A futuristic concept store has opened in Mall of the Emirates

NE in Mall of the Emirates cultivates a community for sneakerheads, hypebeasts and streetwear aficionados in Dubai.

Usually reserved for high street brands and high-end fashion, Mall of the Emirates has seen a resurgence in recent months with the introduction of streetwear brands such as Les Benjamins and The Giving Movement. 

Adding to the mix of fashion, footwear and apparel stores is NE in Mall of the Emirates, a futuristic concept store that offers everything from coffee and sneaker cleaning to clothing and jewellery.

Located on the mall’s first floor, NE is the brainchild of 23-year-old entrepreneur Nikita Efremov. Entering the store, customers are met with a sleek white coffee counter on one side (the perfect fuel for a shopping spree) and an impressive collection of KAWS and Bearbrick collectables on the other. Futuristic floor lighting gives the impression of being on a spaceship while leading the way through the colourful clothing racks and glass cabinets chock-full of Supreme merch and glittering statement jewellery from luxury brands like Mozi. If you want to accessorise like your favourite rapper, NE has the chain for you, including diamond-encrusted dollar signs and chunky bracelets.

NE Clean is essential to the boutique experience, offering a premium shoe and bag cleaning laboratory equipped with the finest restoration tools. So, whether your kicks need freshening up, new soles or laces, NE in Mall of the Emirates can repair and restore your favourite footwear to its former glory at very reasonable prices.

The pièce de résistance of this concept store is the sneaker room located at the back of the space. Here, customers can shop for Jordan and Yeezy products, in addition to limited-edition collaboration items from Supreme and Dior.

NE in Mall of the Emirates aims to unite and grow the community of sneakers and fashion-forward individuals in the Middle East. The store opening in Dubai follows the success of NE stores in Moscow and St. Petersburg, but with international expansion on the horizon, we can soon expect to see Nikita Efremov in Riyadh, Doha, Istanbul and Paris. 

GO: Follow @nikitaefremov on Instagram for more information.