THAT Concept Store pulls out all the stops to celebrate Ramadan in style

  • Giveaways, immersive experiences and unique workshops will be available throughout the month at THAT Concept Store
  • THAT’s Ramadan display on Via Rodeo is another example of Majid Al Futtaim’s retail innovation and creative thinking

Dubai, United Arab Emirates, April 26, 2021: Always pushing the boundaries of the traditional retail experience, ‘THAT’ Concept Store is expanding its physical blue-print with a dazzling display on Via Rodeo in Mall of the Emirates to showcase its luxury collection and offer a sneak peak of all the excitement happening inside. The Ramadan activation will be open throughout the Holy Month, complete with complimentary coffee and chai, Arabic sweets and bites from newly opened Japanese café, UCHI M’OISHÎ. Henna, calligraphy and games galore will also be available in-store for shoppers to enjoy and get their creative juices flowing. 

Picking out gifts for loved ones can be exhausting which is why THAT wanted to celebrate Ramadan in a different way this year and bring a smile to all of its shoppers’ faces. It will be running different artistic workshops from 8pm – 12am on the weekends, plus its games corner is open all day, every day for those looking to spend more time with friends and family. There are activities to get everyone involved, as well as an amazing assortment of eclectic items to choose from to make shopping more fun than ever. THAT’s luxury homeware collection, which features scented candles, traditional coffee sets and artisanal cushions, is sure to delight any iftar host. Plus, there’s no need to worry about what to wear with its team of personal stylists and futuristic mirrors which can put outfits together at the click of a button.

The Ramadan display is easily located by traditional yet contemporary, illuminated archways on Fashion Avenue and will be providing shoppers with complimentary Arabic coffee and luxury treats after iftar. Food lovers will also be able to try out home-grown, Dubai-based brand, Mirzam Chocolate, and THAT’s latest experiential offering, UCHI M’OISHÎ, which serves delectable morsels with a Japanese twist.

On the second floor, henna and calligraphy stations will be set up on Thursdays and Fridays until midnight for night owls, with shoppers earning five times the normal amount of SHARE points with every purchase made after iftar until 12th May. A games corner – including backgammon, checkers and other fun activities, as well as comfortable beanbags to sink into – will also be available for families to relax and spend time together whenever they like. These new experiences will allow for more creativity, inventiveness and enjoyment throughout Ramadan, surpassing the everyday shopping experience.

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