RAHAL X SC MOTB25

COLLABORATION

2025

ABOUT

Rahal is a contemporary sandal brand rooted in Middle Eastern heritage, blending cultural authenticity with modern design. The brand is known for creating collectible footwear and immersive experiences that connect customers to the journey of the Rahal (the traveler/nomad).

OVERVIEW

As part of our long-term collaboration with Rahal, I led the creative design and direction for their booth at Etisalat MOTB during Dubai Shopping Festival 2025. The goal was to launch a new collection through a booth that went beyond a retail display—transforming it into an experiential narrative that expressed Rahal’s evolving identity through design, space, and storytelling.

OBJECTIVE

For this particular showcase, the goal was to introduce a new collection while creating a space that felt personal, nostalgic, and rooted in cultural references. The challenge was to move beyond a standard retail setup and instead craft a journey—a physical narrative inspired by retro design language and nomadic Middle Eastern aesthetics.

SOLUTION

01

Building the Narrative

We approached the booth as a nomadic resting place—a temporary stop that holds meaning. The concept was to let every visitor step into the story of ‘Rahal’ and become part of the journey themselves. This narrative foundation guided every design decision.

02

Visual Language & Mood

The aesthetic direction blended muted retro tones, natural textures, and soft, curved forms. From platform shapes to material selection, everything was curated to reflect a sense of movement and memory—honoring heritage while staying contemporary.

03

Designing for Connection

This wasn’t a booth—it was an experience. Visitors were invited to explore, pause, and reflect. I designed the layout to create a natural flow that encouraged discovery and conversation, allowing the space to feel warm, lived-in, and engaging.

04

Brand Impact

The response was overwhelming. Visitors were drawn into the space and connected deeply with both the visual world and the story behind it. The design helped Rahal stand out at the event, driving attention to the new collection and generating strong word-of-mouth throughout the festival.

05

Ongoing Creative Collaboration

This was one of many activations I’ve worked on with Rahal, and it reinforced the shared vision we have—one that treats every pop-up as an opportunity to design stories, not just spaces. Our collaboration continues to focus on creating emotionally resonant environments that evolve with the brand.

This activation was not a standalone project but part of Rahal’s broader vision. My collaboration with Rahal focuses on building emotionally resonant environments that evolve with the brand. Each pop-up is treated as a storytelling platform—a chance to design experiences that foster memory, identity, and cultural resonance.

OUTCOME

The outcome was a powerful expression of Rahal’s brand philosophy. Visitors were drawn into the space, engaging with both its atmosphere and the narrative that guided it. The design generated significant attention at the festival, amplifying the launch of the new collection and sparking strong word-of-mouth. Most importantly, it reaffirmed Rahal’s position as a brand that leads with story and experience, elevating its presence and leaving a lasting impression beyond the event itself.
therahalofficial.com
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