As Marina Mall Abu Dhabi continues its evolution as one of the UAE’s premier luxury shopping and lifestyle destinations, it has entered into a strategic partnership with Hypermedia, a subsidiary of W Group Holding and the UAE’s leading smart Digital Out-of-Home (DOOH) and Retail Media company, to design, develop, manage and commercialise its intelligent retail media ecosystem for eight years.

Strategically located on Abu Dhabi’s iconic Corniche and surrounded by world-renowned landmarks including Emirates Palace Mandarin Oriental, Etihad Towers and Qasr Al Watan, Marina Mall has established itself as one of the capital’s most prestigious destinations. Home to an exceptional collection of internationally renowned luxury brands, premium dining experiences and curated lifestyle offerings, the mall continues to redefine luxury retail while strengthening Abu Dhabi’s position as a global destination for shopping, tourism and hospitality.

Reflecting this continued evolution, Hypermedia will introduce a curated portfolio of premium indoor and outdoor media assets, featuring landmark large-format displays, intelligent retail media formats and strategically positioned digital inventory. Spanning every key customer touchpoint across the destination, the ecosystem will seamlessly integrate into Marina Mall’s architecture and visitor journey, creating one of Abu Dhabi’s most sophisticated retail media environments and enabling brands to connect with audiences through relevant, measurable and contextually meaningful experiences.

Mr. Simon El Khoury, General Manager of Marina Mall, said, “Marina Mall has always been committed to delivering exceptional experiences that reflect Abu Dhabi’s ambition as a world-class retail and lifestyle destination. This partnership represents an important step in further elevating the Marina Mall luxury experience, where innovation and technology complement our premium retail, dining and lifestyle offering. As we continue to evolve, we wanted a collaborator capable of delivering more than media infrastructure, one that shares our vision for innovation, enhances the customer journey and creates greater value for our retailers and brand partners. Hypermedia’s expertise in intelligent retail media and audience-driven technology makes them the ideal partner to bring that vision to life.

Building on its experience across some of the UAE’s most iconic destinations, Hypermedia will integrate AI-powered audience intelligence, real-time content delivery and advanced programmatic Digital Out-of-Home (pDOOH) capabilities to create a smarter, more engaging and measurable communication platform for retailers, brands and visitors alike.

More than a media network, the intelligent retail media ecosystem has been designed as a natural extension of Marina Mall, enhancing the customer journey while preserving the destination’s elegance, architectural character and luxury identity.

Philip Matta, CEO of Hypermedia, said, “Luxury destinations are no longer defined solely by the brands they attract, but by the experiences they create. Marina Mall is one of Abu Dhabi’s most iconic destinations, and our ambition is to deliver an intelligent retail media ecosystem that enhances every stage of the visitor journey while enabling brands to connect with audiences through relevant, measurable and impactful experiences. Together, we are setting a new benchmark for destination-led retail media in the region.”

The intelligent retail media ecosystem will combine AI-driven audience insights, dynamic content delivery and advanced programmatic capabilities to deliver more personalised, contextually relevant and measurable communication. By seamlessly integrating technology into the physical environment, Marina Mall will offer retailers and international brands a future-ready platform that strengthens customer engagement, unlocks new commercial opportunities and delivers measurable business outcomes.

The partnership marks another milestone in Marina Mall’s long-term vision to elevate its retail, dining and lifestyle offering while reinforcing Abu Dhabi’s position as one of the world’s leading destinations for luxury retail, hospitality and tourism.