That Concept Store is making waves once again in Dubai’s fashion scene, this time by taking its latest collection to the streets. The fashion-forward brand has just launched a vibrant out-of-home (OOH) campaign across the city, lighting up Dubai’s roadsides with striking visuals displayed exclusively on uni-poles. Released in the fourth week of May, this single-format campaign marks the brand’s return to outdoor media following its memorable December 2024 rollout, where it celebrated minimalism through solid fashion and bold color statements. With this new presence, That Concept Store continues to blur the lines between fashion and lifestyle, turning everyday commutes into curated style moments. This eye-catching uni-pole from That Concept Store brings a high-fashion editorial feel to the streets of Dubai. Set against a soft, beachy gradient backdrop that subtly nods to the UAE’s coastal lifestyle, the billboard captures attention with its clean layout and sharp contrast. On the left, a male model leans in with confident poise, sporting a black shirt emblazoned with bold white lettering, giving off an edgy yet minimal vibe. On the right, a striking female model stuns in a textured white dress paired with a statement wide-brim hat in mint green, her dramatic blue eye makeup adding an artistic flair. The center of the visual keeps it simple yet bold, featuring the brand’s name, THAT, in modern typography alongside the location “Mall of the Emirates” and the store’s website. The overall aesthetic speaks directly to style-conscious individuals, offering a glimpse of That Concept Store’s signature mix of refined edge and runway-inspired expression. With this latest campaign, That Concept Store reminds us that fashion doesn’t just belong on runways, it belongs in everyday life, too. By transforming uni-poles into canvases of bold expression and effortless style, the brand continues to elevate the city’s visual landscape while reinforcing its role as a creative force in Dubai’s fashion industry. It’s more than just an ad, it’s an invitation to step into a world where trend meets individuality, and where every passerby becomes part of the fashion story. Learn more about OOH campaigns’ details by visiting INSITEOPEDIA and navigating throughout its various sections.
