Chinese technology company Huawei has opened its first Middle East store at the Dubai Mall.
The store is designed to boost the company’s standing in the region as it competes with Apple and Samsung for a larger share of premium smartphone customers.
Inside, customers will be able to experience Huawei’s products and pre-book them at the same time as they are launched globally in a setting that appears somewhat inspired by Apple’s own retail offering.
This includes the company’s latest device, the Mate 10, which launched in the region this month and will be available for pre-booking from November 13.
Features across the 1,312-square-foot store include a dedicated kids zone with media pads.
The store is expected to be the first of five or more in the UAE and will add to the company’s network of 50 Middle East service centres.
Globally, the company aims to establish a presence in 56,000 retail stores worldwide in partnership with carriers and electronics companies by the end of the year, from 35,000 in 2016.