New Delhi: Delhi’s vibrant social address and landmark for shopping, dining & culture, DLF Avenue has been conferred with the Brand Transformation of the Year- India award in the Projects category of the recently concluded Retail Asia Awards 2021. The 16th edition of Retail Asia Awards acknowledged the most cutting-edge products, services, and initiatives, and their impact on the retail industry despite a challenging environment.
‘DLF Avenue’ is the first of its kind concept where the retail and pulsating food and beverage scenes are cleverly bridged. The awards were judged by a panel of eminent jury members from the industry consisting of Anson Bailey, Head of Technology, Media & Telecoms, Hong Kong and Head of Consumer & Retail ASPAC, KPMG; Olivier Gergele, EY Asean Consumer Products and Retail Leader, EY; Tian Bing Zhang, Asia Pacific Consumer Products and Retail Sector Leader, Deloitte; Uthaya C Ponnusamy Partner, F&B, Retail, and Consumer Products, RSM Singapore; and Michael Cheng Asia Pacific, Mainland China, and Hong Kong Consumer Markets Leader, PwC.
Acknowledging the award, Pushpa Bector, Executive Director, DLF Retail said, “We are delighted to be recognized for curating a first-of-its-kind social and retail space with taste and discernment in the capital. Our focus on continuous innovation has ensured that DLF properties are able to stand out as a unique entity on account of the differentiated consumer experiences that we offer and deliver. With DLF Avenue, we aim at ‘unmalling’ the quintessential mall experience that values quality over quantity. It is not just a brick and mortar structure but a concept that contributes to the flourishing growth of the bustling metropolis that Delhi is today. The focus is on offering the integrated experience of Shopping, Dining, and Culture, making it a destination to be in for Millennials and the discerning South Delhi consumers. This has been possible because of the trust and confidence of our partner brands, both domestic and international, which often make DLF properties their first port of call.”
Acknowledging the award, Muckth Dograa, Centre Head, DLF Avenue, said, “We are delighted to receive this recognition for creating a unique concept for our shoppers. We will continue to provide unparalleled experiences when it comes to fashion, food, and entertainment to our new-age audiences. With DLF Avenue, we are confident that we will further take consumer retail experience several notches higher with distinct offerings that will delight our shoppers.”
Offering many firsts in its category and enhancing the customer shopping experience, the all-new DLF Avenue has curated a millennial-oriented retail mix by housing the best in-line brands with international names such as Uniqlo and Marks & Spencer having their flagship store to millennial-oriented brands such as Under Armour, Go Sports, Superkicks, Nykaa Luxe and more. Reinforcing the Make in India initiative, it has introduced a dedicated floor for ethnic and contemporary modern Indian zones with homegrown labels such as Ritu Kumar, Anokhi, House of Raisons, and more.
DLF Retail for the first time in the country did away from the concept of traditional food courts and established COMMONS at DLF Avenue. It is an entity that is anchored by the most popular restaurants, bars, and cafes like Mai Bao, Fio Pop, Ping’s Café Orient, Café Delhi Heights, The Big Chill, Chili’s, and many more, spread over three floors and has its own exclusive and dedicated drop-off. This curation thrives to give the audience a truly tasteful fulfilling dining experience, making food the new fashion. The dining space is seamlessly separated within the complex with 40% of the total space being committed to F&B, the first time in the capital. The moment one enters the zone, the mood and vibes are transformed reflecting their inherent desire to interact and socialize with each other.
Along with this, COMMONS features one-of-a-kind-space, Social Steps, an “Instagram-worthy” public space, an urban architectural element designed for everyone to sit, unwind, do quick catch-ups, lazy hangouts, or casual meetings. Also, a great platform for diverse artists’ communities to perform.
DLF Avenue has an open culture hub too with lush greenery to host events like live gigs, concerts, live sports, and street food from across the country. Together, making an elevated social experience, where everyone wants to gather and be seen.