Have you of all time walked around or in a topographic point and felt someplace else? Felt like you are in a phantasy, or possibly on the other side of this planet? Or even in another planet? Does it experience good? Do you bask the experience? Do we retrieve it? So many inquiries are asked when the subject is “ Theming ” and two replies are ne’er the same, some people like it and some people do non. It ‘s a subjective affair that depends on the individual ‘s experience with the “ subject ” that is being displayed instead than the objects that are being presented. Theming is the act of importing an external narration and using it to an “ object ” of another location, infinite or clip period ( Bryman, 2004 ) . The chief intent for theming a topographic point is for it to be more interesting, to give it a significance and inculcate it with a intent to be more attractive for consumers. Yet, consumers are being more aware of this themeing trade and its effects ; theming is being accused for “ showing a sanitised history, one that removes any mention to hardship and conflict in the cause of ingestion ” ( Bryman, 2004, p. 52 ) . On the contrary, In our part, theming is being progressively popular. One can see the “ modern Pharaohs ” by get downing his/her twenty-four hours with a java in Wafi Gourmet, be a “ Sindibad ” in Madinat Jumeirah at tiffin and see the Renaissance by stoping the twenty-four hours in Mercato promenade. This eclectic method is driving the universe those yearss into a planetary individuality, it is blending times, locations, and experiences in one pot that we do n’t experience the reliable significance of those experiences any longer. One of those promenades that are seeking to take the consumers back in clip and infinite is Wafi promenade.
1- What is the narrative intended in the design of the promenade? where does it arise? What sort of entreaty is intended?
2- What kind of design characteristics deployed to the subject of the promenade? How are imagery, colourss, stuffs and texture used to carry through plan purpose?
The Wafi metropolis is a complex that consists of multiple activity topographic points, including a shopping promenade, eating houses, watering place, a hotel and a dark nine all. It is all themed after the Pharaohs in Ancient Egypt. The shopping promenade tries to state an ancient narrative one time been told by Pharos. A walk through Wafi is like researching a futurist Karnak – statues of Ramses and Anubis greet visitants at the east entryway. Inside The ancient Egyptian subject is continued throughout the composite in the signifier of statues such as the. mosaic floors, statue of Taut Ankh Amon in the in-between portion between the new extension and the older promenade. , and columns that are resembling those in the Karnak with their adorned shafts of many illustrations of birds, Pharaoh Figures and hieroglyphic lettering ; the capital of the columns is besides made to resemble the impression of Egyptian columns with workss – Lotus and Papyrus mostly- divine capitals. Furthermore, the light brown rock used in the columns is appealing for people to experience they are in a “ modern pyramid ” , the letterings on the walls, columns, the three pyramids with imagination and hieroglyphic antediluvian “ linguistic communication ” is besides what makes this promenade ‘s themeing appealing to clients. Wafi City has three atriums in which you can bask natural visible radiation from pyramid-shaped ceilings. Two of those pyramids consist of colourful stained glass with word pictures of ancient day-to-day life Egyptian scenes of husbandmans, huntsmans, grapplers, boaters, Scribes and priests from the age of the Pharaoh. Besides featured are the Pharaoh themselves, their Gods, and animals of the antediluvian Nile.
Wafi promenade have went to several extension and the latest one happened two old ages ago. Khan Murjan, is the newest add-on to Wafi, it is inspired by the ancient Baghdad Souk that was built in the fourteenth century by Amin Al Deen Murjan, Baghdad ‘s “ Wali ” at that clip. ( with the blest add-on of twenty-first century air conditioning and public toilets ) . The design of the souk itself resembles the 1 in Baghdad with its long corridors and dual tallness infinites ; nevertheless the Wafi souk contains four different quarters inside it, a Syrian, Moroccan, Turkish and Egyptian. The stuffs for each one-fourth are brought from the county of beginning so for case the wooden arabesque in the Syrian one-fourth is brought from Syria and the ceramic in the Turkish one-fourth is brought from Turkey, the colourful mosaic from Morocco and the carven rocks from Egypt. Furthermore, the 64m stained glass ceiling is a chef-d’oeuvre of many craftsmen that depicts the day-to-day life of Arabian trades and merchandisers along with some Arabic penmanship letterings. This maestro piece is inspired by the Iraqi creative person Yahiya Bin Muhammad Al Wasti who depicted the fourteenth century life of Arab merchandisers and travellers
3- Do we cognize who designs the promenade? Manages it? Owns it?
H.H. Sheikh Manea Bin Khalifa Al Maktoum is the proprietor
Shajahan Unneen, General Manager for Wafi Property
Sally Meech is the Marketing Communications Manager
4- Can we place any hints of globalisation within the promenade? Are these existent? Symbolic? In what ways?
The existent apposition between the Ancient Pharahos civilisation in parts of the promenade, and the reliable fourteenth century Khan Murjan Souk is in itselfone of the hints of globalisation because we see that the promenade is seeking to acquire different epochs and different perceptual experience of clip periods under the same roof. So when the client is inside the Egyptian portion of the promenade, he/she feels a different experience when meeting the reliable Souk. Now this manifestation of globalisation is non knowing because the purpose is to supply the client with different types of experiences.
Another hint of globalisation is witnessed inside the Egyptian portion of the promenade where all the trade names with over than 200 stores some of them are specific to Wafi merely. The contradiction here is between the Ancient Pharaohs theming and the alone Italian, British and American trade names. On the other manus, they ca n’t merely acquire Egyptian stores to be consistent with the subject yet this is the effects of globalisation.
Another manifestation is the “ Mcdonadization ” that happens in the promenade where some events go on, so for case the Emirati National twenty-four hours is celebrated through puting many flags over the columns and the Pharos letterings. Christmas is normally celebrated through a immense Christmas tree placed in the chief atrium and they sometimes create unreal snow for this event. Ramadan is besides celebrated through big Crescents scattered all over the atriums and the Egyptian encrypted walls.
5- What is reliable about the promenade? What is less reliable, perchance forge? How can we distinguish between the existent and contrived? Does it count?
The whole experience in my sentiment is bogus or excessively modern, for case when sing the narrowness of the pyramids is manner excessively different from sing the roofs of the atriums in wafi, the columns are someway the same, irrespective of the graduated table, because some are off proportioned when comparing them to the old Egyptian temples with monumental columns, the many illustrations on the wall, the birds, the Egyptian figures, the hieroglyphic authorship are someway existent and do the client feel like he/she is looking at an old encrypted linguistic communication. The reproduction of the position nevertheless, the Ramses and Anubis recognizing the visitants from the eastern entryway is less reliable, the obelisks of the “ pharaos temple ” in Luxor is defnently non reliable while the original 1 has merely one obelisk and the 2nd is in Paris, this 1 has both of the obelisks and they are “ trade name new ” .
The Khan Murjan on the other manus is a bit more reliable, because of the types of stores in at that place. The stores are owned by little endeavors with manus trades such as pictures, olfactory properties, hand-crafted furniture and so on. Furthermore, the fact that the stuffs are all brought from the state of beginning of the quarters adds to the experience of the client and makes him/her experience like walking in one of the Syrian or Egyptian quarters – air conditioned though- and sing the goods sold at that place.
6- How is security and control maintained over the infinites of the promenade? What sort of ‘ problems ‘ does the promenade security system attempt to avoid, battle? How safe is the promenade anyhow?
The security at Wafi Mall is private, there is no 1 bureau that controls it, it ‘s merely an extension of the client service… nevertheless the chief security in the promenade controlled by the Dubai constabularies utilizing “ under covered ” agents who dress like normal clients so they would n’t be recognized.
What are the jobs that are faced by the security?
- Lost kids
- Attempts of fraud by utilizing stolen recognition cards
- Attempts to snap celebrated designs and retroflex them.
How do they cover with those jobs?
They normally assess the state of affairs foremost, if it is deserving interfering and exposing themselves so they have the authorization to move instantly to halt the people who are responsible for the combats or the larceny efforts. Afterwards, they wait for the constabulary to come and work out the job or take the “ felons ” to the constabulary station.
How frequently do those “ combats ” happen in Wafi?
We have asked two of the constabulary officers this inquiry, one of them has been working at that place for two old ages now, non continuously nevertheless, and he has merely witnessed one combat that is deserving interfering.
How did this “ under covered agents ” phenomenon emerge?
It happened right after the celebrated Wafi robbery, the constabulary assigned some of their agents to travel inside the promenades as normal clients. There are no assigned specific zones, nor assigned specific promenades, they change their displacements often through many promenades ; so for case if they serve in Wafi this hebdomad, following hebdomad they might function in Dubai promenade, etc.
7- What socio-economic, cultural, national, age or gender group does the promenade appear to function? Who ‘s welcomed and who ‘s non?
As we have been inquiring in Wafi, questioning people and speaking to the directors and the security, we have noticed that the nationality of people who visit Wafi the most are Emiratis, little less Russians and Asians and really few of other nationalities. The socio-economic people who are the usual clients of Wafi promenade are the “ high category ” of this society or the people with good fiscal position because the promenade – as people and security stated- is more expensive than other promenades. The gender of clients nevertheless does non truly an issue in this promenade, people of both genders visit for shopping, sing eating houses, etc. Yet the age is a spot higher in rate than that of other promenades. The promenade does non see the adolescents who come for window shopping or “ hanging about ” because there is nil of that involvement to them and its manner excessively expensive for them to “ hang out ” in.
8- In your sentiment, is the promenade successful? In what ways and based on what standards? Do visitants portion your sentiment? Why or why non?
The promenade -in my opinion- is successful financially based on what I have noticed and what people have been saying in the interviews, it is besides safe because of the high security degree particularly after the robbery. Design wise, nevertheless, I was non so attracted to it, because forging an experience is non every bit gratifying as populating the original one, plus this is a modernised experience of something that is supposed to be heritage, I would instead see the pyramids and the existent Khan Murjan than go shopping in Wafi ‘s Chanel, and my budget does non let that every bit good.
- The client service employees on the other manus think that Wafi promenade has non been effected a batch by the fiscal crisis because the visitants are from “ high category ” people, Sheikhs, and histrions, so they see it as a success for the promenade.
- The security or the constabulary officers see the Wafi promenade really successful in footings of its safety and it has significantly less “ offense ” rates than other promenades.
- Equally far as the visitants concerned, the promenade is successful financially and security wise, in the design portion, some of them think it is the chief attractive force for the promenade, others think it has added nil to the value of the promenade, it ‘s the trade names that make them come shopping at that place, as illustrated below in the interviews we have made with different clients in the promenade:
1- Customer 1: a in-between aged adult female
Where are you from?
How long have you been populating here?
- A twelvemonth now
Do you like Wafi promenade?
- No, non truly
And why is that?
- It ‘s excessively expensive
Then why are you here today?
- Checking on Marks & A ; Spencer
And make you believe the design of the topographic point is successful?
- Yes it is appealing, you get to see some old things.
Do you experience safe here?
- Yes I do
Why, although you do n’t see any security?
- Because Dubai is safe is general.
2- Customer two: a in-between aged adult female and her hubby
Where are you from?
- Hong Kong
Make you populate here?
- No, I am merely sing
How make you happen Wafi?
- It ‘s really nice
What makes you experience so?
- Its quiet, quieter than other promenades, and when you shop you get more attending than in anywhere else, plus I found alone trade names I have n’t seen elsewhere.
Do you believe the design is successful? Do you like the theming?
- To be honest, i am non into the design, my intent is shopping and the trade names I ‘ve seen so far are really elegant so I do n’t cognize about the theming portion.
But do n’t you believe you are larning something about the heritage?
- I would desire to travel to Egypt to larn about it, non those columns.
Do you experience safe here?
- Yes I do
3- Third client: four local immature ladies
Do you like Wafi promenade?
- Yes, reasonably much.
Do you believe it ‘s successful, and why?
- It ‘s really successful, because it has tonss of trade names and eating houses, and there are less people here and it ‘s a “ category ” promenade to shop at.
Which stores and eating houses you like the most?
- Chanel, Make up everlastingly, Mac… restaurants we like Biella, Gourmet, and elements.
Do you believe it ‘s safe here?
- Yes it is, although we do n’t wish traveling in Khan Murjan.
And why is that?
- Its narrow, and there are really few people at that place and the topographic point is dim, the lighting is non plenty.
Do you like the design of the promenade?
- Yes, it ‘s the chief attractive force of the promenade to tourers and clients.
4- Customer five-spot: a immature adult male
Where are you from?
How long have you been populating here?
- For three old ages now
Do you like wafi promenade?
- Yes I do, the eating houses are truly nice here, particularly elements.
And the shopping portion?
- Honestly, I do n’t shop here a batch, it ‘s above the budget.
Do you like the design of the promenade? Is it attractive?
- Yes I like the design, but I do n’t cognize if it attracts people.
Do n’t you believe it attracts tourers?
- Yes it might, but it ‘s non like when you visit the existent pyramid.
And what do you believe about Khan Murjan?
- I like that portion more, because it ‘s a bit more reliable, you truly experience like you are in a Bazaar when walking in it and particularly the eating house that satisfies tonss of gustatory sensations.
Do you believe this promenade is safe? Even though you do n’t see a batch of guards?
- Yes I think Dubai is all safe, plus you ne’er know who is a guard and who is non
5- Fifth: two local work forces, proprietors of Rose Caf & A ; eacute ; , new subdivision.
Do you believe this promenade is successful?
- It ‘s the most successful promenade in Dubai.
And why do you believe so?
- Because it has assortment of trade names and they are alone. Additionally, it attracts particular sort of people, that ‘s why we have chosen our caf & A ; eacute ; to be here.
What types of people you are speaking about?
- Largely locals, people with high fiscal position and places like Sheikhs or business communities.
Do you believe the design of the promenade is successful?
- Yes, I think it ‘s really intelligent.
A alone look, why “ intelligent ” ?
- Because the Egyptian civilisation is alone and therefore this promenade is like its subject, alone, and the people who come here are alone as good.