Mall of the Emirates is one of Dubai’s most iconic retail destinations — a 255,000 square metre, multi-level complex housing over 630 retailers, 100+ restaurants and cafés, and landmark attractions including Ski Dubai. Welcoming millions of visitors annually from across the Gulf region and beyond, the mall operates at a scale and diversity that places significant demands on the visitor experience.

Despite its world-class retail offer, shoppers were encountering friction across all moments in their journey — from arrival and parking, through in-mall orientation and store discovery, to the digital touchpoints designed to support them along the way. 

The project involved understanding where the experience was breaking down and to develop a more considered, connected navigation strategy and system design across physical and digital touchpoints. 

The overarching navigation strategy was independently tested and validated by Ipsos across 400 shoppers, achieving an 81% improvement in navigation confidence and wayfinding success..