IT’SUGAR, the US confectionary brand with an attitude, is delighted to announce its debut in the Middle East. The store will be based on the successful IT’SUGAR concept of taking candy and turning it into a wickedly evocative experience, making it an exciting brand addition to the region.

IT’SUGAR will be located in the Mall of the Emirates, Dubai, enjoying a prime site on the first floor, opposite to the Cinestar cinema entrance. The opening is scheduled for October 2011.

Already a huge phenomenon in the United States, with an array of celebrity fans, IT’SUGAR sits at the intersection of attitude and pleasure, offering an array of candy treats and sugar inspired merchandise based around joy, taste, colour and sound.

Visitors to the Dubai store will receive an instant sugar hit, entering through a cutting-edge architecturally designed store frontage into a space that reflects IT’SUGAR’s love of the darker side of candy. The shopping experience will be set against a soundtrack that will make even the most jaded visitors want to get up and dance.

Treats on offer will include a cotton candy stand, a vintage pick n’ mix station selling nostalgia educing sweets such as disco candy, taffy, satellite wafers and candy cigarettes together with IT’SUGAR’s own range of branded confectionary. One of the highlights will be the IT’SUGAR giant gummy bears, including the world’s largest, weighing in at a sizeable 5 pounds, and standing 9 inches tall.

Edible items will be accompanied by a large selection of home, fashion and beauty accessories including tee shirts, stationary, lip balm and vintage lunch boxes.

The launch of the first Middle Eastern site in Dubai will be celebrated with a crazy candy road show in the last two weeks of September, inspired by the fairgrounds of Los Angeles.

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