Al Rashidiya metro station will now be called the Centrepoint metro station Image Credit: Supplied

Dubai: Two Metro stations on the Red Line have been renamed, the Roads and Transport Authority (RTA) has announced on Wednesday. Al Jaffliya Station has been renamed as ‘Max Fashion’ and Al Rashdiya Station is now ‘Centrepoint’.

The RTA has granted Landmark Group the naming rights of two metro stations. Ibrahim Al Haddad, Director of Commercial and Investment, Strategy and Corporate Governance Sector at RTA, said: “(The renaming agreement) is an important step towards establishing a strategic partnership with Landmark Group, especially at Al Jaffliya Station, which will be renamed as Max Fashion, and Al Rashdiya Station, which will be renamed and Centrepoint. These stations have strategic significance as Al Rashidiya is the starting station of the Red Line, and Al Jaffiliya Station is a vibrant business destination. Thus, it offers an excellent opportunity for the group to align its brands with key destinations in Dubai.”

According to RTA, “the strategic partnership will not only allow brands maximum reach for this leading retail group in the region but will also deliver unforeseen conversion results, through high-impact, high-tech and interactive digital experiences, resulting in optimal engagement rates and in consequence, high revenue opportunities.”

Innovative partnership

Al Haddad noted: “RTA is always keen to develop innovative partnership models that offer strategic opportunities to companies, especially domestic ones, to display and promote their brands in Dubai, a vital trading and business hub and a key destination for visitors and tourists from all over the world.

“RTA believes the private sector has a vital role to play in stimulating the domestic economic growth through sharing knowledge and expertise, which will generate job prospects across the board. We are therefore focused on forging long-term investments with the private sector. Through advertising resources of partners, RTA managed to set up smart and innovative promotional platforms that entitle partners to exclusive and premium opportunities for engagement with public transport riders and residents of the neighbourhood,” he added.

Renuka Jagtiani, Chairwoman and CEO, Landmark Group, said:“I would like to take this opportunity to commend the RTA in providing such an effective and integrated system that truly connects the city and its people in the Emirate. The Dubai Metro has been one of the city’s most sophisticated facades that has changed Dubai’s landscape. By taking the naming rights of the two very popular metro stations, our very loved brands, Centrepoint and Max, can get even closer to our customers and connect with them through new and innovative experiences.”

Transition period

RTA will change the names of the two stations on outdoor signs as well as the smart and electronic systems of the public transport network, including the audio announcement on board the metro carriages. During the transition period from August 4 to October 10, Dubai Metro riders can seek any assistance or clarification from RTA teams at the stations, if needed.