His name is Isa Adam Ibrahim. He is not young, but it is difficult to determine his age. During the time that I did not see him, he radically changed his image. That is, if before he wore dark suits and glasses in a thin metal frame, today he wears light jackets, scarves in his breast pocket and hats. Interesting, a little unusual for Dubai. It is absolutely not like the others, but there is a certain chic in this. It must be consistent, because he is the CEO of one of the most famous and very first Dubai shopping centers - Burjuman center. And this dictates a certain style and image. And much more…
Mr. Isa, please tell me how you have been able to maintain the popularity of the Burjuman Center for so many years, because lately there have been a lot of ultra-modern shopping giants in the city and there has been a slight outflow of customers towards the “new Dubai”?
- Thank you for your kind words to the Burjuman center. We were one of the first and continue to be one of the best. In fact, the secret of popularity is simple. We are in focus. What does it mean? We know exactly who our customers are and what they need. When we designed the "new wing" of the center, we primarily focused on people who lead a luxurious lifestyle, surround themselves with the most beautiful and fashionable things, follow all the latest trends, choose hot-couture collections. That is why even the design of the “new wing” of the Burjuman center is made using the indispensable attributes of luxury - expensive finishing materials, including natural wood and multi-color marble, instead of the ceramics and glass traditional for malls. Here, even the lighting is made differently. we have the same approach to choosing stores.
There are no and never been random shops or boutiques in the Burjuman center. Here again we are talking about focus. We focus our attention, and in turn, the attention of our customers, on the most famous brands, many of which are represented only in our shopping center. These are Kenzo, and Christian Dior, and Hermes, and Chanel, and many others. It is in these stores that people come from different parts of Dubai, from other Emirates, and, of course, from different countries. They know the longstanding reputation of the Burjuman center. They come to us from Moscow, and from London, and from Iran, and their neighboring Gulf countries. And I think they will continue to go, despite the fact that the number of new Dubai malls is growing day by day.
Does this mean that you are aimed at opening an even greater number of elite shops under the roof of the Burjuman Center, and how many people want to be inside the walls of your center?
- You will not believe it, but today we have a waiting list, in which more than 4000 applications from those who want to open their store in Burjuman center. Last year, we were able to satisfy only 120 applicants. These were only upscale boutiques, as the categories of our selection are very strict. We do not open "nameless" stores. This is the credo of Burjuman. We have presented the best world brands of clothes, shoes, accessories, jewelry, watches. I would like more, but ...
So it turns out that the center still needs to expand?
- Of course. It would be where. We would be happy to build more than one "wing". But due to the location of the Burjuman center in the Bar Dubai area, it is not so simple. In addition, there are now objective difficulties associated with the construction of the Dubai Metro. The center is not so easy to reach during peak hours. But our regular customers are already familiar with these forced inconveniences, so they make purchases in the most leisurely hours - from two to four in the afternoon. At this time, if you pay attention, the center's parking lots are occupied by Rolls Royce cars belonging to the most expensive city hotels, such as Burj Al Arab.
I am sure that the popularity of our center is supported by customers. They communicate with each other, maybe boast of purchases and share with friends exactly where they made them. Thanks to such indirect advertising, we have more and more visitors. And then, the specificity of the shopping centers in Dubai is such that it is more a place for meetings and communication than just for shopping. There are many cafes, restaurants and recreation areas.
We are not afraid of the opening of new malls in the city. On the contrary, it is a good sign. This means that there will be more visitors to the city, including from Russia and the CIS. According to market experts, by 2010, up to 15 million tourists will come to Dubai annually. They also need somewhere to relax and shop. New malls are an incentive for us. They encourage us to take even more care of our regular customers. And we are working hard to ensure that the Burjuman Center continues to lead the list of the best shopping centers in Dubai. By the way, I can firmly promise the fans of the Burjuman center that there will never be a supermarket in our center. I do not want the spirit of respectability to leave Burjuman.
Your center is also known for its charitable and educational activities. Is this a PR move or a desire to become a part of the social life of the city?
“We don't need cheap PR.” All that we do and all the actions that we support are serious social programs, in which we want to attract all the residents of Dubai and the UAE. We always especially prepare for the New Year and Christmas holidays, remembering that the Orthodox celebrate their Christmas after the Catholics, for the holy month of Ramadan, for other holidays that are honored by different peoples living in the Emirates. For six years now, the Burjuman Center has been hosting the Safe & Sound annual educational campaign to tackle diseases such as breast cancer. We live in a hot country, and this problem in the UAE, unfortunately, is present. Throughout October, we hold special events, distribute to everyone and everywhere pink ribbons, leaflets, teach how to recognize the disease at the initial stage. Many people managed to avoid the disease due to the timely diagnosis.
We are also sponsors of the annual Dubai Marathon, which this year brought together more than four thousand participants. We sponsor and take an active part in traditional festivals - DTF and "Summer Surprises", in the framework of which we hold numerous raffles of expensive prizes. During the current Dubai Trade Festival, thousands of people have visited our center and spent millions of dirhams on purchases. There are no exact figures yet, but our marketers recorded a 10% increase in sales compared to the previous festival. We sponsor many sports, such as the famous Dubai Horse Racing World Cup, the Dubai Desert classic Golf Championship and many others.
Burjuman center is geographically located in the historical center of the city, and that is why we cannot be aloof from the social life of Dubai. This is our city, and we all are its integral part, since we live, study, work here.
What would you like to wish your regular customers from Russia and the CIS, especially on the eve of March 8 and other spring holidays?
- I want to wish the Russians and citizens of other countries one thing - come. We in Dubai are doing everything to make you feel good and comfortable. I also wish you all success and good health. And, of course, good shopping. After all, only focusing on your demand, we can correctly form the offer, from which you will be delighted.
Elena Olkhovskaya and Olga Adigamova
