The first in a planned chain of consumer electronics stores has opened in Dubai using a new interiors format created by London design group Portland. Plug-Ins is owned by Dubai trading group Al-Futtaim, which aims to develop the name into a leading brand. Using the retail brand message: ‘It’s not about technology but what it can do for you,’ the store aims to educate and inspire shoppers, while avoiding reliance on technology-led supplier advertising. Plug-Ins, which measures nearly 2000m2, uses the concept of futuristic travel ports to help customers move around the store. A circular ‘launch-pad’ to the radiating store plan, runway-like walkways and giant videoscreens are also used.

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