CHALHOUB GROUP

Experiential Retail & Brand Activation

Chalhoub Group’s dual-format activation was a rich tapestry of fragrance, culture, and hospitality. At La Perle, an immersive pop-up experience showcased the essence of Middle Eastern perfumery through the launch of three powerful brands: Yeda, Ghawali, and Heza. The setting, layered with scent storytelling, textured surfaces, and ambient lighting, transported guests into a curated journey of aromatic heritage. This was not a standard display; it was an invitation to explore the region's perfumery tradition in a space that felt sacred, elevated, and contemporary. Following the retail experience, Chalhoub hosted a remarkable Suhur event at Ninive Beach. Here, under a starlit Arabian sky, elite guests were treated to a sensorial brand immersion over fine food and fragrance exploration. The unveiling of Yeda was choreographed with storytelling, cuisine, and cultural finesse. Together, these two moments solidified Chalhoub’s leadership in culturally embedded luxury brand launches, setting a new standard for experiential marketing in the Gulf.

Name:
Chalhoub
Services:
Experiential Retail & Brand Activation
Locations:
La Perle – Dubai, UAE

Overview:

Chalhoub Group invited guests to explore the soul of Middle Eastern perfumery through a beautifully orchestrated pop-up experience and a luxurious cultural event.

▾ La Perle Pop-Up

  • The elegant pop-up at La Perle offered a sensory immersion into Chalhoub’s exclusive fragrance lines: Yeda, Ghawali, and Heza.
  • Through intentional design, curated scent journeys, and aromatic storytelling, the space evoked deep cultural resonance.
  • The design language celebrated regional heritage while upholding the luxurious identity of each brand.

▾ Suhur at Ninive Beach

  • An unforgettable evening under the stars, Chalhoub’s Suhur event blended cultural tradition with modern luxury.
  • The launch of Yeda was showcased through atmospheric lighting, fine Arabian cuisine, and interactive fragrance moments.
  • Surrounded by Dubai’s elite, the event created a sense of exclusivity and cultural pride.

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Overview:

  • Elevated Chalhoub’s presence in the niche luxury fragrance market
  • Deepened regional engagement through culturally rich activations
  • Strengthened brand awareness for Yeda, Ghawali, and Heza
  • Delivered a dual-format sensory journey (retail + social experience) that captured both customer interest and media attention

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