Revolutionizing Building Materials Retail: Mirage's D3 Boutique Inception
Advisory & Consultancy, Retail, CXM, Corporate Strategy, Project Management
Mirage Granito Ceramico S.p.a., an Italian powerhouse that is also a global leader in the ceramic and porcelain tile industry, aimed to disrupt the retail landscape. In collaboration with their UAE-based representative, they envisioned launching an avant-garde boutique in Dubai's elite Design District (D3). The intention was not merely regional success; they aspired to create a template that could be applied in global fashion capitals like New York, Milan, and London
Aiming for an impactful first impression, Mirage chose the Design District in Dubai (D3) as the ideal location for its flagship boutique. Esteemed for being the epicenter of creativity, innovation, and luxury, D3 naturally complemented Mirage’s own brand ethos. To navigate the unique challenges of this venture, we formed a strategic triad focusing on:
- CXM and strategy
- Licensing and authorizations
- Design and partnerships
- Licensing and Authorizations
Our initial obstacle lay in D3’s identity as a non-retail space catering predominantly to professionals like architects and interior designers. The district authorities rejected our first proposal outright, deeming it too retail-centric. We faced the challenge of revising the concept to satiate D3’s stringent criteria while aligning with Mirage’s retail goals.
- Design and Partnerships
Space in D3 is premium, and we had only a limited area to work with. The challenge was to make every inch count in showcasing Mirage’s diverse product line. This required intense collaboration with interior designers and discussions on strategic partnerships with other industries, such as furniture and lighting companies.
- CXM and Strategy
The target demographic comprised high-net-worth individuals and industry professionals actively working on high-profile projects. Thus, the Customer Experience and Strategy had to be meticulously tailored to resonate with this specific audience.
- Licensing and Authorizations
We creatively pivoted the boutique’s concept from a traditional retail outlet to a multi-dimensional space. We envisioned a versatile setting that could metamorphose into an exhibition space, conference hall, or interactive workshop, thus satisfying D3’s criteria and drawing a broader range of customers.
- Design and Partnerships
To capitalize on the restricted space, we recommended rotating product displays every 4 to 6 months. This allowed Mirage to showcase both their staple collections and seasonal innovations. Additionally, we helped identify and engage potential industry partners to elevate the overall boutique experience, covering aspects from furniture to lighting to sanitary fixtures.
- CXM and Strategy
We worked with the We initiated a “display hub” model, a 15-minute drive away, offering potential customers a comprehensive view of Mirage’s portfolio. This VIP experience included chauffeured commutes and personalized consultations. On the marketing front, we leaned into a robust digital strategy that utilized social media platforms to showcase contextual pictures and images, amplified by an events manager role to keep the brand consistently active and engaging.
Our new boutique concept was not just approved, but highly lauded by D3 authorities, who further invited us to pitch the concept to their CEO. This milestone ensured we secured the essential licenses and greenlights. Delighted with this success, Mirage S.p.a. inaugurated their boutique in November 2019, serving as a blueprint for future global expansions.
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