STORE OF THE FUTURE
STORE OF
THE FUTURE
ASTUDIO turns retail environments into fashion content systems, from Store of the Future for Majid Al Futtaim to regional fashion work for Vogue Arabia, Harper’s Bazaar, Lacoste and Tommy Hilfiger. For this case study, our production team created 340+ content assets for a Cisco-backed Mall of the Emirates launch.
Contact UsASTUDIO turns retail environments into fashion content systems, from Store of the Future for Majid Al Futtaim to regional fashion work for Vogue Arabia, Harper’s Bazaar, Lacoste and Tommy Hilfiger. For this case study, our production team created 340+ content assets for a Cisco-backed Mall of the Emirates launch.
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WHAT WAS THE STORE OF THE FUTURE BRIEF?
Store of the Future asked ASTUDIO to create a shoppable fashion film and product content for Majid Al Futtaim’s Cisco-backed retail experience at Mall of the Emirates. Majid Al Futtaim opened the Store of the Future as a milestone project, giving visitors a preview of connected shopping. The retail experience needed one fashion film across seven larger than life screens, plus short product videos that helped shoppers understand the items on the rails. The brief sat naturally with ASTUDIO’s Creative Fashion Marketing team, alongside fashion work for Vogue Arabia, social content and production services.
Conceptualisation / Art Direction / Brand Campaign / Brand Messaging / Content Production / Content Creativity / Creative Direction /




OUR APPROACH
ASTUDIO built the content system in two production tracks. First, our Fashion Photographers photographed every product from THAT Concept Store from multiple angles, then created short interactive styling videos for the items shoppers could lift from the rail. Each asset was edited with graphic effects and delivered to the specifications of the lift and learn screens and magic mirrors, so the right content auto-played when a shopper picked up an item.
The second track was a long-format film for the multi-screen display, designed to stop passers-by inside the mall. ASTUDIO scouted Dubai locations across two days, from a rooftop carpark to a secluded beach, then built a storyboard that shifted the viewer’s perspective. With a dynamic cast and dedicated crew, our Video Production team shot the film campaign across two days and prepared the edit for large-format retail playback.
THE RESULTS
ASTUDIO delivered over 340 pieces of content across a week-long shoot and an intensive editing timeframe for the three-month Store of the Future showcase. The content package covered the hero film, product photography, styling videos and interactive screen assets. The store launch was met with excitement and marked the realisation of a long-time project in the making, merging high tech retail with a bricks-and-mortar space as the first hybrid store of its kind in the Gulf. Explore more production case studies, content marketing and contact ASTUDIO to brief a retail production.
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