When Falcon’s Creative Group signed on to master plan the entire IMG Worlds of Adventure theme park in Dubai, the designers knew that retail spaces would be much more than an afterthought. In fact, the same level of detail and inspirational creativity went into every single one of the stores as the world-class attractions and dining establishments. But one store, in particular, would hold a position at the top of the food chain – IMG Emporium, located on IMG Boulevard.

The Marvel Vault, located across from the Avengers: Battle of Ultron 4D dark ride in the Marvel Zone at IMG Worlds of Adventure in Dubai, is a special shopping experience that leaves visitors in awe. Everyone from casual fans to aficionados can be found with their mouths agape as they slowly walk through the divine, museum-like environment, admiring the impressive selection of wares. It’s as if the world’s most prolific collector of Marvel merchandise decided to open a store in the middle of a theme park, but with a twist, which we’ll explain later.