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fenty drive in

Buzzy retail pop-up retail, trial and brand experience.

The mission:

Drive hype and retail for Fenty Beauty at some of the busiest outdoor markets and spots in the UAE and KSA.

The meaning:

Bring the vintage LA drive in to life, with a modern retail twist sure to steal eyeballs and sales.

The moment:

A simple retail opportunity turned into one of the buzziest moments in beauty for the year.

Results + impact:

Despite the modest scale, the creativity, craft and concept cut through the clutter of these busy outdoor market spaces, and stole the show, driving sales, curiosity, and hype, with both the UAE and KSA pop-ups achieving significant retail and reach results. Physical pop-up meets digital results, all with a cool neo-vintage aesthetic twist.


13,000 shade-matching sessions in Riyadh alone.


Average of 1.5 hours engagement, aka time spent at stand.


500k engaged in KSA alone.


7 million reach for the KSA campaign + pop-up.


+82% in traffic on


70+ celebrity and content creator visits to the pop-ups, including a star-studded moment with Georgina Rodríguez.