A regular feature at the Dubai Shopping Festival (DSF) is a pop-up, outdoor market, Market Outside the Box (MOTB). As part of the 25th edition of DSF, seventh MOTB is being sponsored by Swyp and is all set to pop up at the Burj Park in Downtown Dubai from January 16 to February 1, 2020.
Other sponsors for Swyp MOTB include Liv. Digital Bank, National Foods Product Company Oasis and Lacnor, SanDisk and Emaar.
This year Swyp MOTB promises to take interactive innovation to a whole new level with unique retail experiences, coupled with immersive entertainment and world-class bespoke activations, and for the first time for two weeks.
Reflecting the cultural and creative aspirations of the UAE’s ever-expanding Generation Z, Swyp MOTB will provide emerging and unique designers with a platform to showcase and sell products to a huge customer base. The festival main stage offers full daily programming packed with concerts and entertainment shows offering everything from locally based musicians to world-class dance acts.
More than 30 new retail vendors have been carefully selected to ensure a truly curated shopping experience. Urban streetwear brands AngelSyrup, Sprayground and KA1 Clothing will feature this year, as well as jewellery brands All That Dori and Caroline Svedbom, and fashion and accessories from Janna Charskaya, Zalxndra, Nesli&han and The 5154, among others. In addition, there will be exclusive fashion shows from designers displaying new lines as well as exclusive items launched.
New highlights for this year include the Nike customisation zone that will offer customers the opportunity to personalise their Nike T-shirts, jerseys and shoes bought at Swyp MOTB in a cool scaffolded LED lit space where Nike’s resident artists will be on hand to help create bespoke creations.
One of the retail highlights this year is African Avenue, a double decker concept store featuring a collaboration of emerging and established African designers, which will also be complemented by an African themed night for one night only, where performances and entertainment will celebrate the continent.
More than 20 F&B vendors will be on site for the 17-day long outdoor market. The Gaming Zone will offer gamers the chance to play and compete in an open-air neon lit space with all the latest games across PS4 and Nintendo Switch. The Kids’ Zone, hosted by Splash and Party under the Saddle Shade will include inflatables, a zipline, craft workshops and new Swing Carousel ride.
In addition, nine Dubai schools will participate in the MOTB School Programming initiative, underpinning the importance of community outreach to the event. Showcasing young and emerging talent from local schools, a series of performances and acts will take place on the main stage.
Words by Katie Streten Experiential Strategy Director, VMLY&R COMMERCE Throughout the last year,June 13, 2021 | By Shruthi Nair
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