Fans of all things Marvel will delight in the ultimate collector’s themed retail store at IMG Worlds of Adventure.
Client: IMG Group
Services: Master Planning, Art Direction, Themed Retail & Restaurants, Project Management, Creative Guardian
Location: Dubai, U.A.E.
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.
This store attracts serious collectors, which is great, because some of the prices are not for the faint of heart. But if you’re looking to take home a unique souvenir that doesn’t require emptying your piggy bank, you can find it here, too. One of the store’s attendants, who is dressed like a concierge at a luxury high-rise apartment, will be happy to assist you.
This is the place to find exclusive Marvel merchandise, such as autographed collectibles, artwork, figurines, watches, luggage, clothing, and even a life-size replica of Iron Man’s suit. Yes, that too is for sale! Higher-end merchandise is enclosed in glass cases atop marble pedestals. Red velvet ropes and stanchions are placed around some of the most distinguished pieces, such as War Machine. But perhaps the most impressive “department” is the rows and rows of comic books and graphic novels from all eras. Ardent fans could spend an obscene amount of time perusing the classic collection here.
As the name indicates, the store is basically a bank vault, so details within the design had to reflect that type of space. From the sign on the door to the materials used to the walls’ structure, there is no question of the designer’s intent.
The standout feature is the huge vault door prominently placed behind the Iron Man showcase piece. Everyday shoppers can’t just walk inside the room, though, which might make you wonder what’s inside. Well, all we can say about that is, the contents are extremely precious. The “owner” wants to keep those rare objects tightly sealed.
As part of their master planning duties for the 1.5 million square foot entertainment destination, Falcon’s Creative Group designed the store and provided project management, onsite art direction, and creative guardianship for this one-of-a-kind themed retail experience. The company drew up the initial concept and took those designs all the way through the construction documentation phase, so every detail was developed by the Falcon’s team. In addition, by leading the art direction and then overseeing all the work onsite, Falcon’s ensured a seamless IP approval process. Hawkeye would certainly approve of the precision that the themed entertainment company displayed during this amazing retail project.