Emirates Telecommunications Corporation, or Etisalat, has a corporate mandate to provide state of the art video, audio, cable television and multimedia services through differentiated product offerings and superior customer service at affordable prices. As one of the largest telecommunications companies in the world, it is the leading operator in the Middle East and Africa, with headquarters in the United Arab Emirates. Its eight new shops ranging from 44 sqm in Masdar to 325 sqm in Kifaf were designed to be young and fresh, with the message of “play, flexibility, fluidity and service”.

Etisalat’s curvilinear green logo was used as a point of reference for the interior design. Curved lines in the shop were emphasised to represent the company’s ongoing customer service and the concept of endless possibilities going beyond boundaries. Lime green along with lemon yellow were contrasted against a white background to give shops a clean, crisp look. Curves introduced in light ribbons snaking across the ceiling, serpentine screens and arcs at entries and in furnishings give the shops a forward looking aesthetic. The design features enhance Etisalat’s offering of the latest gadgets in the market and give customers an unparalleled retail experience.