JLC at Dubai Mall, Dubai 2025

As part of Jaeger-LeCoultre’s prestigious Made of Makers program, Electra was entrusted with the execution of a unique artistic activation at Dubai Mall, blending cultural storytelling with the elegance of high watchmaking.

The installation featured “Crescent to Crescent”—a bespoke creation by renowned Emirati designer Khalid Shafar. Inspired by the phases of the moon, the artwork showcases 29 finely crafted crescent forms, each symbolizing a day in the lunar cycle. The piece reflects the deep connection between the measurement of time and the natural rhythm of the cosmos, paying tribute to both heritage and innovation.

Electra brought this vision to life by managing the full production and on-site execution of the pop-up. With attention to detail and a commitment to quality, every element of the space was carefully aligned with the Jaeger-LeCoultre brand and the designer’s intent—delivering an elevated, immersive experience for visitors.

This collaboration stands as a refined expression of artistry, cultural resonance, and technical excellence, demonstrating how meaningful design can create lasting impressions in luxury retail environments.