Brand activation and shopper marketing agency, Geometry has a new home in Dubai — ‘Loft 36’. The Dubai creative hub aims to maneuver itself up the omnichannel world and elevate brand experiences, signaling another milestone in the growth and evolution of the agency since its February 2018 rebrand.
Under one roof, the new dynamic office space is powered by data-driven research and shopper journey mapping, alongside a Geometry-built collaborative and interactive operating system for planning and ideation. The office also includes a purpose-built retail space for testing and fine-tuning of the agency’s creations.
According to agency officials, the launch of ‘Loft 36’ marks the literal and figurative ascendancy to the ‘Next Level’ for Geometry, providing a space for the agency and its clients to collaborate on identifying and enhancing the pivotal moments that influence customer behavior.
“What we offer here in-terms of technology and facilities are at the forefront of MENA’s changing retail landscape. We see this new space paving the way for brands to be more effective in the way they conceptualize, test and deliver purchase journeys, which is ultimately positive for the consumer. They gain a more rewarding and enjoyable customer experience with the brands they interact with every single day,” commented Nick Walsh, Managing Director, Geometry MENA.
Creative pathways, genuine engagement and replicated consumer experiences are important elements of two core facets of the new space: The Experience Room and The Geomart.
Initial research into profiling of regional consumption trends and consumer intent takes place within the Experience Room. As a virtual interactive bubble, the Experience Room facilitates agency and client collaborations.
Complementing the Experience Room is The Geomart – a first of its kind shopper experience testbed in MENA. Modeled on a small grocery store, The Geomart is real life in a lab, where sensors record anonymously the attention, actions and choices of a purchaser’s behavior. By studying this recorded behavioral data, Geometry tests reactions and interactions to brands, fine tuning the purchase decision journey they create for customers by simulating the environment they purchase products in. Onsite instant analytics allow Geometry to tailor-make solutions to shape customer behavior for their clients. The agency has also provided a platform for a number of budding shopper-technology startups to continuously curate the Experience Room and The Geomart, therefore enhancing customer and brand engagement.
“12 years ago we identified the opportunity to introduce a specialist network brand activation agency to the market, which has now developed into a world class agency with remarkable achievements. We are proud to showcase the ‘Next Level’ of Geometry, a place where we master our craft and prepare for bigger challenges. An agency that converts by creating experiences for the moments that matter,” commented Edmond Moutran, Chairman, Geometry.