Dubai: A new Discovery Channel Store was unveiled at Dubai Mall on Wednesday, a venture promoters described as “responsible retail”.
The new store represents the concept of “responsible retail” by donating between 30-40 per cent of proceeds to as many as six charities and is a first to sell nature-animal themed products as compared to its 200 existing Discovery Expedition stores in China and Thailand.
Maitha Al Dossary, Chief Eexcutive Officer of Emaar Entertainment, said “one of the most effective ways to promote environmental awareness and conservation initiatives is to instil a sense of real-life engagement with these activities in the minds of the public. The Discovery Channel stores’ elaborate tie-ins with charitable entities enable people not only to learn more about the aquatic world but also participate in making a difference.”
Paul Hamilton, general manager and curator of Dubai Aquarium and Underwater Zoo, said the new tie-up between companies “reflects our vision of connecting our guests with the natural world and is also part of Emaar Entertainment’s mission to continually strive to enhance the visitor experience”.
Hamilton said several projects are under way for later this year, including a new Discovery Shark Week exhibit through an interactive experience. Officials declined to elaborate on the shark week event, promising more details nearer the launch date.
Earlier, the opening of the store suffered from a small glitch as the curtain dropped. Media invited for the ceremony laid eyes on the word “Discevory” splashed across the glass façade of the rebranded souvenir shop that marks the end of the Dubai Aquarium and Underwater Zoo tour.
Within minutes of discovering the mistake, the “e” and “o’ were removed from the glass and transposed into their proper places in a brand name known to 300 million viewers worldwide. A spokesperson of Dubai Aquarium told Gulf News after the ceremony that “it was a genuine human error that was quickly addressed”.
The store is located on the top level of Dubai Mall adjacent to the Dubai Aquarium.
The small hiccup aside, officials celebrated a new partnership between Emaar Entertainment and Discovery Consumer Products with the opening of the new store,
