Chalhoub, Level Kids, Citywalk, Dubai
We were invited to photograph Level Kids by dpa lighting. It is located in City Walk, the urban living concept by Meraas – owned by Dubai’s ruler, Sheikh Mohammed bin Rashid al-Maktoum, dpa Lighting were responsible for the lighting design for all entrances, central atrium, internal circulation/retail and the external facades, working initially with Fitch, London on the Concept Design and Chalhoub Group Creative Department, 3D on implementation and through to completion. Having photographed together previously, we were a trusted and perfect choice for the task.
Level Kids is a unique concept created specifically for children. As the consumer enters they are taken on a sensorial journey starting from the ground floor being ‘the crystalline waters’, first floor being a ‘flowering desert’ and second being a ‘enchanted sky’. These are enhanced by several special feature areas: ‘enchanted walkway’; ‘skywalk’, ‘shoe safari’ and a number of unique ‘icons’. Additionally extensive use is made of media screens, with bespoke content developed by KIN design London, and back-illuminated ceilings. The lighting design is integrated with, and re-inforces, these diverse elements.
“The retail landscape of tomorrow is all about experiential retail design, a landscape where consumers are looking for meaningful shopping experiences that are emotional and engaging multi-sensorial journeys. Our collaboration with DPA provided the atmospheres and lighting schemes that enhanced our store concept beautifully”
Linton Crockford-Moore, CHALHOUB Group Creative Director.
dpa consulted with us to discuss shooting the project for portfolio. There was numerous logistical challenges. The project had to be photographed early morning and late evening, the store is set over 3 floors, each visible from the atrium – we had to stitch some images together, numerous media screens, which were coloured quite differently from the smaller shops around them, ensuring colour consistency whilst remembering we were not just shooting Interiors, we were photographing the lighting designs was paramount, the shoot was a success.