Virgin Megastore’s Yas Mall Concept Store – A First Look!

December 10, 2014

Yas Mall Megastore includes urbanization elements

jcrop-previewWe’re pretty massive fans of Virgin Megastore’s quirky offerings, and so welcomed a chance to check out their latest concept store. The store is located at Abu Dhabi’s Yas Mall. Interesting choice of location, given that its one of the most upcoming areas in the Emirate. The third Virgin Megastore in Abu Dhabi, the store is set on two levels [And has the UAE’s first Lego outlet next door as an attractive incentive to drop by].  It even has a slide that takes you from the top floor to the ground floor, for the child in us all.

jcrop-previewThe concept store has an urban design feel to it [including a Call of Duty installation on the first floor, bunker et al]. These include an event space, pop-up shops, and artist collaborations that Virgin says will change on a regular basis.

jcrop-previewIn terms of product categories stocked, you have Virgin’s regular mix of comics, music, movies and electronics, as also some edgy gadgetry. Plus we also saw a section dedicated to vinyl, including record players.

jcrop-previewIn terms of design, there are urbanisation elements implemented. These include aspects like street art, concrete, brick, exposed wooden beams, up-cycled materials, containers as fitting rooms, and a slide that takes you from the top floor to the ground floor.

jcrop-previewFor artist collaborations, there a dedicated in-store space where artists of all genres can exhibit and sell their work.  The brand is a key supporter for local and regional creative talent, and all of the store’s street art, including the large graffiti arch at the entrance, was hand-painted by local artists.

Quite a few events are in the planning pipeline, including DJing events, beauty and styling advice sessions and skateboarding trick competitions.

There is a separate section for event ticketing as well, giving Megastore customers access to the local and international gigs.

Nisreen Shocair, President of Virgin Megastore Middle East commented, “The number one reason customers come to Virgin Megastore is to check out what’s new. This concept store will bring brands and products that are new to Virgin Megastore and to the Middle East. We love entertaining our customers with every store launch and every touch point they have with the brand. Virgin Yas truly resonates with our young customers, who are looking for a fun, relaxed shopping experience. The early feedback has been very positive, and we will be rolling out more of these concept stores in the years to come”.

Located on Level 1 of Yas Mall in Abu Dhabi, Virgin Megastore is open seven days a week – on week days from 10am to 10pm, and weekends from 10am to midnight.  

by Anil George
Avid follower of all things tech. In between his quest for the ultimate gizmo, Anil fiddles with light meters, collects rare books and feeds his fetish for Jap horror movies. As Managing Editor of T3 Middle East for the GCC, Anil oversees content direction across print and digital. He was a CES 2017 Innovation Awards Judge, reprising his role as an Innovation Awards Judge at CES 2015 and 2016. Anil is also the Middle East's first Brand Ambassador for Ashdown Engineering.  Reach him at: editor@t3me.com.