The outlet was conceptualised and designed by regionally-acknowledged Imagination design studios under a seven-month contract to execute the first four of Etisalat’s planned 36 outlets.
The modern design concept submitted to Etisalat by Imagination in collaboration with Flagship Projects out-did other pitches by regional and international firms during the coveted June 2007 pitch.
“We are honoured to be commissioned by Etisalat for their retail stores as the market is filled with very good design firms. I am confident that we’ve done the Etisalat brand justice with the three stores we finished,”
said Alfred Johnson, creative director and managing partner at Imagination.
Johnson added that the avant-garde design concept, executed on a tight schedule of under five weeks, “was initially inspired by our perception of the brand, and how it should relate to people. I just took that and transformed it into a design based on my personal version of biomorphism and customer-friendly convenience.”
Imagination has also designed and executed Etisalat’s Dubai Festival City outlet that launched in November, and the Emirates Airline headquarters outlet launched in December. Next month, Johnson will be delivering the fourth branch, located in Al Qusais, which is currently under construction.
Johnson, 27, was recognized as Best Young Interior Designer of the Year during the Commercial Interior Design Awards 2007 held in Dubai. His firm’s work for Etisalat was nominated for Best Retail Design.
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