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Home | Our work | Tirtir: Elevating K-Beauty visibility with an immersive Dubai pop-up

Tirtir

Namshi x Tirtir, a strategic partnership between a leading UAE e-retailer and a rising Korean beauty brand, aimed to spotlight K-beauty in Dubai Mall and accelerate regional awareness. To support this ambition, the brand partnered with the agency to create a high-impact, identity-led pop-up experience.
Industry
Beauty
Business line
Kreative Leistung
Practice
Activation
Case study
Tirtir

Namshi x Tirtir, a strategic partnership between a leading UAE e-retailer and a rising Korean beauty brand, aimed to spotlight K-beauty in Dubai Mall and accelerate regional awareness. To support this ambition, the brand partnered with the agency to create a high-impact, identity-led pop-up experience.

Context

Operating in a hyper-competitive beauty landscape where K-Beauty is rapidly gaining traction but still fighting for mainstream awareness, the brand needed to stand out in one of the world’s busiest retail destinations. Against this backdrop, a Dubai Mall pop-up offered prime visibility but came with a tight timeline and complex end-to-end coordination, making it urgent to create an instantly recognisable presence that could convert heavy footfall into meaningful engagement.

Our Ambition

We set out to elevate Namshi x TIRTIR as the go-to K-Beauty destination in the UAE by creating a bold, immersive brand presence that maximised visibility and delivered a memorable, experience-led journey for Dubai Mall shoppers.

Our approach

  • Designed “The Cushion Club” retail concept, mapping a seamless customer journey across sales, skincare, engraving and interactive zones.  
  • Developed detailed 3D layouts, furniture specifications and brand visuals to ensure a strong, coherent K‑Beauty identity.  
  • Produced and sourced all structural elements, display units, graphic panels and experiential touchpoints under a tight timeline.  
  • Deployed and installed the full pop-up on site, coordinating local partners and approvals.  
  • Managed end-to-end project supervision, including logistics, scheduling and quality control throughout the activation.

Our Results

  • Sales boost area driving higher conversion through a clear Try–Consult–Pay journey.  
  • Engraving area adding perceived value with on-the-spot product personalisation.  
  • Skincare area reinforcing brand expertise via focused education and advice.  
  • Interactive area increasing engagement, social sharing and overall visibility. 

This campaign reinforced Namshi x Tirtir’s ability to elevate K‑Beauty awareness while maximising in‑mall customer engagement.

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