Introducing the brand-new shopping, culture and wellness space that’s all about inspiring your imagination

Gone are the days of running around numerous malls and various suburbs of Dubai to tick off your shopping and grooming to-do list, and welcome to a place that does it all… and then some. The recently launched THAT concept store is so expansive in both size and offerings, it’s more of a luxury destination.

Set over two floors at Mall of the Emirates, it houses over 150 fashion brands including JW Anderson, Simone Rocha, Thom Browne, Marni, Bil Arabi and Opening Ceremony, as well as a culture and art space curated by Alserkal Avenue’s Ayyam Gallery.

Contemporary décor is at the heart of the space, with murals and installations that recognise and celebrate Dubai and the Arab world – all commissioned from leading homegrown design house, Drawdeck. But it doesn’t end there, get your fitness fix with the BARE and THAT FITNESS studio, offering both high-intensity and low-impact training classes from 6.30am every day, get your nails done at the cleverly named NAIL THAT zone, or book in for a new hair cut or body treatment at the on-site salon.

The concept store looks to the future with a number of innovative digital elements including smart mirrors in fitting rooms – allowing shopper store quest another size or colour of their chosen item at the touch of a button, interactive pop-ups throughout the space for shoppers to try new tech, and the THAT APP is the place for news of the latest drops and exclusive collaborations. And just when you thought you needed to leave all the style and art behind to grab some lunch, hold up… dining options are being added very soon. 

thatconceptstore.com

 From Harper’s Bazaar Arabia’s February 2021 issue