Making the community a catwalk: City Centre malls launch world’s first outdoor fashion show on Google Street View in Dubai

The innovative activation showcases the new Autumn/Winter 19 collection available across City Centre malls today

Beirut, Lebanon, October 30, 2019: City Centre malls took the shopper experience to new heights last week as they curated the world’s first ever street-side fashion show, available to watch on Google Street View. The digitised catwalk show provided a uniquely engrossing way for shoppers to discover the recently launched Autumn/Winter 19 fashion collection, encouraging them to stay true to themselves.

Shot at Shindagha corniche, close to City Centre Al Shindagha, the activation emphasised the creative, community-focused identity of City Centre malls by using models from the public– those who stay true to themselves and their identity through fashion. Using real people to showcase real fashion, the models were styled with the Autumn/Winter 19 collections from tenants of City Centre malls, including Desigual, Okaidi, Vincci, Parfois, Aeropostale, LC Waikiki, Garage, Levi’s, and H&M.

Rima Chammas, Majid Al Futtaim’s Senior Marketing Director – Properties said: “We’re excited to drive the industry forward by merging fashion and tech in an innovative way, while celebrating local street style. Using models from the surrounding community, we created a new urban catwalk and are bringing the streets of Dubai to life in the first ever fashion show on Google Street View. Majid Al Futtaim is a pioneer of original fashion experiences, and the arrival of the Autumn/Winter 19 collections at our City Centre malls gave us an opportunity to create a unique and engaging way to explore the latest styles” added Chammas.

The Google Street View fashion show will be available on Google Street View, and all models are styled using the latest trends available to purchase from City Centre malls across the UAE today.

The Autumn/Winter 2019 campaign continues at all City Centre malls where visitors can shop the latest styles by interacting with digital activations, and win big cash prizes.

About Majid Al Futtaim 

Founded in 1992, Majid Al Futtaim is the leading shopping mall, communities, retail and leisure pioneer across the Middle East, Africa and Asia. 

A remarkable business success story, Majid Al Futtaim started from one man’s vision to transform the face of shopping, entertainment and leisure to ‘create great moments for everyone, every day’. It has since grown into one of the United Arab Emirates’ most respected and successful businesses spanning 15 international markets, employing more than 43,000 people, and obtaining the highest credit rating (BBB) among privately-held corporates in the region.

Majid Al Futtaim owns and operates 26 shopping malls, 13 hotels and four mixed-use communities, with further developments underway in the region. The shopping malls portfolio includes

Mall of the Emirates, Mall of Egypt, City Centre malls, My City Centre neighbourhood centres, and four community malls which are in joint venture with the Government of Sharjah. The Company is the exclusive franchisee for Carrefour in a number of markets across the Middle East, Africa and Asia, operating a portfolio of more than 280 outlets.

Majid Al Futtaim operates more than 400 VOX Cinemas screens and 36 Magic Planet family entertainment centres across the region. In addition to iconic leisure and entertainment facilities such as Ski Dubai, iFly Dubai and Ski Egypt, among others. The Company is parent to the consumer finance company ‘Najm’, and a Fashion and Home retail business representing international brands such as Abercrombie & Fitch, AllSaints, lululemon athletica, Crate & Barrel and Maisons du Monde. In addition, Majid Al Futtaim operates Enova, a facility and energy management company, through a joint venture operation with Veolia, a global leader in optimised environment resource management. The Company also owns the rights to The LEGO Store and American Girl in the Middle East and operates in the food and beverage industry through a partnership with Gourmet Gulf.

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