Discovery Consumer Products has partnered with Emaar Entertainment and Barber Designer to launch a new flagship store in Dubai, United Arab Emirates, at the Dubai Mall, Dubai Aquarium & Underwater Zoo.

The new store has been developed as an “underwater” aquarium store and will be suspended over a digital aquarium that was created using LG LED screens and footage of marine life.

The store will feature products from Discovery Channel and Animal Planet’s most popular programs and franchises such as “Bear Gyrlls,” “Shark Week” and “Gold Rush.”

The Discovery Channel flagship store is now open.