The Exhibition Hall

In the last decades, the increasing presence of brands within department stores has eroded the store's capacity to define its own identity. Department stores have become characterless landlords of a chaotic rabble of brands, canceling each other out through their constant declarations of uniqueness. The Exhibition Hall, a new development within Kuwait City's 360Mall, tries to create a new paradigm that will redefine the relation between department stores and brands by letting them participate in an explicit cultural concept.