7 Feb – 21 Mar 2024
About ALSHAYA: DALLAH’S TREASURE
Event date: 22 Apr 2024
ALSHAYA: DALLAH’S TREASURE is an event for Starbucks’ MENA coffee launch at the Museum of Future, Dubai. The event showcases the MENA blend, illustrate the history/origins of Arabic coffee in the region and be immersive and emotive. There are booths or installations to bring a narrative journey that unveils the distinctive character of our new MENA coffee blend ‘Dallah’s Treasure’; engaging guests in a multi-sensory exploration that evokes their individual emotional responses.
This was the first pitch I worked on and won. I was responsible for the two interactive activations – Regional Routes and Powerful Plants. I developed the concepts, interactions and user journeys.
Interactive Activations
Regional Routes
An engaging interactive display projected onto sand – inspired and by a traditional Middle Eastern method of making coffee by heating it in sand.
Guests will learn and discover more about the coffee blend using a digital immersive table: tracing the origins of coffee, it’s history in the MENA region, discover traditional serving and brewing methods and flavours.
Content and infographics plays out around the product & props. Audio or animation could be triggered by moving props onto markers.
Powerful Plants
An interactive experience with the rich tapestry of spices in the coffee, and understand the enriching flavours and scents that dance upon the taste buds.
Guests will move onto a multi-sensory experience that celebrates the power
of plants to give them the feeling of alertness and enjoyment through drinking coffee.
Blending the natural and digital world with a touch triggered video installation that also allows them to experience the aromas and spices found within notes of our coffee blend: Cardamom, cinnamon, saffron, rose water…