SHEIN held a week-long pop-up shopping event at Bluewaters, in partnership with DSF
SHEIN, in partnership with Dubai Shopping Festival, unveiled YOUTOPIA, Express Your Wonderful last week, the first VIP physical brand experience in the region, a one-stop shop that had it all.
The pop-up at Bluewaters showcased some of the brand’s collections for all the fashionista and beauty lovers: SHEIN X (its collaboration with emerging designers), MOTF (SHEIN’s premium collection) and Sheglam (the company’s beauty collection).
A physical shopping event is something new for the predominantly virtual retailer. Visitors had the chance to immerse themselves in the world of SHEIN and experience a journey of self-expression through a series of fun spaces and activations, with beauty workshops, fashion trunk shows and a live DJ that were just some of the treats on offer.
Guests were also able to participate in a 2 minute survey to receive an exclusive SHEIN’s canvas tote bag.
The booth included four creative sections, named Shop Your Wonderful, Beautify Your Wonderful, Create Your Wonderful, and Connect Your Wonderful.
At the SHOP YOUR WONDERFUL activation, visitors had the chance to discover SHEIN’s exclusive regional collection, with designs highlighting the iconic landscapes of Dubai and renowned attractions.
At the BEAUTIFY YOUR WONDERFUL space, you could experience SHEIN’s beauty collection through an achingly cool AR experience.
The booth showcased some of the latest Sheglam beauty products, so that customers could appreciate the quality and texture, but purchases were kept digital through a QR code.
CREATE YOUR WONDERFUL was the perfect moment for being a fashion designer, creating your own personalized MOTF t-shirt.
Lastly, CONNECT YOUR WONDERFUL featured an Instagrammable phone booth to hear the interesting stories of SHEIN X fashion emerging designers.
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