Reebok
Mirdiff City Centre.
A high-impact sports retail flagship for one of the world's most iconic athletic brands. Reebok at Mirdiff City Centre features full-height LED digital columns, an illuminated fascia, ceiling lightbox panels, a neon Vector logo wall and a bespoke mesh cash desk — a store that demands attention.
← All ProjectsEnergy. Performance. The Vector, in neon.
Reebok is one of the world's most recognised sports and lifestyle brands — synonymous with athletic performance and cultural style since 1958. When they needed a flagship fit-out at Mirdiff City Centre, Davies Group UAE delivered a store that makes an immediate impact from the moment shoppers see it on the concourse.
The defining feature is the pair of full-height LED digital display columns flanking the entrance — tower-scale screens running dynamic content that draw attention from across the mall. The illuminated fascia carries the Reebok wordmark in large-scale channel lettering, while inside a grid of ceiling lightbox panels creates a bright, energised retail atmosphere.
The interior's signature moment is the rear Vector logo neon wall — the iconic Reebok delta in large-scale neon tubing against a dark mesh background. The bespoke cash desk with mesh-panel fascia and backlit branding completes an interior that is bold, consistent and completely on-brand. Every element was designed and fabricated by Davies Group UAE.
The finished space.
