The key challenge was to stand out during the most hectic, sales driven festival in the biggest mall in the world and increase sales without offering discounts.
The Brief
The client wanted to increase footfall and sales during the Dubai Shopping Festival.
How the final design was conceived
We followed the same visual feel and typography you’d normally see on sales signs to surprise people with the messages. Each execution was designed based on its placement in the bookstore, from the window display to the bookshelves.
Indication of how successful the outcome was in the market
Kinokuniya reported a 16% increase in footfall against the non-shopping festival period and almost doubled last year’s shopping festival sales.
Kinokuniya is known for the immense size of its bookstores. They allow read and linger in their stores, much like public libraries. This reflects their brand idea and values, where their bookstores are seen as 'gardens for the mind.'