Have you of all time walked around in a topographic point and felt someplace else? Felt like you are in a phantasy, or possibly on the other side of this planet? Or even on another planet? Does it experience good? Do you bask the experience? Do you retrieve it? So many inquiries are asked when the subject is “ Theming ” and two replies are ne’er the same, some people like it and some people do non. It ‘s a subjective affair that depends on the individual ‘s experience with the “ subject ” that is being displayed instead than the objects that are being presented. Theming is the act of importing an external narration and using it to an “ object ” of another location, infinite or clip period ( Bryman, 2004 ) . The chief intent for theming a topographic point is for it to be more interesting, to give it a significance and inculcate it with a intent to be more attractive for consumers. Yet, consumers are being more aware of this themeing trade and its effects ; theming is being accused for “ showing a sanitised history, one that removes any mention to hardship and conflict in the cause of ingestion ” ( Bryman, 2004, p. 52 ) . On the contrary, in our part, theming is being progressively popular. One can see the “ modern Pharaohs ” by get downing his/her twenty-four hours with a java in Wafi Gourmet, be a “ Sindibad ” in Madinat Jumeirah at tiffin and see the Renaissance by stoping the twenty-four hours in Mercato promenade. This eclectic method is driving the universe those yearss into a planetary individuality, it is blending times, locations, and experiences, later we do n’t experience the reliable significance of those experiences any longer. One of those promenades that are seeking to take the consumers back in clip and infinite is Wafi promenade.
The Wafi metropolis is a complex that consists of multiple activity topographic points, including a shopping promenade, eating houses, watering place, a hotel and a dark nine all themed after the Pharaohs in Ancient Egypt. The shopping promenade tries to state an ancient narrative one time been told by Pharos. The promenade has three atriums in which you can bask natural visible radiation, they are roofed with Pyramid like construction, and two of those pyramids are stained coloured glass with word pictures of ancient day-to-day life Egyptian scenes such as husbandmans, workers and the Egyptian Gods ( Swan, 2009 ) . Additionally, the Egyptian subject continues throughout the promenade through illustrations of statues, like the Taut Ankh Amon in the in-between portion between the new extension and the older promenade. The promenade has columns resembling those in the Karnak with their adorned shafts of many illustrations of birds, Pharaoh Figures and hieroglyphic lettering ; the capitals of the columns are besides made to resemble the impression of Egyptian columns with workss – Lotus and Papyrus mostly- divine capitals. Furthermore, the light brown rock used in the columns is appealing for people to experience they are in a “ modern pyramid ” , the letterings on the walls, columns, the three pyramids with imagination and hieroglyphic antediluvian “ linguistic communication ” is besides what makes this promenade ‘s themeing appealing to clients.
The newest extension to Wafi centre is the Khan Murjan, inspired by the ancient Baghdadi Souk that was built in the fourteenth century by Amin Al Deen Murjan, Baghdad ‘s “ Wali ” at that clip. The design of the souk itself resembles the 1 in Baghdad -air-conditioned though- with its long corridors and dual tallness infinites ; nevertheless the Wafi souk contains four different quarters inside it, a Syrian, Moroccan, Turkish and Egyptian. The stores for this portion of the promenade have different nature, they are handmade familial traditions that tourers can see while inquiring about ; the stores include Iranian carpets, Syrian olfactory property, Egyptian garments, etc ( Asharq AlAwsat, 2007 ) . Every piece has been made utilizing lone traditional stuffs and techniques, the stuffs for each one-fourth are brought from the county of beginning so for case the wooden arabesque in the Syrian one-fourth is brought from Syria and the ceramic in the Turkish one-fourth is brought from Turkey, the colourful mosaic from Morocco and the carven rocks from Egypt. Furthermore, the 64m stained glass ceiling is a chef-d’oeuvre of many craftsmen that depicts the day-to-day life of Arabian trades and merchandisers along with some Arabic penmanship letterings. This maestro piece is inspired by the Iraqi creative person Yahiya Bin Muhammad Al Wasti who depicted the fourteenth century life of Arab merchandisers and travellers.
The Owner / The Designer/ The Managers.
- H.H. Sheikh Manea Bin Khalifa Al Maktoum is the proprietor
- John R. Harris, the designer of the promenade.
- Shajahan Unneen, General Manager for Wafi Property
- Sally Meech is the Marketing Communications Manager
The existent apposition between the Ancient Pharahos civilisation in parts of the promenade, and the reliable fourteenth century Khan Murjan Souk is in itself one of the hints of globalisation because we see that the promenade is seeking to acquire different epochs and different perceptual experience of clip periods under the same roof. So when the client is inside the Egyptian portion of the promenade, he/she feels a different experience when meeting the reliable Souk. Now this manifestation of globalisation is non knowing because the purpose is to supply the client with different types of experiences. Another hint of globalisation is witnessed inside the Egyptian portion of the promenade where all the trade names with over than 200 stores -some of them are specific to Wafi only- are being read against the columns and the statues. The contradiction here is between the Ancient Pharaohs theming and the alone Italian, British and American trade names.
On the other manus, they ca n’t merely acquire Egyptian stores to be consistent with the subject ; hence this is one of the effects of globalisation.
Other manifestations may look in the “ Mcdonadization ” – the act of placing imported goods or objects ( Bryman, 2004 ) -that happens in the promenade when some events occur. For case the Emirati National twenty-four hours is celebrated through puting many flags over the columns and the Pharos letterings. Christmas is normally celebrated through a immense Christmas tree placed in the chief atrium and they sometimes create unreal snow for this event. Ramadan is besides celebrated through big Crescents scattered all over the atriums and the Egyptian encrypted walls.
Presents, the most interesting manifestation of globalisation is the combination of three different traditions: the emirates flags that are partly covering the Egyptian columns, both of them environing the personal appeal tree.
It is hard to place the sham and the reliable when it comes to themed shopping, where the subject is juxtaposed with the experience. The people interact with the Egyptian civilisation modernly, and the differences between antiquity and modernness is erased, “ [ B ] oundary-blurring ran rampant-from session to session one could hear differences fall ining right and left: between shopping and amusement, the existent and the sham, … ” ( Lefkowitz, 1998, p. 30 ) .However, looking insightfully at the themed object would give us a glimpse of what is losing in our experience ; hence, meeting the narrowness of the pyramids is manner excessively different from sing the roofs of the atriums in Wafi. However, the “ boundry blurring ” becomes obvious when it comes to the columns which are somehow the same- regardless of the scale- the many illustrations on the walls, the birds, the Egyptian figures, the hieroglyphic authorship are someway existent and do the client feel like he/she is looking at an old encrypted linguistic communication. The reproduction of the statues nevertheless, the Ramses and Anubis are less reliable, the obelisks of the “ pharaohs temple ” in Luxor is decidedly non reliable while the original 1 has merely one obelisk and the 2nd is in Paris, Wafi ‘s version has both of the obelisks and they
The Khan Murjan on the other manus is a bit more reliable, because of the types of stores in at that place. The stores are owned by little endeavors with manus trades such as pictures, olfactory properties, hand-crafted furniture and so on. Furthermore, the fact that the stuffs are all brought from the state of beginning of the quarters adds to the experience of the client and makes him/her experience like walking in one of the “ air conditioned ” Syrian or Egyptian quarters and sing the goods sold at that place.
Security and Safety
The security at Wafi Mall is private, there is no 1 bureau that controls it, it ‘s merely an extension of the client service, and the CCTV cameras-controlled by the chief control room- all over the promenade… nevertheless the chief security in the promenade controlled by the Dubai constabularies utilizing “ under covered ” agents who dress like normal clients so they would n’t be recognized.
What are the jobs that are faced by the security?
- Lost kids
- Attempts of fraud by utilizing stolen recognition cards
- Attempts to snap celebrated designs and retroflex them.
How do they cover with those jobs?
They normally assess the state of affairs foremost, if it is deserving interfering and exposing themselves so they have the authorization to move instantly to halt the people who are responsible for the combats or the larceny efforts. Afterwards, they wait for the constabulary to come and work out the job or take the “ felons ” to the constabulary station.
How frequently do those “ combats ” happen in Wafi?
We have asked two of the constabulary officers this inquiry, one of them has been working at that place for two old ages now, non continuously nevertheless, and he has merely witnessed one combat that is deserving interfering.
How did this “ under covered agents ” phenomenon emerge?
It happened right after the celebrated Wafi robbery ; the constabulary assigned some of their agents to travel inside the promenades as normal clients. There are no assigned specific zones, nor assigned specific promenades, they change their displacements often through many promenades ; so for case if they serve in Wafi this hebdomad, following hebdomad they might function in Dubai promenade, etc.
Types of Consumers/customers.
As we have been inquiring in Wafi, questioning people and speaking to the directors and the security, we have noticed that the nationality of people who visit Wafi the most are Emiratis, little less Russians and Asians and really few of other nationalities. The socio-economic people who are the usual clients of Wafi promenade are the “ high category ” of this society or the people with good fiscal position because the promenade – as people and security stated- is more expensive than other promenades. The gender of clients nevertheless does non truly an issue in this promenade, people of both genders visit for shopping, sing eating houses, etc. Yet the age is a spot higher in rate than that of other promenades. The promenade does non see the adolescents who come for window shopping or “ hanging about ” because there is nil of that involvement to them and its manner excessively expensive for them to “ hang out ” in.
Is the promenade successful?
The promenade -in my opinion- is successful financially based on what I have noticed and what people have been saying in the interviews, it is besides safe because of the high security degree particularly after the celebrated robbery. Design wise, nevertheless, I was non so attracted to it, because forging an experience is non every bit gratifying as populating the original one, plus this is a modernised experience of something that is supposed to be heritage, I would instead see the pyramids and the existent Khan Murjan than go shopping in Wafi, and my budget does non let that every bit good. However, there is a alone facet that this promenade is supplying with its openness and soundlessness compared to other promenades. The clients can walk freely, and acquire lost easy in the different parts of the promenade to research its different qualities, merely as Lefkowitz said ‘In the ideal shopping environment, acquiring lost is a good thing. It creates an “ explorative experience ” more contributing to insouciant buying ” ( 1998, p. 32 ) .Hence, the regular clients for this promenade are the 1s who look for
Is the promenade successful in the sentiment of… ?
- The client service employees on the other manus think that Wafi promenade has non been effected a batch by the fiscal crisis because the visitants are from “ high category ” people, Sheikhs, and histrions, so they see it as a success for the promenade.
- The security or the constabulary officers see the Wafi promenade really successful in footings of its safety and it has significantly less “ offense ” rates than other promenades.
- Equally far as the visitants concerned, the promenade is successful financially and security wise, in the design portion, some of them think it is the chief attractive force for the promenade, others think it has added nil to the value of the promenade, it ‘s the trade names that make them come shopping at that place, as illustrated below in the interviews we have made with different clients in the promenade:
- Al Sharq AlAwsat. ( 2007, May 16 ) . Dubai ‘s Khan Murjan: Where the Past Comes to Life. Asharq Al-Awsat.
- Bryman, A. ( 2004 ) . Disneyization of Society. London: GBR: Sage Publications Ltd.
- Lefkowitz, D. ( 1998, April ) . Shopping and the significance of life: Learning from the Mall of America: The Design of Consumer Culture, Public Life, and the Metropolis at the End of the Century. New Art Examiner, pp. 30-33.
- Swan, S. Z. ( 2009, July 6 ) . Themed Malls in Dubai Spotlight Architecture. Retrieved December 1, 2009, from UAE travel: hypertext transfer protocol: //united-arab-emirates-travel.suite101.com/article.cfm/themed_malls_in_dubai_spotlight_architecture # ixzz0Yc0IrtS0