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NEW YORKER / STORE OPENINGS

Make an entrance.

The NEW YORKER store entrance at Reem Mall on opening day, its illuminated sign above the doors.

An opening has a date. An arrival has a feeling. The invitation, the people in the room and the experience of being there all contribute to it.

Morph worked on NEW YORKER's openings at Reem Mall in 2025 and Abu Dhabi Mall on 7 February 2026, bringing together PR, creators, event operations and the guest journey.

Two openings.

Performers in NEW YORKER Welcome T-shirts dancing through Reem Mall towards the store.

Reem Mall / 2025

Store-opening work spanning PR, creators, event operations and the guest journey.

The NEW YORKER spin-the-wheel at the Abu Dhabi Mall opening.

Abu Dhabi Mall / 7 February 2026

The opening welcomed approximately 250 visitors, with nine influencers in attendance.

Approximately 250 visitors
Nine influencers in attendance

Performance notice: Results describe particular engagements and reporting periods; they are not forecasts. Morph does not guarantee sales, ROI, ROAS, rankings or AI visibility unless expressly stated in an accepted agreement or product-specific terms.

The room and the work around it.

Morph's role extended across the public-facing activity and the practical work of the opening. The scope brought together PR, creators, event operations and the guest journey.

That is the scope a brand experience can call for. An invitation may bring someone to the door; what happens inside gives them something to remember.

The NEW YORKER logo on the DJ booth fascia, with red and black stripes.
Designed: the DJ booth in the brand stripes.
Guests with NEW YORKER props in the fitting-room booth.
Designed: props for the fitting-room booth.
Stacks of NEW YORKER branded coffee cups at the cart.
Produced: branded cups for the coffee cart.
A NEW YORKER branded coffee cup on the counter at the Abu Dhabi Mall opening.
Produced again: branded cups at Abu Dhabi Mall, February 2026.
The opening team in NEW YORKER Welcome T-shirts in front of the Reem Mall store.
Delivered: the opening team on the day.
Two guests with coffees at the NEW YORKER coffee cart.
Experienced: coffee at the cart.
A guest posing in the branded NEW YORKER fitting-room booth.
Experienced: the fitting-room booth.
A guest holding a NEW YORKER prop in front of the Abu Dhabi heart photo wall.
Experienced: the photo wall.
Two guests dressed for the opening, in the store.
Experienced: guests dressed for the opening.
A guest with her shopping beside the NEW YORKER spin-the-wheel stand.
Experienced: spin the wheel after the purchase.

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