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Project Overview
Beeline partnered with Haus+ in Cairo Festival City Mall to create a vibrant and immersive summer-themed activation under the concept “Summer in the City”. This bold and colorful experience transformed key areas of the mall into dynamic installations, encouraging interaction, photo moments, and joyful engagement.
Execution Overview
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Concept development & creative direction
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Full 3D design and production execution
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Custom-built experiential stations across indoor & outdoor zones
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Branded environmental storytelling (entrance arch, photo ops, activity zones)
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Design, fabrication, and setup of all structures
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On-ground supervision and logistical management
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Directional signage and informative display units
Highlights & Challenges
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Immersive Desert Vibes: We brought a modern, stylized desert feel to the mall through giant cactus installations, wave-shaped dividers, and abstract architectural frames in bright colors.
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Interactive Touchpoints: From the playful cactus foosball setup to the flip-tile “Memory Wave,” guests were encouraged to engage, play, and share their moments.
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Seamless Indoor/Outdoor Integration: The design extended seamlessly across different areas — from indoor experiential corners to an outdoor hero structure built to withstand the elements.
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Photo Moments at Every Turn: Iconic shapes, bold lighting, and archway entrances invited visitors to capture and share the experience, driving organic content.
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Family-Friendly & Accessible: The entire activation was designed with families in mind — safe, visually rich, and accessible to guests of all ages.