Case study · Dubai, UAE · 2025

Readles

Immersive storytelling inside Dubai Mall

Readles is an immersive storytelling and AR museum launching inside Dubai Mall, one of the world's most visited retail destinations and one of its most competitive entertainment environments.

Landerlander and UNMUTE, a cultural growth agency, delivered audience research, personae mapping and brand positioning through a Heroika workshop.

A broad marketing brief turned into one clear narrative. Two interlocking strategies. A year-long phased roadmap.
Readles museum interior
Readles museum experience
Approach

A Landerlander × UNMUTE collaboration

Audience research, personae mapping, then brand positioning and identity delivered together through a Heroika workshop.

Landerlander — Comms
  • Communications strategy and a five-phase launch plan, spanning soft launch through sustained growth and membership drive
  • Campaign concepts for each launch phase, ready for activation on day one
UNMUTE — Digital
  • Digital strategy and plan: defined KPIs, paid-media roadmap and platform priorities
Readles Heroika workshop board
Heroika workshop board
Readles persona document
Audience research & personae document
Results

A client-ready Heroika playbook

A broad marketing brief turned into one clear narrative: two interlocking strategies and a year-long phased roadmap from soft launch through membership drive, with campaign concepts at every stage.

2
Interlocking strategies
Communications · Digital
1 year
Phased roadmap
Soft launch through membership drive — with campaign concepts at every stage
Day 1
Ready to activate
Campaign concepts delivered before a single visitor walked through the door
Get in touch

Let's have a chat.

We'd love to hear about your place and explore how we can make it irresistible.

Anastasia Lander
+44 7957 114873
anastasia@landerlander.com
Victor Lander
+44 7957 114963
victor@landerlander.com
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Strand, London WC2R 1LA