Pop-Up Mall of the Emirates Dubai

Piaget commissioned Venue to design and develop the luxury maisons global pop-up concept 2023, a space that could effortlessly feature their latest communication campaign ‚Piaget Society'.

The new pop-up first went live in the end of October in Dubai, at the Mall of the Emirates, where customers were invited to discover the Possession collection. The space was developed around circular elements, to put emphasis on the collections claim “Turn life on”. The central piece of the pop-up is an experience cabinet – a multi-dimension mirrored room with 360° projections created in cooperation with @urbanscreen_studio. Based on the principle of a kaleidoscope, it leveraged an immersive experience for the visitors, offering insight into the collection, its materials and its artisanal making.


↗ Creative concept, pop-up architecture, prototyping of furniture, production