Immersive Brand Experience by NSPYR

Client: Kayali
Date: 20 November 2024
Location: The Concrete, Alserkal Avenue

In November 2024, Kayali debuted its latest fragrance—Yum Boujee Marshmallow—with an exclusive launch event at The Concrete, Alserkal Avenue, one of Dubai’s most iconic contemporary venues. The evening brought together an elite guest list of celebrities, top influencers, and beauty insiders for a night that blended bold scent storytelling with elevated brand immersion.

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NSPYR’s Role in the Launch

As the trusted event management partner, NSPYR handled the full creative and logistical execution of the event. Our services included:

• End-to-End Event Management – Planning, vendor coordination, timeline management, and guest flow
• On-Ground Production – Lighting, staging, audio-visuals, and technical oversight
• Branding & Set-Up – Custom installations, product display zones, and immersive brand theming
• Entertainment – Curated musical performances and surprise celebrity appearances

A Night of Scented Glamour

The venue was transformed into a sensorial journey inspired by the playful, indulgent notes of the fragrance. From marshmallow-hued lighting to luxe floral arrangements and curated scent bars, every detail reflected Kayali’s signature elegance. Guests captured photo-worthy moments across branded zones while enjoying interactive fragrance experiences and high-energy entertainment.

The result? A launch that not only introduced a product but created a lasting emotional connection with the brand—delivered seamlessly by NSPYR.

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Planning a product launch or luxury brand activation in Dubai or Abu Dhabi?
From concept to execution, NSPYR delivers high-impact, beautifully executed events that elevate your brand experience.

NSPYR – Redefining experiential events for beauty, lifestyle, and luxury brands across the UAE.