Confetti Dome at Dubai Festival City Mall | Event Rentals Dubai | Electra

Mall Activations to Maximise Brand Impact During the Dubai Summer Surprises 2019

Dubai is a shopper’s paradise. Every year as the summer temperatures soar and the kids finish for vacation, families escape the scorching heat in Dubai’s malls and entertainment zones. Since 1998, Dubai has organised a “Summer Surprises” Festival to promote the Emirate as the top family friendly vacation destination. Running for around six years, the 2019 edition, scheduled from 21st June-3rd August, is one of the highlights of Dubai’s busy retail calendar. Activities include product launches, mega sales and shop-and-win promotions.

Dubai Summer Surprises (DSS) is an unmissable opportunity for brands to increase sales because the annual event provides high media coverage and promotion before, during and after.

Marcade VCA Popup Dubai

Engage, Captivate & Stimulate: High Impact Mall Activation Solutions

Mall activation creates striking impressions. Using customised booths, display stands, pop-up stores and podiums, you break out the walls of the conventional retail space to surprise and delight visitors.

IWC Mall Activation in Abu Dhabi

But don’t just limit your use of mall activation to DSS. Mall promotions are one of the most affordable marketing solutions. The fact that they are temporary set-ups means that brands can be more creative, daring and fun. Pop-ups allow brands to create emotional connections with customers in a deeper way than a magazine layout or an online campaign.

Here are some of the successful mall activations from our past projects:

Sparkle & Shine: Dubai Festival City Mall

For the 2017 edition of DSS, we constructed the world’s largest confetti dome at DFC bringing a new creative vision to mall activations. The dome’s goal was to promote sales and shopping promotions in the mall. The transparent dome allowed shoppers to see the fun inside. Children were encouraged to play with the colourful confetti. Prizes, including cinema tickets were awarded to the best selfies taken inside the dome and posted to #CelebrationEverywhere.

Confetti Dome - Mall Activations

Hermesistible: The Selection of Emotions – Hermes Pop Up at Dubai Mall

To promote Hermes’ latest collection of fashion jewellery accessories, we set up a striking modern booth at Dubai Mall. The burnt orange display cases using Hermes iconic brand colours were accented with delicate white jewellery stands upon which hung a small assortment of pieces easily accessible to shoppers. A short walkway covered with circular arches evoked the shapes and colours of the collection, especially the trending cuffs. This all increased the intensity of the experience. Shoppers were encouraged to try on the pieces as well as to comment on Twitter using #Hermesistible.

Mall Activation - Hermes Pop Up at Dubai Mall

Signed, Sealed & Delivered: The Highest Quality & Most Cost-Effective Mall Activation Solutions

Successful mall activations focus on what makes a brand special, creatively displaying and demonstrating the brand’s qualities and values, while also presenting new products or offerings in new and exciting ways.

The key to creating an impactful mall activation is to work with experienced partners who can help bring your design to life while delivering a top-notch experience at all levels. Of paramount importance is the physical set-up of the installation itself, including, location, and build. Attention to detail, high quality finishing and seamless integration of display units or elements with experiences are vital.

Thinking of mall activation? Let us help.


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