Majid Al Futtaim took the shopper experience to new platforms as it partnered with Google to create the world’s first fashion show on the streets. Available to view exclusively on Google Street View and shot by Google’s cameras in October, the fashion show took place at the Shindagha corniche. The activation showcased the recently launched Autumn, Winter 19 collection and shared a clear message for shoppers: City Centre malls are the place for real fashion, for real people.
Cementing the creative, community-focused identity of City Centre Malls, the models were identified out on the streets, and dressed by British fashion, product, and interior stylist Benn Robinson. Each style incorporated items from a breadth of brands found within City Centre malls, including the likes of Lululemon, Desigual, Aeropostale, Garage, and Levi’s.
Rima Chammas at Majid Al Futtaim, Head of Marketing, said: “Fashion is individual and an extension of our personalities. That is why we wanted to showcase the new Autumn-Winter collection in a way that felt authentic – involving real people living real lives, using a platform we all use almost daily.”
“Majid Al Futtaim is pioneering in bringing innovative fashion experiences to its customers. We are always looking at how we can shape a compelling customer engagement as we strive to create great moments, every day. Hosting the world’s first Google Street View fashion show out in the streets demonstrates just how far we are willing to go,” added Chammas.
The fashion show is available to view on Google Street View and all items showcased on the street-side catwalk are available to purchase from City Centre malls across the UAE.