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The Grove Mall
Overview
The Grove is Aldar’s flagship retail and lifestyle precinct on Saadiyat Island, designed to blend high-end shopping, dining, and leisure with world-class architecture and public realm. As a destination still under construction, Aldar needed a way to bring the full vision to life—digitally.
IMMERSIV was engaged to deliver a comprehensive virtual experience of the entire precinct, enabling retail leasing, internal design alignment, and external stakeholder engagement, all before doors opened to the public.
The Challenge
Complex, multi-zone environment: The Grove precinct includes a mix of indoor mall spaces, open-air boulevards, landscaped courtyards, parking, and interconnected retail units. Communicating this mix clearly to prospective tenants and partners was essential.
Pre-leasing activation: The leasing team needed to showcase not just vacant units, but the full atmosphere of the precinct—streetscapes, signage, pedestrian flow, and the overall experience.
Design cohesion: With a landmark architectural design and premium materiality, it was important to ensure all stakeholders—internal and external—understood the spatial and aesthetic intent in detail.
Asset reuse across marketing and leasing: Aldar required assets that could perform across presentations, events, online showcases, and direct tenant engagements.
What was delivered
A real-time, walkable digital model of the entire development, including indoor mall, external streetscape, public spaces, terraces, and car parking zones
Custom interactive experience focused on showcasing available tenancies, sightlines, foot traffic logic, and unit positioning
High-end flythroughs showing the energy of the precinct, transitions between zones, and key views
An immersive digital presentation layer integrating renders, virtual tours, precinct maps, and unit selection
Detailed 3D models of internal mall spaces, corridor finishes, materials, lighting and ambience
How it added value
Provided an instantly explorable precinct overview, from ground level to interiors, enabling internal and external users to “experience the vision” ahead of physical completion
Allowed leasing team to guide prospective tenants through available spaces, highlight key zones, and simulate signage and branding fit-outs
Used for investor and stakeholder presentations, events and campaign rollouts; conveyed the aspirational feel of the development
Made leasing presentations more consistent, engaging, and persuasive—both online and in person
Helped align all teams (architecture, leasing, operations) around the same visual and design expectations
Results & Benefits
- Accelerated pre-leasing: Immersive presentations helped Aldar’s leasing team secure early tenant interest by showcasing not just space, but experience—leading to faster conversations and commitments.
- Design alignment across teams: The digital twin became a central reference point across architecture, operations, and brand teams, reducing the need for rework or misaligned expectations.
- Stakeholder engagement: High-quality visualisations were used for internal board approvals, external investor presentations, and urban planning reviews, ensuring clearer communication.
- Versatile asset use: IMMERSIV’s assets supported leasing, events, and marketing simultaneously, offering long-term utility beyond the initial launch window.
- Premium brand alignment: The quality of the digital experience matched Aldar’s premium brand positioning and created excitement around the project during a critical activation phase.
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