THAT Concept Store

From September 2021 to March 2022, The RMK Collective lead its first big project redefining the brand strategy of Majid Al Futtaim's own original concept - from the identity and community to layout, organization and content creation - with the collaboration of the Collective's pool of experts.  

In 6 months, The RMK Team hand in hand with THAT's leadership team and with the collaboration of a curated Collective of amazing talent & agencies , reviewed Majid Al Futtaim's concept store  through the redefinition of its brand values, community, content strategy, image and overall positioning .

From a strategy point of view, we tailored an experience plan including campaigns, events, collaborations, ambassadors, a gallery pop-up, a high-level marketing calendar & a review of the visual merchandising strategy.

A New Campaign

A RENOVATED IMAGE FOR THAT

With creative agency, Freedom, under the creative direction of digital storyteller & content builder, Sally Matthews a new campaign was launched in April 2022, giving a renovated and fresh look and feel to the concept store.

Art|Kōrero x THAT

AN IN-STORE GALLERY POP-UP

SAWA x THAT 

SUPPORTING REGIONAL TALENT