THAT: Inside the futuristic new concept store in Mall of the Emirates

Three-floor venue features a barbers, beauty studio, personalisation station, handbag spa and more

Concept store THAT launched in Mall of the Emirates on Monday, January 18. All photos by Chris Whiteoak / The National

The 4,500 square metre concept store is spread over three floors and has over 150 brands.

It sells regional and international brands across beauty, fitness, fashion, home accessories and art.

A sneaker wall at THAT. The store sells several limited-edition sneakers.

A necklace made by Reem Jano at THAT. The store sells both fine and costume jewellery.

Sunglasses on display at THAT.

The space also features several high-tech elements like digital mirrors in the fitting rooms

Apart from selling numerous niche brands, it also has experiences and services for customers.

It is home to at That Fitness by Bare - the only fitness studio in Mall of the Emirates

THAT has an art and culture space, launched in collaboration with Ayyam Gallery, which will showcase work by regional talent.

That Barber, for men's grooming needs, located in-store.

The space features numerous interactive exhibits

Quirky displays at the newly-opened THAT. The store sells both fine and costume jewellery by regional and international designers

The beauty section at THAT. The space is home to some hard-to-find brands like Lime Crime and Stila

This is Majid Al Futtaim's first concept destination

Mall of the Emirates has always been a one-stop shop for customers and a new venue within the mall perfectly fits this ethos.

On Monday, January 18, Majid Al Futtaim launched THAT. The 4,500-square-metre concept store is spread over three floors and has more than 150 regional and international brands across beauty, fitness, fashion, home accessories and art.

How to get there

The main entrance is located at the front of Mall of the Emirates, next to the valet parking, although visitors can also enter through the mall. The entrance is in Via Rodeo on level one, near Debenhams and Maison Des Fleurs.

What’s inside? Exclusive brands, high-tech mirrors and more

Those entering through the mall entrance will find a quirky installation hanging from the ceiling that pays tribute to the past and future of the UAE, with everything from a 1970s television set to paintings and signs on display.

Another burst of nostalgia can be found in the form of a little pop-up store located there, modelled as an old-school baqala or local corner shops in the UAE, which even stocks packets of Chips Oman and Vimto.

Despite the nostalgia, this concept store is anything but old school.

The multi-brand homegrown concept stocks international and regional brands that can otherwise be hard to get hold of in the Middle East. This includes JW Anderson, Simone Rocha, Thom Browne, Marni, Bil Arabi, Mad Paris, Azza Fahmy and Tom Dixon.

THAT also offers exclusive brands in the UAE such as Ivan Grundahl, N21, IRENEISGOOD, La Haine Inside Us and Opening Ceremony.

Anyone planning to try on clothing – there's a vast selection for women on the first floor and for men on the second floor – will be greeted by digital mirrors with QR code scanners. These smart mirrors allow shoppers to request another size or colour of any given item they have brought into the fitting room, and also suggest styling options to complete the look.

Even the beauty section, which features brands like Stila and Lime Crime, has a digital mirror. The mirror scans your face and allows you to see what you'll look like wearing some of the makeup products, such as lipsticks and eyeshadows, being sold there.

From a fitness studio to a personalisation station

It's not just a retail offering, either. THAT offers six services and seven experiences.

Art lovers can browse through an Arts & Culture space, located on the upper floor, which will be showcasing works by regional artists and creatives.

Those looking to work up a sweat can now stop by That Fitness by Bare, the only fitness studio in Mall of the Emirates, which will be hosting high- and low-intensity training classes every day.

After a workout, ladies can head to That Beauty for haircuts or blow-dries, or stop by Nail That or Shape That for nail and eyebrow services, respectively. For men, there’s That Barber for their grooming needs.

Some other services available include Fix That by Mavi Shoetique, a shoe and handbag repair spa; That’s Yours by Ingrave, which personalises pieces of clothing and accessories; and That Clean by The Natural Laundry Company. There’s also a personal shopping service called That at Your Service, and tailoring courtesy of Retouched by That.

Those looking for gift items can check out the home and accessories section, while Wrap That, a gift wrapping station, can help shoppers personalise presents, with free and paid-for options available.

In the months to come, THAT also plans to open three food and beverage concepts within the space.

5 quirky products you can pick up from THAT

1) A mini arcade game

The ultimate gift for a retro game lover, this nifty device is loaded with more than 1,200 games. As an added bonus, it's bound to look pretty cool in any room. There's also a bigger version that allows for two-player games.
Price: Dh3,500

2) Lexon bluetooth speakers

They pack a punch in sound quality, are small enough to fit in your pocket and come in an array of colours. 
Price: Dh150 each

3) Renam oval-shaped tables

If you're looking for a piece of furniture that looks more like a work of art, these hand-painted designs fit the bill. They're also waterproof and come in a square shape. 
Price: starts at Dh3,000

4) Natia x Lako earrings

When it comes to statement earrings, it probably doesn't get better than these designs by the popular Georgian jewellery brand.
Prices: start at Dh480 for the small crocodile earrings

5) Limited-edition Puma sneakers

Made through a collaboration through Puma and Central Saint Martins, this is a sneaker from the "For the Love of Water" collection.
Price: Dh580