Driving through the suburbs of Bradford, the sight of towering palm trees is the last thing one would expect in this West Yorkshire city. Yet, that is exactly what greets visitors at the Signature Mall, self-described as the UK's largest South Asian mall. Opened on May 16, it has quickly gained national attention for its Dubai-inspired interiors and luxury aesthetic, as well as its unique position as the only mall of its kind in the country.
Exterior and First Impressions
From the outside, the Signature Mall impresses with bright cream walls and ornate brown latticework covering the windows. The contemporary design feels like something from the Middle East, which is precisely the image it aims for.
Opening Hype and Success
Before its opening, the mall launched an impressive social media campaign, offering sneak previews. One video declared, "Welcome to Dubai," with the caption: "Dubai-style luxury shopping arrives in the UK." Another highlighted design influences from North Africa, the Middle East, and South Asia, including a Moroccan fountain, Indian granite, and Middle Eastern light fittings. The hype worked: during its opening weekend, it welcomed hundreds of visitors from as far as Glasgow, London, Cambridge, and Newcastle. An Eid festival with a large marquee followed, riding the wave of success.
Interview with the General Manager
As the mall enters its second month, I met with general manager Aamir Sohail. He greeted me in the entrance, which feels more like a luxury hotel lobby than a shopping mall, with ornate wooden archways, tall ceilings, and colorful Moroccan-style tiles. A fountain and a silver camel statue, which sometimes goes for walks, add to the ambiance.
"We saw a gap in the market for something of this calibre under one roof," Mr. Sohail said. "We offer womenswear, menswear, jewellery, footwear, fragrance, and a dining concept. The aim was to bring something different."
Retail Offerings
The mall has 27 shops laid out in a quadrant along four avenues. Retailers include multi-designer stores with well-known South Asian brands and standalone shops like Shiffonz, which offers everyday to occasion wear. The only menswear shop, U&A Bespoke Menswear, also has a site in Rochdale, featuring waistcoats, made-to-measure groom sections, and children's jackets. Most shops cater to womenswear, with a footwear shop offering sparkly shoes and handbags. Elysium offers mined and lab-grown diamonds, while Amal Jewellers provides gold jewellery. For smaller budgets, Qazi Jewels specializes in imitation jewellery.
Design and Attention to Detail
The mall's attention to detail is evident: all shop signs follow a dark brown design for a cohesive flow. The Dubai marketing should be taken with a pinch of salt; the design features are subtle nods to the Middle East rather than an overload. The design is based on a traditional Dubai souk, with dark ceilings and wooden archways.
History and Vision
Ideas for the mall were first floated four years ago. Mr. Sohail explained that the owners, Simrans, a wholesale firm, wanted a premium product. "The owners wanted to offer a quality product, which takes time. And we have delivered that. Our aim is to be at the top of the list when people think of Bradford. We want to be a destination for people from across the UK and even Europe."
Community and Employment
Part of the mall's vision was creating a welcoming space for brands during a challenging economic climate. "We wanted to provide something different for retailers as well, a community where they could all work together," Mr. Sohail said. "The climate is tough right now, but being under one roof means they are not burdened with extra costs. We've also boosted employment in the area."
Future Openings
Some shops have yet to open. A major brand, Agha Noor, is due to open on July 1. Work is underway on a bridal studio in Batik's upstairs section.
Food Gallery
The food court, referred to as a food gallery, distances itself from cheap plastic tables. It is bright and airy, with large windows, skylights, and a cream-and-gold palette. Ten food outlets offer cuisines including traditional South Asian (chaat, paratha), Mexican, Turkish, and American. Seats are upholstered in velvet or leather, and a faux cherry blossom tree sits in the center. Diners place orders at stalls and receive buzzers. I sampled chicken and cheese paratha, pineapple and coconut lassi, and lamb curry with naan bread. Even on a Tuesday, the dining area was busy with families and groups.
Mr. Sohail emphasized that the food gallery sets the mall apart. "There's no other place with this variety of South Asian brands and a food gallery. Our opening times set us apart as well. Nowhere else in Yorkshire offers late-night shopping like this; we're open until 10pm, and the food court until 11pm on weekends."
Welcoming All Communities
The team hopes the food court will attract customers from other communities. "We're not limited to the Asian community; we welcome all communities from around the UK who want to visit with their families and enjoy the food and retail aspects."
Future Plans
Future plans include opening a children's play area to become a day-out destination. "Our future plans include bringing even more brands and building a kids play area so that people can come here for a family day out. Going forward, we want to maintain the high standards we've set out so far and ensure people want to visit again and again."
