Sephora Middle East Takes Over The Dubai Mall

Bigger, better and bolder than ever! Sephora Middle East unveiled its newly restyled flagship store at The Dubai Mall on June 19th by throwing an in-store Slumber Party followed by a takeover of Dubai’s iconic Burj Khalifa.

The all-new 812 square meter beauty destination features an improved tech savvy customer experience that reflects the next-generation of the continuously evolving SEPHORA brand. A disruptive space pulsating with beauty, the SEPHORA store at The Dubai Mall will serve as the stage for an outstanding selection of beauty brands and a shopping playground where customers can explore, discover and engage with passionate experts across all beauty categories.

The in-store Slumber Party pampered brand lovers, loyal customers, along with media and influencers with a night of fun and glamour. The store was transformed into a stylish venue with irresistible Instagrammable corners, disruptive F&B, and a trendy DJ set by @MegatronicUK. Guests were surprised with the engaging dance performances of @RollDXB, a local roller-skating community, who were dressed in the brand’s signature stripes and performed in different areas of the mall. They were later joined by the SEPHORA cast for a surprise performance at the Star Atrium, where they led Dubai Mall visitors to the Burj Khalifa for a stellar surprise. The night ended with a memorable activation where SEPHORA took over the tallest building in the world, Burj Khalifa, with a colorful and mesmerizing LED light show. The brand’s iconic codes that have made the international omni-retail brand recognizable and famous for over 50 years, were seen from a distance in an explosion of colors.