience zone” displays the latest must-have products as well as seasonal exhibits. Electronics & Multimedia are displayed in the prime location. The environment is clear yet inviting, sleekly done in white, concrete and light wood to accommodate the multiple brands and products offered. The lifestyle section has its own entrance providing an engaging setting to entice customers both outside and inside. The divisions highlighted here are Outdoor, Books, House, Stationary and Fashion, each with unique fixtures. The customer’s journey through the store is guided by Virgin red. The lamellar ceiling elements characterizing the main path, as well as the orientation points, the two entrances and the cash counter, are highlighted with the brand’s bold CI color to catch and hold the customer’s attention. Added-value services are the USP of the brand; the heart of the store is the Red Box, where ticketing, customization, support, repair, etc. contribute to a unique retail experience.