REFY marks its Middle East arrival with a full window takeover at Sephora Dubai Mall, transforming one of the world’s busiest beauty locations into a bold, three-dimensional brand statement. Split into layered storefronts and animated scenes, the installation spotlights hero products while reinforcing REFY’s “simplifying beauty” ethos. It’s a powerful example of how digital-first brands are using high-impact retail as content, turning windows into social assets and discovery

Schiaparelli brings its surrealist Parisian world to Dubai Mall with a gilded pop-up that transforms retail into theatre. The gold, sculptural space showcases ready-to-wear, leather goods and iconic accessories in a setting inspired by Place Vendôme. Blending craftsmanship, fantasy and bold spatial design, it offers an immersive brand experience that reflects the future of luxury: narrative-led, emotionally resonant and architecturally striking.

Acqua di Parma’s Caffettino at Bloomingdale’s Dubai is a masterclass in immersive brand storytelling. Designed by Dorothée Meilichzon, the pop-up blends Italian heritage with Dubai’s cultural textures, vibrant citrus hues, Colonia bottle canopies, and Mediterranean warmth. Guests savour espresso, gelato, and mocktails while exploring the Maison’s fragrances, making it a sensory celebration of Arte di Vivere.

SDD42_02: Prada Shine Pop-Up Store, Fashion Catwalk The Dubai Mall.

SDD17_05: Jacquemus “Le Raphia” SS23 Collection Pop-Up Installation, Level Shoes The Dubai Mall.