You are now leaving this site and you'll be redirected to the Interbrand Global website.


TRYANO, a fully immersive retail experience

Chalhoub Group
The TRYANO Speciality Store on Yas Island, Abu Dhabi, is Dubai-based Chalhoub Group's newest retailing concept.

This case study originally appeared on

TRYANO is a truly unique destination focusing exclusively on three “category killer” anchors of Beauty, Bags and Childrenswear within a theatrical store environment. At 15,500sqm and spanning three floors, TRYANO is a fully immersive retail experience that embraces technology to encourage engagement and interaction in addition to traditional luxury cues. HMKM worked closely with Kin Design to create and deliver immersive digital touchpoints throughout the customer journey.

The HMKM retail interpretation of the brief also influenced other areas of design expression such as the TRYANO identity designed by Pentagram London.

TRYANO will fully launch (all phases complete) during March 2016. Images were taken following the ‘soft launch’ in October 2015.

See more at