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Retailers are relying on immersive experiences and diversifying offerings to stay interesting – from virtual reality exhibits to customisation salons. Harrods has put its own unique luxury spin on that concept by partnering with Dubai’s Emaar Properties to sell homes in the company’s new developments for the second year in a row.
The windows and second floor of the iconic department store will be transformed into a spectacular showcase of homes. The high-profile window on the corner of Brompton and Hans Road houses a seven-foot scale model of The Tower at Dubai Creek Harbour, an iconic observation tower designed by Santiago Calatrava in the heart of one of the world’s largest master planned communities.
Other windows feature a 60-inch television showing a computer generated flythrough of Dubai Creek Harbour, a scale model of the development and a scale model of Downtown Dubai.
Emaar Properties has set up a 1,200 SF sales suite designed around the scale models and the Emaar living area, which has wooden flooring, a Versace carpet, marble coffee table and silver-cream sofa and feature chairs. Alongside the sales suite are five touch screens, which give visitors access to a wealth of information on the various Emaar developments. Those interested in owning a property in Dubai will be able to meet with a Harrods Estates property advisor in the Emaar sales suite.
From 1 February 2017, the Emaar showcase will be expanded further with the launch of a new marketing suite on the second floor of Harrods.
The 2016 Emaar campaign in Harrods generated multimillion-pound sales.
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