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Project Overview
Beeline partnered with Haus+ to bring the "Mall of Fashion" campaign to life at Mall of Egypt, a dynamic, high-footfall retail destination.
The activation transformed the central atrium into a vibrant, immersive fashion zone, creating an interactive and visually striking experience that promotes fashion retail tenants, boosts foot traffic and encourages visitor participation through gamified elements and brand storytelling.
Execution Overview
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Full design and fabrication of the activation area
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Custom-built fashion-themed installations
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Interactive “Spin & Win” prize wheel setup
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Visual merchandising and styling for photo ops
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Lighting & signage integration
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Coordination with mall and brand partners
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End-to-end logistics and on-site supervision
Highlights & Challenges
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360° Brand Experience: Developed a circular installation concept combining mirrors, patterns, and lights to create an eye-catching centerpiece visible from all levels of the mall.
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Gamification Zone: Integrated a branded spin wheel with tiered prize mechanics to boost visitor interaction and dwell time.
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Multi-Brand Exposure: Featured over 20 fashion and lifestyle brands within the activation space — each showcased via styling corners and signage.
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Design Fluidity: Delivered a layout that encouraged free movement, discovery, and content creation, with photogenic backdrops at every turn.
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Retail Integration: Successfully aligned the aesthetic with high-end fashion retail while maintaining a playful, energetic tone to engage all demographics.
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Rapid Turnaround: Designed, fabricated, and launched the full setup within a short lead time to meet seasonal campaign deadlines.