Optimised retail

16 : 12 : 2015 Tryano : Explorium Retail : ​Abu Dhabi

Abu Dhabi – Tryano is a new store with a focus on beauty, bags and children’s wear.

  • Chalhoub Group pursued a specialist retail strategy in a bid to better serve its Middle Eastern customers
  • The store stocks more than 275 international and local brands spread over 20,000 square metres
Tryano store, Abu Dhabi Tryano store, Abu Dhabi
Tryano store, Abu Dhabi Tryano store, Abu Dhabi
Tryano store, Abu Dhabi Tryano store, Abu Dhabi
Tryano store, Abu Dhabi Tryano store, Abu Dhabi
Tryano store, Abu Dhabi Tryano store, Abu Dhabi

After conducting an in-depth study, retailer Chalhoub Group found that local women spend far less on clothing than tourists because they predominantly dress in traditional black robes.

Working with London-based design studio HMKM, it decided to put this insight into action and create a store that would appeal directly to women in the United Arab Emirates. 

The focus on three key categories means the retailer can offer a far more in-depth range of products. Christian Dior, Christian Louboutin and Tom Ford are among the many international names that have opened boutiques dedicated to either bags, beauty or children’s wear.

HMKM started the design process by imagining a retail oasis in a desert, before developing a Garden of Imagination concept that brought together interactive technology as well as fantasy environments. Adventurous children can explore a playground, while adults indulge in a little pampering in Tryano’s fragrance zone.

The Big Picture

Chalhoub Group effectively used data to create an optimised retail experience. Read our Explorium Retail microtrend to find out how to build environments that will keep customers coming back for more.

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