[PARTNER CONTENT] In part one of this new and exclusive video insights series produced by TRBusiness in partnership with Qatar Duty Free (QDF), the retailer’s Senior Vice President, Thabet Musleh, shares his views on bringing stand-out partnerships to life.

“We’re very proud to be disrupting the industry and to deliver amazing experiences for brand partners and customers day in, day out,” said Musleh.

When seeking suitable collaborators, QDF looks for those who have the vision to work hand-in-hand to elevate the brand experience for the customer.

As Thabet stressed: “Long gone are the days of just placing stock on the shelves and selling it. We have to look at how do we ‘wow’ our guests, how do we amaze them, and how do we entice them to buy and ultimately live the experience.”

In this video interview, Thabet also described the importance of the human touch. Above all, he said, finding success in delivering concepts requires a hefty amount of bravery.

As QDF strives to continue to elevate, Musleh also hints at what’s to come in the future. We hope you enjoy the video.

QDF has been making headlines with its roster of high-profile retail and food and beverage partnerships that burst onto the scene this year.

In summer, a stand-alone Dolce & Gabbana store opened in the prestigious Viale del Lusso area of the South Node of Hamad International Airport (HIA), in a move that’s turning the heads of Gen Z consumers.

Furthermore, to coincide with World Chocolate Day on 7 July, QDF teamed up with Italian gourmet chocolate brand Venchi to execute an airport-wide campaign at HIA encompassing digital, social and product promotions, which led to a sales surge of an incredible 633% week-on-week over a three-day period.

In other news, a luxurious 60sq m Coach boutique opened in Concourse A in June, following a series of refurbishments.

It followed the hotly anticipated grand opening of the Louis Vuitton Lounge by Yannick Alléno on 22 May, situated on the upper level of Louis Vuitton’s striking boutique within the resplendent Orchard indoor tropical garden at HIA’s newly expanded terminal.

Stay close to TRBusiness.com for more episodes in The QDF Way video series. #TheQDFWay

READ MORE: Qatar Duty Free opens Dolce & Gabbana boutique at Hamad International

READ MORE: Qatar Duty Free pushes 633% growth for Venchi at Hamad

READ MORE: Qatar Duty Free crowns Louis Vuitton Lounge by Yannick Alléno at HIA

READ MORE: Coach makes its presence felt with new boutique concept at HIA Concourse A