g centre in Deira, which has been completely stripped out to create the new experience. The total space is 5600sqm, spread over two floors, and includes an extensive fashion offer for both men and women, as well as a spa, restaurant, café and electronics store. The two design companies collaborated on the concept, but retained a clear demarcation of their respective services. SFD designed the overall concept of the store, including all of the departmental treatments, wall and floor fixtures, the visual merchandising and the window displays. In addition SFD supplied, manufactured and installed much of the retail equipment, shopfitting, mannequins and propping. London-based Dalziel and Pow designed the interior architecture, the planning and the shell, as well as the detailed design of the café and the spa. Working in this way, SFD and Dalziel and Pow have shared and combined their retail expertise to produce a unique retail experience. The multi-brand fashion offer is extensive, creating a lifestyle destination store for their target market. Each department has an intentionally distinctive identity, but together they sit with a complementary look and feel, defining the total space. All of the shop-in-shop spaces share a similar aesthetic, but stand out within the concept. Footwear, accessories, denim, smart,street, casual and formal all get their own departmental treatment and combine to create something that lives up to the ‘Iconic’ name. The architectural space is more neutral by comparison, with a single floor treatment punctuated by occasional highlights and a dark, exposed ceiling with suspended white rafts of various scales relating to the departmental layout. As well as the unique restaurant and spa offers, there are some stand-out features in the space, including an LED wall framing the escalator and a number of dominant VM focal points highlighting the key areas and ensuring that the Iconic experience is unique.   This feature first appeared in Inside Retailing Magazine. Click here to subscribe.