Aberlado @ Apparel

In the heart of the festive buzz Dune London unveiled its Holiday Edit Preview hosted by Apparel Group at The Dubai Mall, showcasing the brand’s latest collection of shoes and accessories. Known globally for its fashion forward sensibility and timeless design, Dune London created a space that felt equal parts style showcase and elegant celebration. The event brought together Dubai’s most fashion savvy personalities for a carefully curated preview and we were proud to provide the entertainment and technical finesse that helped bring the brand’s holiday vision to life.

Held within one of the most iconic shopping destinations in the world, the event needed to reflect not only Dune London’s brand identity but also the cultural and aesthetic values of the region. 

We were briefed to provide a Gatsby inspired entertainment to reflect the classic nature of the brand while still remaining fun, capturing attention & bringing the concept 'into the now'. All performers would be dressed in the latest Dune London classic footwear. Performances would highlight the shoes as a focus and demonstrate that not only do they typify affordable luxury, but even of the shelf they're comfortable enough to dance in!

Dancers performed refined choreography tailored specifically for the event’s location within The Dubai Mall. The soundtrack featured modern classics of electro swing gatsby inspired versions of popular & contemporary hits. The costuming and movement was designed to remain appropriate for a public space while enhancing the atmosphere around the product displays.

A roaming saxophonist performed throughout the evening offering modern yet jazzy musical interludes that enhanced the setting without disrupting the flow of the event. Paired with a female DJ playing a well curated selection of hits and fashion forward tracks, the musical elements added presence while maintaining a discreet & sophisticated tone in line with the occasion.

A live calligraphy station offered guests a personalised touch, with initials and bespoke motifs elegantly added to handbags and accessories.

In addition to the entertainment, we provided full audio-visual support, including the setup of speakers, digital & dj mixers, microphones, and all necessary technical infrastructure. For a fashion focused environment maintaining a clean, minimalist aesthetic was essential. We ensured that all equipment was installed with discretion, preserving the visual integrity of the space.

Our team managed the setup and live execution of the event, including support for speeches, key performances, guest arrival, photo sessions and and musical transitions. There were 3 main showings throughout the day. Every element was delivered to high production standards, with attention to detail and an understanding of the brand’s visual and experiential expectations.

The Holiday Edit Preview was a product launch and opportunity for Dune London to connect with the region’s fashion community in a meaningful and well styled setting. From press and influencers to long standing brand followers, the guest list reflected Dubai’s position as a key fashion market & Dune London's fashion forward stature..

We were pleased to contribute to an affordable luxury event that combined fashion presentation with carefully calibrated experience design.

The result was a seamless evening that supported the brand’s values and left a lasting impression on its guests.