INSIDE THE CENTRAL HUB STAGE

Walk into the AlphaTheta Premium Store at The B1 Mall these days and the first thing that hits you isn't the gear wall — it's the sound. The Central Hub Stage, a purpose-built performance space set into the heart of the store, has turned a retail floor in Al Barsha into a regular stop on the UAE's gear-and-culture circuit, and The Saturday Nights at the Central Hub every Saturday showed exactly how far the concept has come.

The Central Hub hosted numerous sets across the month, running from 10am to 10pm, with artists like Vinit Dave, Prince Tago, AK Musiq and many other DJs behind AlphaTheta's own gear — the same CDJs and mixers that are sitting just a few meters away on display in the Store. The sound from the stage had already carried past the shopfront and into the mall corridor turning heads throughout B1 Mall.

Around the Central Hub, the Private DJ Booth kept the floor busy from open to close:

• AlphaTheta’s The Booth — A private DJ Booth where DJ’s can record their sets with the CDJ-3000x and DJM-A9 mixer, while the staff is walking people through setups in real time.
• Private Booth Bookings — While the Central Hub is mostly booked with upcoming and emerging DJ’s, several other artists book The Booth to record their sets.
• Emerging DJ’s: In the upcoming weeks, AlphaTheta Store will be featuring artists like DJ moNsta, San Jerome and DJ Aira Edward at the Central Hub for The Saturday Nights.

AlphaTheta’s mission is “One Through Music”.

A dedicated stage inside a retail store is still a rare move in the region, and it signals AlphaTheta is treating its B1 Mall flagship as a community space first, showroom second — a model worth watching as more stores across the region look to add their own live programming.

The Central Hub Stage is a permanent feature of the AlphaTheta Store, B1 Mall, Al Barsha 1, Dubai. Follow @alphathetastoreuae for more updates.