Dubai: When Dubai Shopping Festival first launched Etisalat MOTB back in 2014, the idea of temporary pop-up stores to give up-and-coming new businesses a taste of the retail frontline was an emerging concept in major fashion capitals around the world. 

Now a crucial aspect of helping entrepreneurs gain a foothold, Etisalat MOTB has played a role in the launch of hundreds of successful homegrown retailers and food and beverage businesses – introducing them to the cut and thrust of business life. 

The Etisalat MOTB concept is now set to take centre stage once again from January 19 for an 11-day shopping extravaganza with a twist in a brand new, expanded location at Dubai Design District (d3) - the region’s first and largest design district playing home to the biggest global, regional and local brands within the art, design and fashion industries. 

Ahmed Al Khaja, Chief Executive Officer at Dubai Festivals and Retail Establishment, which organises the Dubai Shopping Festival, said: “It was around 10 years ago when DFRE came up with the concept. The thinking was, ‘Why don't we do some pop-up markets that would create the feel of Covent Garden in London?’ It was something that could help the SMEs here to get the chance to have a physical retail store and at the same time give people this great new way to shop, eat and be entertained.  

“At the time, pop-up events were only being held in hotels or exhibition centres in the region. By creating this event as an outdoor pop-up – then held in Burj Park against the backdrop of an icon of Dubai – it became our Unique Selling Point.” 

Now in its landmark 10th edition, Etisalat MOTB has provided a platform for emerging talent to develop their brands and placed them firmly in the public spotlight.  

Talking about the role of Etisalat MOTB in supporting local entrepreneurs, Al Khaja said, “Pop-up stores like those central to the Etisalat MOTB concept have become a bell-weather for retailers to test the market in real time and help make decisions about when to venture into the world of physical stores or a permanent space. They enable online-only vendors to dip their toes into market life and plug customer feedback directly into their business models, allowing them to tweak product lines or pricing to suit shoppers’ demands.”  

Pop-up stores and markets have grown to become an exciting option to entice start-ups into competitive new markets, and the temporary spaces provide an opportunity to test out new lines and goods for sale. 

DFRE also provides support with a major push for Etisalat MOTB through its own marketing channels – from social media platforms with hundreds of thousands of followers, to websites, outdoor advertising, influencer partnerships, and more.  

“There are many stories of people who have used Etisalat MOTB as a launchpad over the past 10 editions,” said Al Khaja. “From a working mother with a jewellery line to a small food business just starting out that now has multiple physical branches in the UAE. Etisalat MOTB has provided a vital opportunity for these entrepreneurs to really understand a customer’s wants and needs, giving them the chance to engage with their client base, as well as getting marketing exposure that young businesses wouldn’t otherwise have access to. As a government entity committed to supporting the growth of SMEs and homegrown brands, we have developed Etisalat MOTB as a platform to provide that support to them.” 

A ’strict criteria’ on the selection process for retail and F&B vendors means that, for each of the 10 editions, businesses without physical stores have been prioritised to give new brands the chance to show off their wares, said Al Khaja.  

Each year, different vendors who have never been at Etisalat MOTB previously are selected – helping propel new businesses into the market and continuing to offer Etisalat MOTB’s loyal and growing fanbase the chance to see exclusive and unique brands year-on-year. 

“Our footfall has kept increasing as the event grows – with new and more vendors, to Instagrammable spaces and an expanding entertainment programme,” said Al Khaja. “Our record for visitors so far is around 12,000 on a single day.”  

With the new location at d3, and even more on offer this year – including a New York City theme, Dubai Beats concerts and the Fenty Beauty Beauty Trailer as added attractions, this year’s attendance could well be even higher.  

From January 19-29 Dubai Design District (D3) will be transformed into an edgy New York themed marketplace with DJs, huge designer brands, fashion, food and live shows as the eclectic outdoor pop-up marks its 10th edition. Hand-picked retailers and carefully selected boutique brands will showcase their goods for the 11-day shopping extravaganza that promises to take shopping to a new level of entertainment.