Technology and fashion merge as Mall of the Emirates’ World of Fashion returns for a tenth year

Fashion, beauty, and art will all come to life through technology from 8 - 12 October as Mall of the Emirates hosts the World of Fashion  event for a tenth consecutive year. The event will centre upon the Bazaar Capsule, an activation space at the mall’s Central Galleria comprising six interactive zones, where visitors can interact with brands in a tech-enabled space.

An interactive Virtual Closet will digitally showcase the Autumn/Winter 2019 collections of more than 50 fashion brands housed at Mall of the Emirates. 20 hand-picked tech-infused “hero” pieces, each with a compelling backstory, will be elaborately displayed. While guests admire the style and craft of the new season’s collection, the event aims to inspire them to think beyond existing models of shopper experience as they observe and interact with technology.

Over the five days, visitors will observe the live 3D printing of products ranging from high heel shoes to sunglasses, and explore pieces from Adidas and Tiffany & Co. that incorporate the technology into their design. Meanwhile, the Beauty Zone will comprise the Yves Saint Laurent Beauty Virtual Make Up activation that allows guests to test makeup from the brand virtually.. Faces will also bring an intelligent fragrance profiler that creates a custom scent based on the results of a guest’s personality test. And, visitors will see how augmented reality can be used by fashion illustrators to create beautiful digital designs.

A striking focal point of the Bazaar Capsule is The Photo Moment – a mirrored space where guests can capture that perfect Instagram-worthy image. Another highly visual attraction will see Saudi video mapper Marwah Al Mugait use LED screens as a canvas to showcase her visionary digital creations. Also displaying art will be Ai-Da, the world’s first humanoid robot artist that uses Artificial Intelligence to draw what she observes. 

Joining visitors and inspiring them on stage will be a number of high-profile personalities from across fashion, beauty, and art. World-renowned designer and leader of technology in fashion, Iris Van Herpen, will host a live showcase of her compelling new designs, while Peter Pilotto and Christopher De Vos, the pioneers of digital printing in the fashion world, share their wisdom through a live interview. Among other discussions is a live Q&A with Sophia the social humanoid robot on fashion, technology, and the future of culture in a digital age.

Nada Abu Saab, Marketing Director at Majid Al Futtaim – East Region Shopping Malls, said: “World of Fashion is back for a tenth year, and on this milestone we’ve curated the future of fashion, art and beauty for our mall guests. We’re proud of the role Majid Al Futtaim is playing in pioneering such unique experiences, as we continue to be a leader for retail innovation. There’s a tremendous amount for our guests to immerse themselves in over the next few days, and we see it all as the perfect introduction to the Autumn/Winter 2019 collections.”

Now in its tenth year, the World of Fashion event follows the arrival of the Autumn/Winter 2019 season, a month-long fashion campaign that introduces not only new branded collections but also exciting promotions and opportunities for shoppers to spend and win big. Mall visitors have the chance to win AED 10,000 when they spend AED 650. And, for the first time, World of Fashion visitors can also participate in Majid Al Futtaim’s recently launched SHARE rewards programme and earn points to be shared with others or kept and spent at 2,300 outlets in 16 malls and 11 hotels in the UAE.