Abu Dhabi's $1.2bn Reem Mall makes key digital appointment

Harvard-alumni Milat Sayra Berirmen joins team to make project 'first fully digitally enabled mall in the world'
Abu Dhabi's $1.2bn Reem Mall makes key digital appointment
By Sam Bridge
Fri 03 Aug 2018 10:30 AM

Harvard-alumni Milat Sayra Berirmen has been appointed as digital experience manager for Reem Mall, Abu Dhabi’s upcoming $1.2 billion retail, dining, leisure and entertainment destination.

The move underpins Al Farwaniya Property Developments’ ambition to place the project at the forefront of digital innovation in the retail industry, a statement said.

Berirmen has previously worked for some of the world’s leading business conglomerates such as Godiva, Groupon and Northstar Innovation.

He will be responsible for developing business strategies, assessing and analysing relevant digital technology providers, developing comprehensive ecosystems pertinent to the application of digital technologies and supervising the overall execution of the strategy.

Prior to joining Reem Mall, he was in charge of developing multi-national strategy formulations, creating incubation centres and spearheading the implementation of digital.

Shane Eldstrom, CEO of Al Farwaniya Property Developments said: “Our vision is to be the first fully digitally enabled mall in the world, and Sayra will play a key role in making this happen. He is a highly accomplished and innovative digital thought leader and will be deeply rooted in pulling together pertinent partners from across the globe to take our digital ambitions to the next level.

”For us, digital is all about adopting a forward-looking strategy that involves the emergence of digital products and technologies, helping us embrace customer needs and proactively producing innovative solutions in these dynamic times.”

Construction on Reem Mall began in late 2017 and is anticipated to be complete by late 2020.

The mall will offer 2 million sq ft leasable area comprising of 450 stores, including 85 dining options and a range of entertainment activities such as Snow Park Abu Dhabi, a destination snow park attraction.

Commenting on his recent appointment, Berirmen said: “There are many business pains within retail that can be alleviated by application of technology, from seamless shopping experience to the amalgamation of brick and mortar with e-commerce, there are immense opportunities. It is a thrilling endeavour that Reem Mall will be the foremost entity that will drive the digitalization of shopping malls.”

Reem Mall is being developed by Al Farwaniya Property Developments, a partnership between Agility, Agility affiliate United Projects for Aviation Services (UPAC), and National Real Estate Company (NREC).

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