What will the future of physical retail look like? This question and more (inspired by a pandemic-induced overhaul of how we shop, no doubt), has led to the emergence of forward-thinking initiatives such as the Middle East’s new mobile luxury boutique, The Runway On Wheels (TROW). The concept is simple: a giant coach, decked out in high-spec branded fixtures and furnishings and, of course, the latest collections by its current collaborator, drives to your door to offer a direct-to-consumer shopping experience. No commute, no queues, no fuss.
For its launch, TROW has joined forces with Manolo Blahnik, transforming the interior of the trailer into a visual ode to one of the designer’s statement boutiques, complete with handcrafted German leather and Blahnik’s infamous sketches.
“Adapting to the post-Covid retail landscape takes a lot of experimentation,” says Samara Punjabi, CEO of Times Square, Manolo Blahnik Middle East. “I feel like this collaboration will be a game changer. The Runway On Wheels concept will upgrade and elevate the customer experience to a whole new level of bespoke service and it may well entice other luxury brands to transform their own retail experiences. We have a lot of clients who live in other parts of the UAE who would be delighted to be able to shop their favorite luxury brands from literally, outside their homes.”
Regular sanitization of the bus occurs after each home visit and there’s a limit to five shoppers at a time, ensuring all safety measures are in place and the personal experience remains, well, personal. “This collaboration is unique and will change the shopping landscape to a whole new individualized experience,” says Punjabi. “TROW concept is creative and we at Manolo Blahnik are thrilled to be the first brand to collaborate with them.”
The Runway On Wheels launches on March 20 for a seasonal collaboration with Manolo Blahnik. To pre-book, simply head to their Instagram @therunwayonwheels