This new experiential shopping space fuses fashion with arts, technology and entertainment, thus transforming traditional shopping into a journey through four distinct and immersive retail experiences.
To delve into the concept further, Emirates Woman spoke to the Chief of Fashion and Retail at Sela’s MWAZ Store, Aram Kabbani, shares the concept’s journey of opening the first phygital store in the heart of Riyadh, Saudi Arabia.
What do the first 30 minutes of your day look like, your morning routine?
The first 30 minutes of my day is to ensure a productive and strategic start to each day. I start my day when I first wake up and typically have my coffee as I plan my whole day. After my day has been planned, my morning exercise comes next, then I go to the office and begin my busy day.
What inspired you to launch MWAZ Store?
Launching Mwaz was driven by a deep passion for fashion, a desire to create a unique retail experience and a vision for innovation. A unique city like Riyadh and the people should have a unique store like Mwaz.
Tell us about the experience and what can customers expect?
The customer experience is designed to be immersive, personalised and dynamic. Mwaz is not only a store, it’s an entity that not only provides retail experience, but also fashion services for new concepts, styling, image consulting and more. Customers can experience a 360-degree perspective in fashion at Mwaz.
What are the store’s four distinctive ‘frontiers’ – tell us more.
Mwaz’s four distinctive “frontiers” represent the key pillars that define our unique approach to fashion. Each frontier embodies a core aspect of our philosophy that contributes to the overall experience. Innovative technology integration such as our holograms, sensors, lift and learn; Curation of designers; personalized services and style consultations; community and engagement.
The AI-powered ‘try-on’ section is an innovation in the retail sector – how does it work?
Stay tuned as we’re bringing this innovation to Mwaz soon.
What are some of the key brands that customers can expect to see at the store?
We curate a diverse collection, and all brands are unique at Mwaz. The anticipation is part of the experience, and you cannot find most of our brands in other areas, especially that some of our respected brands are exclusive to the store. Spread over 17,500 square feet, the new store features an exclusive range of international designer brands.
This experiential shopping space fuses fashion with the arts, technology and entertainment – tell us more.
Mwaz is not just a store destination, it’s a carefully crafted experiential space that transcends traditional shopping. Our concept revolves around seamlessly merging fashion with the arts, technology, and entertainment, creating a dynamic environment for customers. The store combines high fashion, art, entertainment and modern technology to provide an upscale luxury retail experience in the Middle East.
What lies ahead for the brand in terms of innovation?
The future for Mwaz holds continuous innovation across various fronts, shaping the future of fashion and retail. The sky is the limit for Mwaz.
Overall, how is the shopping experience Saudi Arabia transforming?
At the end, it’s not only the shopping experience, but everything you experience in Saudi Arabia is growing rapidly.
This is ‘The Tech Issue’ – how does technology help you improve your daily life?
How can we live in a world without technology? With that said, technology is an indispensable tool that enhances various aspects of my daily life, which allows me to work wherever I am.
February’s – The Tech Issue with Christiana Maxion – Download Now
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