Press

Raising the retail experience for Max

Our “Beyond the Expected” concept for Max Fashion transforms the brand into a lifestyle destination where the whole family can spend time and connect.

Dalziel & Pow
By Dalziel & Pow
Posted 15. 03. 2019
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Max has unveiled a fresh new experience with the opening of its redesigned flagship store in Ibn Battuta Mall, alongside a new brand identity.

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Our “Beyond the Expected” concept builds on Max’s status as the Middle East’s much-loved brand for fashion and value, to become a destination where the whole family can shop. The experience encourages discovery of all things Max, with inspirational VM and moments of surprise, alongside digitally augmented services for a seamless and accessible shopping experience.

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Fun, colourful and full of personality, the refreshed the identity uses the brand’s recognisable blue and red colours to maximum effect – updating everything from packaging to seasonal campaigns to signage. The identity now includes versatile confetti and dot patterns, and an approachable, modern sans serif typeface that is effective in both English and Arabic.

We created a simple yet dynamic design language for the stores, communicating the brand’s optimistic, friendly, relaxed personality. Against a neutral backdrop, key zones and pockets of inspiration are highlighted throughout the store, with subtly different treatments defining each department.

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“A key function of our retail spaces is to simplify the shopping experience and to make it more intuitive and enjoyable for customers. The revamped store in Ibn Battuta represents a step further in our desire to create a unique space where fashion and technology co-exist. Customers old and new will discover Max’s evolving brand experience and collections, in a space designed to deliver a seamless experience across all our platforms,” said Kabir Lumba, CEO of MAX MENA.

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