THAT Concept Store Redefines Street Style with a Bold “Fall for THAT” Billboard Takeover
THAT Concept Store, Majid Al Futtaim's proprietary luxury fashion and lifestyle destination, has overrun UAE billboards with a campaign as bold and chic as its title "Fall for THAT."
Following their prior appearance, the new billboards feature two powerful silhouettes, a woman and a man, both exuding carefree cool in trendy clothes and sensational accessories. They lean into the image from both sides, as if stepping off the billboard itself. The latter is a jolting design choice that seizes the eye instantly. Between them stands the brand's minimalist logo and tagline "FALL FOR THAT."
This catchy but concise line perfectly summarizes the brand's persona. It's both a fun pun on the name of the store and an assertive call to explore the unbeatable charm of THAT's Fall selections that just dropped. Visually, the campaign's clean look and bold contrasted use of hues, from deep earthy tones to crisp monochrome fashion, illustrate THAT's balance of edge and sophistication.
The new fall campaign stood tall upon Unipoles in the third week of October.
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