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Fendi - Celebration of an Icon 

challenge

Execute an iconic moment to relaunch the Dubai Mall flagship boutique and celebrate the 25th Anniversary of the FENDI Baguette reinforcing the Maison’s legacy.

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response

The Itallian fashion giant’s penchant for grandeur was translated into a monumental takeover of Burj Park. Designed to amaze, a mammoth rendition of the iconic FENDI monogram was constructed as a semi-permanent installation and space. The region’s most elite stepped into the space completely unaware of their surroundings. A mesmeric moment of reveal was orchestrated with aerial drone footage, as the guests witnessed themselves immersed within the walls of the revered icon. A showstopping musical performance by Emirati pop sensation Balqees Fathi, adorned in FENDI from head to toe, set the atmosphere for the evening. The Burj Khalifa’s 33000sq LED screen showcased the new FENDI campaign featuring supermodel Linda Evangelista – a spectacular backdrop for the grand occasion. Marking it as the highest iconography the world has ever witnessed, the seamless orchestration of the takeover incited a city-wide celebration of the icon and served as a true reflection of the Maison’s unrivaled global status.

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Impact

140 of the region’s biggest influencers, celebrities, press and media were left awe-struck with the unexpected reveal of the artful monogram, successfully immersing the visitors right into the heart of the FENDI narrative. The musical performances, the charming dinner under the stars, and the monumental takeover of the Burj Khalifa cemented the experience as a record-breaking viral sensation. The comprehensive array of media coverage positioned the celebration as a spectacle unlike anything, albeit the city, but the world has ever seen.  

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