Shopping Centers Today is the news magazine of the International Council of Shopping Centers (ICSC)
Issue link: https://sct.epubxp.com/i/62026
FASHION DOME VIP LAUNCH Mall of the Emirates, Dubai, United Arab Emirates The Fashion Dome VIP Launch earned Mall of the Emirates a Gold in the grand opening, expansion and renovation cat- egory. When the center opened its new fashion wing, it faced several challenges. For one, the opening date coincided with the religious holiday of Ramadan. The worldwide recession cast a shadow on the festivities as the mall tried to reposi- tion itself from a midmarket entertainment center to a luxury destination. The marketing team launched the VIP Launch grand-opening campaign to address these problems. Retail- ers extended their hours, displayed their latest collections and offered exclusive sales. The program succeeded in reach- ing a higher-income audience and brand-conscious tourists. GO RED FOR WOMEN IN DUBAI Deira City Centre, Dubai, United Arab Emirates The Go Red for Women campaign won a Gold in the cause-related marketing category. The program is an in- ternational campaign to raise awareness about the risk of cardiovascular disease in women. Deira City Centre decided on a customized program relevant to women in Dubai. The headline "This Is Not a Red Dress. It's a Red 232 SCT / MAY 2012 Alert." was adopted and used in all advertising and in-mall communications. In addition, the marketing team set up heart testing for women and a consultation with a cardiolo- gist, all of it free of charge. Retailers were invited to display a red dress from their collection, and a Facebook competition gave shoppers a chance to win those displayed dresses. BLOOMSBURY'S Abu Dhabi, United Arab Emirates Bloomsbury's won a Gold for store design. The cupcake concept is one of the fi rst of its kind in the Middle East. The kiosk, located in the middle of a busy mall, stands out at 16 feet high. The structure, made of stainless steel and crystal, backs Bloomsbury's reputa- tion for having the region's fi nest cup- cakes. At Bloomsbury's, the cupcakes are baked on-site in a large, open-plan kitchen. B+F OPEN FLAME KITCHEN Kuwait B+F Open Flame Kitchen won the Gold for the new retail con-