News

Baroue, MS Retail’s pioneering new children’s retail concept, has been awarded Innovative Format of the Year at the World Retail Awards.

Working with the designer Gensler, Endpoint was tasked with product design and brand implementation for the 69,000 sq ft Kuwait City store.

Baroue combines theatre with entertainment space through the creation of a giant Sea Serpent central feature where children can play and their parents relax in an adjacent café. The store provides clothing, maternity wear and entertainment for children and although only in its first year is already proving scaleable for expansion throughout the Middle East. “A marvellous and engaging destination for kids and adults alike,” commented one of the expert judges.

Lukasz Balczewski, Endpoint project manager said “the main challenge faced by our team was translating 2D designs into 3D products. With so many brand elements throughout the store, it was crucial that the 3D product family matched the other hallmarks”.

As Baroue continues to grow, Endpoint’s recently opened Dubai office is now on hand to ensure that product design and consistency is maintained and each store champions this exciting new brand.

Endpoint is delighted to announce the official opening of its Dubai office, a natural step given the brand implementation agency’s burgeoning client base in the region. The office is based in the Al Moosa Tower complex on Sheikh Zayed Road and has been set-up to better serve clients in the region. 

Endpoint brings unrivalled experience in project management, sign design and wayfinding and has already completed numerous projects in the region, including product development for the DIFC complex and Dubai Healthcare City.

Gideon Wilkinson, Endpoint Director said “We believe it is important to offer our Gulf clientele the same level of service our UK clients have come to expect. Endpoint has been working successfully in the region for the past 4 years but we recognise the need for a permanent Dubai based team, particularly given the scale of the projects we are involved with.”

Andy Ruffell, a hugely experienced project manager who has worked on myriad regional projects such as Emaar’s Old Town development, Sama Dubai’s Headquarters, Rotana Hotels and the Atlantis Hotel and Waterpark, will head up the Dubai team.