Pope Wainwright have both designed and overseen the first agnostic BlackBerry Flagship Store to hit the Middle East as a collaboration between BlackBerry and mobile distributor Axiom. The store opened in June 2013 at The Dubai Mall and became the platform for the Global launch of the BlackBerry Q5. Pope Wainwright have also been working in conjunction with BlackBerry to develop the ID for the Q5 as part of the expanding BlackBerry portfolio.

The Flagship marks a significant move for BlackBerry retail with the store expecting its share of the 37 million visitors per year to The Dubai Mall. The interior design of the store steps away from the traditional technology environment and provides a premium fashion style with emphasis on strengthening BlackBerry as an inspirational lifestyle brand.

There is a lounge style seating area to encourage a relaxed demo experience where customers can wait to be served whilst exploring the latest BlackBerry devices. The two focal display units split the BlackBerry story into key software and hardware stories with each allowing the customers to gain a clearer insight into software advantages and hardware comparison.