External Reference designed the Dubai Presentedby Store as an interactive space featuring 3D-printed details and audiovisual technologies. This collaborative effort transforms 130 square meters of Dubai Mall into an immersive experience.
The shop is located on the ground floor of The Dubai Mall, the world’s largest luxury shoe store, which spans around 8,900 square meters (96,000 square feet).
The lattice walls in the Dubai Presentedby are made using 3D printing technology and have sinuous shapes. They are inspired by the 3D parameters and technologies used by fashion brands to produce sneakers these days. One of the recurring features of Presentedby stores is the diagonal display of sneakers that allows a complete view of the collection from multiple points of view. The store is designed as a single space with three different areas: the cash desk area with a counter and illuminated lockers behind, the semi-circular apparel area that includes streetwear, accessories, fitting rooms, and a claw machine, and the experience room.
“The world of retail needs a revolution and with Presentedby we had the chance to boost a new creative vision all around the world. When we designed the Dubai store we knew that we weren’t just designing another store. We were creating a concept without precedents: a concentrate of innovation where art and design produce the next destiny of the sneaker community.” said the architect, Carmelo Zappulla.
Project Info
Location: Dubai Mall, Dubai
Area: 130 square meters
Contributors: Carmelo Zappulla (External Reference), Noumena (3D Printing), Oxido Taller (3D Elements Installation), Lloc Audiovisuales (Audiovisual Installation), Onion Lab (Audiovisual Content), ERCO (Lighting Project)
