Doha, 2021

Project: Presentedby x Doha Design District.

Client: Presentedby.

Location: Doha, Qatar.

Author: External Reference; Carmelo Zappulla.

Team:  Iacopo Neri, Forum Shah, Marina Cella.

Project Management: External Reference.

Collaborators: Oxido Taller, Lloc audiovisuals, OnionLab

Photography: 2G

Awards: Shortlisted, Finalist | Retail Category, The Plan Award 2022. [Ongoing]

Shortlisted | Retail Category, World Festival of Interiors INSIDE (World Architecture Festival) 2022. [Ongoing]

Presented By disembarks in Doha with its new flagship. With its trademark strategy Presented by lands right in the middle of Doha’s new centrality offering an ultimate retail experience created around Qatar’s unique characteristics. Blending the duney landscape of Qatar and the tech centric redevelopment of Doha, Presented By offers an exhibition space rather than a retail store where Sneakerheads can come together not only to shop, but also to feel, touch, discover and share their love for sneakers, streetwear and urban culture.
The retail experience begins long before the customer walks inside the store. With its outer face cladded in full height 5 metre tall led screens the store displays a dynamic landscape of digital art that alters the perception of passers immediately drawing their eye and awakening their curiosity. This not only serves to draw people’s attention but also serves as a backdrop for digital content creation.
Inside the space offers an immersive retail experience centered around the world’s most exclusive trainers, iconic collaborations and urban hype collector items. It combines advanced fabrication, technology, fashion, urban culture and design. Conceived as a digital dune, the store presents its exclusive collection upon an ever changing tech landscape of algorithmically cut metal blades and programmable led lights that wrap the space. Far from being a static space, the interior of the store is a fully responsive environment that interacts with the customers through its dynamic lighting and interactive floor and surface mapping, everytime creating a unique and memorable retail experience.
The experience is completed with a fully immersive experiential room where a matrix of holographic fans create a digital show that showcases the most coveted collector sneakers. This space offers the possibility of selecting individual shows based upon selected trainers housed inside this vault of exclusive items.