Jashanmal Home Store Launch - The Dubai Mall

Jashanmal Home Store Launch
The Dubai Mall
24th September 2012
The Jashanmal Group
Founded in 1919, the Jashanmal
Group today is a conglomerate with
multi-channel activities in the GCC and
India with its headquarters in the UAE.
The retail division operates over 100
stores in 5 countries and a thriving
distribution and wholesale division
supplies a network of over 1,000
points of sale every day.
Jashanmal a renowned household
brand name in the region has its own
chain of Jashanmal Department stores,
Around the World stores & Book stores.
The first Jashanmal Store in Dubai, 1956
Associated with international luxury
brands such as Salvatore Ferragamo,
Burberry, Bally, Porsche Design, kate
spade New York, L.K.Bennett, Stuart
Weitzman, Calvin Klein, Swatch,
Kipling & Clarks, the Jashanmal Group
continues to be at the pinnacle of
retail and distribution activities in the
UAE.
The Jashanmal Home Store
The Jashanmal Home Store
in Dubai Mall is a “Luxury
Store” concept, unique in
itself, exquisite and exclusive.
The design is a perfect
balance between creativity
and focus which takes into
consideration
the customer satisfaction,
Jashanmal has amassed
since 1919.
The new Jashanmal Home Store at The Dubai Mall, 2012
LAUNCH OBJECTIVES
Objectives
EVENT OBJECTIVES
• Create a launch platform
showcasing a variety of
different components in-store
• Generate positive WOM
• To develop an integrated,
creative communications
campaign to launch the
Jashanmal Store in The Dubai
Mall.
• Attract a younger more stylish
audience
BUSINESS OBJECTIVES
• Drive footfall to the new store
• Re-position the Jashanmal Home
brand–in line with competitors
such as Bloomingdale’s Home
and Crate & Barrel
• Raise the Jashanmal profile
• Attract a new audience
POSITIONING
LIVE
LOCAL,
LOVE GLOBAL...
EVENT CONCEPT
The Launch
AN EVENING FOR GLOBAL STYLE HUNTERS
Targeting Dubai’s leading style hunters, the launch event will promote
the store to a new audience .
The celebration of the growth of a home grown store featuring home
grown talent – Jashanmal’s own Brand Ambassadors.
Guests can take a journey through the store to discover the global
offering of stylish and fashionable home accessories and participate
in creative activities supporting each section.
Each section of the store will be supported by a Brand Ambassador
and an activity to promote it:
e.g.: Travel, Cooking, Relaxation,
Design, etc.
An Evening for Global Style Hunters
* Inspiration Mode
THE LAUNCH EVENT
AN EVENING FOR GLOBAL
STYLE HUNTERS
E-Invite
Guest List
The guest list for the event was created
using the Jashanmal database.
The e-invite was sent out to 608 recipients.
A dedicated RSVP Manager personally
called to confirm the receipt and
attendance.
We received 10 confirmations within an
hour of sending out the e-invite on the 17th
September with an overall confirmation of
302 pax.
We had a high caliber of guests attending
the event including H.H Sheikh Ahmed Bin
Saeed Al Maktoum and various Jashanmal
VIP’s.
ENTRANCE SETUP
AND DECOR
Entrance
Blue carpet with four blue and white
flower arrangements on white pedestal
stands were placed at the entrance.
Jashanmal stickers were provided in both
Arabic and English to add to the branding
at the entrance of the store, which were
placed on the pedestals.
Black rope and silver poles were placed
either side of the carpet.
The entrance was very well presented and
fit the blue and white Jashanmal colour
scheme.
Front Window
The United States Presidential Collection, By Lenox. This collection was
flown down specially from The United States for the store launch.
Front Window
The United States Presidential collection, by Lenox
Since 1918, Lenox has made tableware for the U.S Presidents, which is termed as The United
States Presidential Collection.
The Wilson Service: Delivered to the White House between August and November 1918.
It was the first American-made presidential bone china service.
The Roosevelt Service: Ordered October 1934. It is described as suitably patriotic, bearing
a border of 48 gold stars, and the presidential seal in enamel colors on a lustrous ivory body.
The Truman Service: Consisting of 1,572 pieces, the pattern includes a border of celadon
green flanked by an etched gold band and a 24 karat gold rim on an ivory body. Delivered
in early 1952.
The Reagan Service: Introduced in 1982, was modeled on Woodrow Wilson's and selected
by Nancy Reagan.
The Clinton Service: The pattern features a border of pale creamy yellow, and images of the
White House facades. Each piece in the place setting is decorated with a different pattern,
the motifs derived from outstanding architectural elements found in the State Dining Room,
East Room, and Diplomatic Reception Room.
*The above collection can be viewed at the Jashanmal Home store at the Dubai Mall.
Live Window Display
A white table and chair set was
placed inside the window where
the model was positioned sipping
tea and eating sweet delights whilst
reading a copy of the Newspaper
(Jashanmal advertisement illustrated
on the back cover).
To decorate the table we placed
a selection of Jashanmal Home
Store cookbooks and a Royal Albert
crockery set on the table.
Window Display
Travel products were displayed in the
left window creating a 3D effect. The
window attracted a lot of attention
from passers by.
ARRIVAL
AND
REGISTRATION
Arrival & Registration
Upon arrival all guests were welcomed by hostesses dressed in
Jashanmal blue air hostess outfits and were checked in on our
IPAD registration system ensuring guests’ arrival is seamless. The
registration desk was branded with a Jashanmal vinyl sticker.
Once the guests had been registered,
they were invited to have their photograph
taken in front of the branded photo wall.
Passport – Discovering the Store
At the registration desk, guests
were handed a Jashanmal passport
(as illustrated) which contained
information on the store and the
Jashanmal representatives in both
Arabic and English.
Guests were then invited to take
their own journey to discover the
new store with a map of the store
located at the main entrance.
At each area visited within the
store guests were awarded a
stamp. Those who collected the
most stamps were invited to
enter a raffle draw to win prizes.
All guests were very enthusiastic
about using the passport system.
ARRIVAL OF
H.H. SHEIKH AHMED BIN
SAEED AL MAKTOUM
AT THE JASHANMAL STORE
Arrival
A Blue ribbon was tied at
the entrance to the store.
Upon arrival, Sheikh Ahmed
cut the ribbon before he
entered the store, whilst our
photographer captured the
moment.
Left to Right :
Mr. Rajiv Suri ( Group CEO Retail ),
Mr. Mohan Jashanmal, H.H Sheikh
Ahmed Bin Saeed Al Maktoum
& Mr. Tony Jashanmal (Group
Executive Director)
Ribbon Cutting
Tour of the Store
FOOD & BEVERAGE
F&B
Guests were treated to a variety of evening tea delights.
The food was very well presented and the quality generated
positive feedback.
F&B
Cold canapés
Lamb fillet, seeded encroute, fennel salt, carrot, parsley
Fresh figs, goats cheese, truffle honey on brioche (V )
Buffalo mozzarella, house dried tomatoes, fried basil, balsamic bread (V)
Hot canapés
Angus burgers, saffron, zucchini, gruyere, truffle mayonnaise
Moroccan style braised lamb neck spiced yoghurt, mustard cress
Korean BBQ chicken steamed bun, ginger and spring onion sauce, Crumbed
Halloumi, lemon, confit garlic, harissa, basil (V) (cheese puff option)
Dessert canapés
Mini meringue lemon tarts
Chocolate shortbread, truffle mousse, sour raspberry, hazelnut praline
Beverages
Welcome drink – sparkling date juice served in champagne glasses
Fresh juices – orange, lemon & mint, watermelon
Water – still & sparkling
Coffee & Tea
DISCOVERING
THE STORE
Store Floor Plan
Book signing with
Chef Osama
Travel Area – For
raffle draw
Bath & Body
Nougat London
Promo
Photo Wall
Smoothie
Making
Store
Entrance /
Registration
Area
Couture Cakes
with Dalia
Dogmoch
Coffee station with
Diala Makki
Passport Check point
Our Representatives
Dubai based TV presenter,
Diala has numerous high profile
interviews and TV shows under
her name including Taratata,
plus she interviewed Tom Cruise
exclusively for the World Premiere
of Mission Impossible 4 at the
Dubai Film Festival. She has been
voted best dressed by Harper’s
Bazaar Magazine and was voted
Number 1 presenter in the region
in 2011 in Al Sada magazine.
Diala Makki
Our Representatives
Dalia Dogmoch is the Co-founder &
Chief Baker at Kitsch, a boutique - cafe bakery she set up with her best friend
Racil Chalhoub in 2006. Dalia Dogmoch
Kitsch Cupcakes became notorious for
cake lovers queuing outside the bakery
to grab a bite of their scrumptious
homemade treats Dalia’s food blog,
D’s Kitchen, has as great following
locally. She covers topics of interest
including her favourite recipes, cooking
tips and food news.
Our Representatives
Egyptian born Chef Osama El Sayed is
a Dubai-based celebrity TV Chef with
International recognition. Based in
Dubai since 2002, Chef Osama has
built a great reputation and following
locally educating residents on the
complexity of Middle Eastern cuisine.
His recently launched cook book
‘Sweets of Arabia’ is one of three
books he plans to launch in both
Arabic and English.
Chef Osama
Diala Makki
Diala interacted with all the
guests at the store and was
warmly welcomed.
She communicated with all
guests in both English and
Arabic.
Dalia Dogmoch
Guests, including their children,
enjoyed the cupcake decorating.
Kitsch Cupcakes were a great partner
to the event and the branding
provided by Kitsch was subtle.
Jashanmal stickers were placed on all
the takeaway cupcake boxes.
Chef Osama
Chef Osama held a special book
signing for the guests.
The guests received his latest book
“Sweets of Arabia” at the event.
Additional Stations – by Jashanmal
Bed &
Bath
Station
Smoothie
Station
Coffee Station
THE RAFFLE DRAW
The Raffle Draw
Once each guest had received a stamp from
each station they were invited to enter a prize
draw to walk away with a gift voucher to use
at the store (3,000AED, 2,000AED & 1,000AED).
Each guest was asked to hand in their passport
and drop it into a Jashanmal branded tombola.
The winning tickets were drawn by
Mr. Tony Jashanmal and announced by Diala Makki.
GIFTS
Gifts
Guests loved receiving a
memento of the evening
and everyone got to
leave with customized
Jashanmal goody bags.
The Store Team with
Mr. Sebastian Desouza, General
Manager, Department stores.
(Bottom row : Left to right : Third in the center)
RESULTS
Results
u 
u 
u 
u 
u 
u 
A unique launch with flair and engagement.
Traditional ribbon cutting combined with an experiential
journey through the diverse product range.
Over 300 VVIPs attended the launch.
Great customer feedback ,the evening was very well
received by guests who expressed great enthusiasm
throughout the evening.
Earned large media attention, over 50 Media guests attended
the event. More than 64 exposures were received exclusively
on the launch in UAE till date.
The event was a huge success receiving a great PR value of
US$ 665, 409.30 !
MEDIA
Media Attendees
Publication
New You
Images Retail ME
Arabian Woman
Emirates Home
Emirates Home
Dubai Dates
Good Housekeeping
Emirates Parent Plus/Aelati
Emirates Parent Plus/Aelati
The Gulf Today
The Gulf Today
Good Taste
Inspired Living-KT
Weekend KT
Weekend KT
Harper's Bazaar Interiors
Harper's Bazaar Interiors
Gulf Connoisseur
Gulf Connoisseur
Gulf News
Name
Lata George
Lawrence Pinto
Umaima Tinwala
Alpana Depala
Rabab Hasan
Veathika
Lena Van Terre
Vimal Dadroo
Lipika Nanaih
Jamil Khan
William Faria
Karen Iley
Shalaka Paradar
Sushmita Bose
Poonam Chawla
Rue Kothari
Lee Williams
Jaidev Ned
KN Ned
Susan John
Designation
Senior Sales and Marketing Manager
Managing Editor
Editor
Editor
Senior Advertisement Manager
Blogger
Editor in Chief
Director of Sales
Editor
Reporter
Reporter
Food, Homes and Families Editor
Editor
Editor
Senior Advertisement Manager
Editor
Editor
Managing Editor
Managing Director
Account Executive
Media Attendees
Publication
Read
Tabloid!
Mondanite/Decoration
The Dubai Mall
City Times
Al Ittihad
Al Khaleej
Alrroya Aleqtissadiya
Diva Magazine
Gulf News
Al Sada
Al Sada
Al Watan
Kul Al Usra
Al Khaleej
Al Khaleej
Lamasat
ITP
Name
Arnold Pinto
Arshad Ali
Dmitry
Nathaniel Carlo Lorenzo
Grace
Mohamed Hanifa
Mohammed Adam Naser
Vincente M Cargullo Jr
Ghassan AL Nakib
Arshad Ali
Maher Mneimneh
Savio Rego
Othman
Nuha
Hamdy Saad
Medhat El Swifi
Sahar Windawi
Nesreen Shalabi
Designation
Managing Editor
Photographer
Photographer
Photographer
Photographer
Photographer
Photographer
Photographer
Photographer
Photographer
Sales
Account Executive
Editor
Editor
Editor
Editor
Editor+Sales
Editor+Sales
Media Attendees
Publication
Name
Designation
Al Bayan
Al Ittihad
Amwal
Al Dostor Newsapaper
Roya Al Iktisadeya
Roya Al Iktisadeya
Mohammed Baida
Mahmoud Al Hadary
Fayrouz
Adel Amin
Rania Abu Zaid
Hamed Al Sewerky
Editor
Editor
Fayrouz
Adel Amin
Rania Abu Zaid
Hamed Al Sewerky
Al Iktissad Wal Ammal
The New Capitals
The Good Heath Magazine
Al Maraa Al Youm
Josour
Josour
Al Fajr
Hayya Magazine
Kawalis
Al Hasna
Clickon/Tasamim
UAE Connector
Wael Abil Mona
Saeed
Ranbir Sen
Nisreen Hussein
Zainab Aboud
Salim
Abdul Al Mounem
Hoor Houmani
Ali Dawleh
Nourhan William
Maroun Farah
Mahmoud Bazazo
Wael Abil Mona
Saeed
Ranbir Sen
Nisreen Hussein
Zainab Aboud
Salim
Abdul Al Mounem
Hoor Houmani
Ali Dawleh
Nourhan William
Maroun Farah
Mahmoud Bazazo
Media Coverage
Media Coverage
Media Clippings
Media Clippings
Media Clippings
Event Partners
Event Management Agency
DABO & CO
Public Relations Agency
BPG Public Relations
THANK YOU