THE One's annual kick off held in Dubai

Aspiring to be THE No. 1 in Service in the world of retail, THE One's theme for this year's Kick Off was aptly 'Service with Heart'.

At a jam-packed event designed to align the company, CEO (Chief Emotional Officer) Thomas Lundgren unveiled his 'top secret' plans for an exciting new concept that is set to take THE One somewhere retail has never gone before.

This new extravaganza is due to hit the stage next year and Dubai shoppers will be the first to experience the show.

Not one to do anything in half measures, the iconoclastic entrepreneur shared moving stories and videos of his recent trip to the Pimbiniet community in Kenya, where he kicked off the inaugural project of THE Power of One - the company's Sustainable Village Community programme.

Thomas went on to encourage his Tribe to engage customers' senses at every opportunity and become brand ambassadors through living THE One's Core Values - LIVE, DARE, BELIEVE and LOVE.

He also emphasised the importance of listening with your heart, selling feelings and making a meaningful difference in the world and our communities: "We must make the world a better place. Use the opportunity you have with us to make a real difference. And remember, it starts with YOU."

But, as one would expect from the Recommended Employer for 2007 (IIR Middle East Business Achievement Awards), it wasn't all work and no play! Thomas treated his Tribe to a 'rocktastic' evening with ZU2 - Europe's most authentic U2 tribute band - in addition to daily entertainment by Canadian duo Keith and Renee whom he had met on his Kenya trip.

Dubai Drums also made a welcome return this year and had THE budding musos boisterously beating and shaking various percussion instruments in gloriously synchronised chaos!

After a whirlwind of 'Thomasology' presentations, brain analysis rules and storytelling, 'THE One rockers' donned their glad rags, but with a twist of course, to celebrate each other's successes and achievements during the 2008 TOSCAR (THE One Store and Company Achievement Rewards) closing ceremony.