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DFRE launches new initiative to help brands

DUBAI, September 10, 2014

Dubai Festivals and Retail Establishment (DFRE) has launched the “Premiere Retail Events” (PRE) initiative which involves the setting up of a multi-million dirham fund to provide support to both global and home-grown brands.

The initiative aims to help the brands innovate new outstanding experiences that will enhance the existing retail and tourism offering of the emirate.

The first set of grants will be provided to companies who devise ideas for the landmark 20th edition of Dubai Shopping Festival next year. It will grow to become a longer-term initiative to support retail innovation during festival periods all year round.

The grant will be the basis of a co-venture between DFRE and the awarded company.

Laila Mohammed Suhail, CEO of DFRE, said: “Dubai is a centre for world-class creativity and thinking and DFRE will partner with global brands and major home-grown businesses to bring amazing and innovative event ideas to life. Dubai has the perfect retail environment and flexible infrastructure to stimulate unique commercial concepts that could range from major live events to “pop-up” stores, experiences or citywide showcases, all of which will add to the emirate’s existing world-class offer. Each grant will be made to companies that set new global benchmarks for ideas, impact and inspiration.”

Global examples of such innovative projects include the ‘PepCity’ initiative by Pepsi to support the Super Bowl or the I-Tunes 30-day Music Festival created in the UK earlier this year.

To be awarded a grant and co-venture status by DFRE, the concept behind the proposed experience needs to be either a first in the world or at least a first in the region. The ideas that are submitted will go through a rigorous evaluation process and DFRE intends to focus its partnership to a select number of concepts – ensuring each can get the maximum support required and have a real impact on the public through its individual creativity, size and innovative approach. – TradeArabia News Service




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