Anthropologie Arabia x 222xfltrd Experience

A full-scale brand activation and spatial design project for the Anthropologie Arabia x 222xfltrd pop-up at Alserkal Avenue. The project involved the development of a cohesive visual identity bridging physical and digital touchpoints - ranging from large-format storefront visuals and custom photobooth textures to a comprehensive digital marketing suite. The execution focused on the seamless transition of a core key visual into a living, 360-degree brand experience.

View a quick video tour of the project here : Anthro x 222FLTRD

1. The First Impression 🚪

   The journey began at the threshold. The objective was to transform the industrial warehouse exterior into an inviting retail experience. This was achieved through high-impact storefront visuals and large-format glass decals that utilized the core key visual to create immediate brand recognition.

   
   

2. The Digital Invitation 📱

   Before the doors opened, the experience lived online. A comprehensive digital suite, including bespoke Emailers, Social media countdowns, Targeted ads - was developed to build anticipation. Each digital touchpoint was designed to mirror the tactile, curated aesthetic of the physical space, ensuring a seamless transition from screen to store.

   
   

3. Navigating the Space 🚩

   Inside, the brand language extended into functional design. Directional signage, industrial strip banners, and interior posters acted as a guide through the collaboration. These elements balanced Anthropologie’s artistic flair with the raw, minimalist energy of Le Guepard, maintaining visual harmony across all wayfinding touchpoints.

   
   

4. Spotlight: Bassam Fattouh 💄

   A dedicated in-store activation for Bassam Fattouh required a specialized design approach. The objective was to integrate his premium makeup line into the pop-up’s aesthetic without losing his distinct brand identity. This included the design of the physical booth, specialized in-store signage, and a series of promotional emailers to drive traffic to the beauty experience.

   
   

5. The Matcha Social Club : Cafe Menu 🍵

   Central to the activation was a limited-edition matcha drink at the cafe. This required a specialized "sub-identity," featuring custom drink and minimalist poster that balanced the boldness of 222xfltrd with a clean, inviting cafe aesthetic.

   
   

6. Moments of Connection ✨

   The experience concluded with interactive and tangible brand moments. A custom-designed photobooth, featuring unique wallpaper textures, provided a backdrop for social sharing, while event-exclusive stickers served as a lasting physical memento. These micro-interactions reinforced brand loyalty and extended the life of the activation beyond the venue.

   
   

Execution & Collaboration

Delivered for Azadea owned Anthropologie MENA brand on a fast-track 3-week timeline, this project required a 360° approach to retail design. As the Graphic Designer, the execution was guided by the visual direction and mentorship of the Senior Art Director, ensuring a seamless integration of spatial and digital assets.

Gratitude to the below team for their support and effort:

• Rana Khattab – Art Director

• Aliya Ali – Brand Marketing Associate

• Iffa Irshad – Social Media Associate