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DLF Avenue: Reinventing shopping experience

DLF Avenue: Reinventing shopping experience

DLF Place Saket has been refurbished and re-introduced as DLF Avenue. Pushpa Bector, Executive Director, DLF Shopping Malls talks about the new entity. 

The new look
DLF wanted to introduce the mall in a new avatar of a modern-day lifestyle destination with an intent to give the convenience to work, play and dine under one roof with integrated. The group has invested over Rs. 100 crore on this exercise.  Talking about the all-new look, Bector says, that the customers have evolved over the span
of 10 years and so did New Delhi, which made them realize it was time to deliver an innovative experience as the landscape we operated in was now being driven by a dynamically different set of factors.

Tenant mix
The mall has replaced about 70% of the current brands by new labels to give the complex a new look and vibe. Bector shares that the tenant mix has changed to include the best of Indian and international fashion and apparel brands across fast fashion, athleisure and ethnic fusion. The mall has curated millennial oriented brands such as Under Armour, Go Sports, Superkicks, Nykaa Luxe and more. It will also see the presence of new marquee brands such as Uniqlo and Marks & Spencer. They are opening their flagship stores with many others.

Tech innovations
In a bid to stay ahead of the competition and to redefine the shopping experience, DLF came out with India’s first-ever retail Phygital application ‘Lukout’. With this launch, DLF Shopping Malls entered a new realm of digitization, thereby strengthening its foothold in new cutting-edge technologies and retail solutions. The app offers highly personalised proximity based engaging content in terms of latest looks, latest trends, real-time location-based offers while providing conveniences like one-touch parking payment, one-touch valet, one-touch concierge along with having its own social network for millions of consumers.  

Road ahead
The future of the Indian mall industry is absolutely positive. Malls are transforming into community spaces, bringing to the discerning consumer the best of brands, food, and entertainment. They’re now hubs where people go to rejuvenate, socialize, and entertain.




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