MAKERS LAB
SHOE DISPLAY
Apart from being a natural photo opp, the Rickshaw makes for the coolest product display.
We can supply the DXB shop with special AWs they can print on Tees to display at the DXB shop.
BRANDED MENUS
Specials-only menu printed
on recycled paper (one side in English, the other in Arabic). We can have the full Ravi menu too (without plastic lamination) in case people want the more options.
THE IDEA
For the most hyperlocal hype drop in Dubaï's history, we broke all the rules of a Dubai collab launch. The sneakers were designed between the family & global adidas design teams. We launched in an older, congested part of town far from where influencers live. We gave very few away, leaving some of the region's biggest VIPs begging for a pair, while local Satwa residents + local micro-creators got first dibs. We prioritized the founding family + their story over anything else. We heroed the staff, not models. And that community-first approach is how we won the hearts of those who know there's more to Dubai than the glitzy headlines.
Dear ultra luxury fashion house...
sorry habibi! Dubai's hottest drop of '22
didn't come from Milan or Paris - it was cooked up in the kitchen of Satwa's favorite home grown Pakistani restaurant with heat supplied by the brand with the three stripes , extra taaza.
THE EXECUTION
An enticingly authentic mix of hyperlocal moments, nostalgic art collabs, social content led by local talent, and a carefully integrated blend of retail + events + PR, amplified by cultural co-creators who helped the campaign reach Dubai residents, South Asians communities, and those who love food, snearkers or both. We tapped deep into the nostalgia + love around the restaurant, to the thrill of Dubai's OG's who loved seeing Ravi heroed above pricey Dubai hotspots.
The campaign featured easters eggs + references throughout - urdu-language idioms and sayings with insider references to UAE-diaspora topics poignant to locals + south asian expats.
STREETWEAR MEETS STREETFOOD
TURNING A 44 YEAR OLD RESTAURANT INTO THE CITY'S MOST HYPE RETAIL SPOT & VIBE
RIKSHAW
CHAI SHOP
We wanted to bring Ravi, the Rickshaw and the cool Satwa vibe to the store for a true and epic adilicious launch moment in Halo DXB.
The Rickshaw served chai during the launch weekend, from the branded stainless steel cups (also GWP). Those cups were stored in the wooden crates with signs above calling out the GWP.
RESULTS
GRAPHIC TILES
Echoing Pakistani visual culture and the tiled quality of both Lahore and the Ravi restaurant
in Satwa itself with its fully tiled walls, we create a graphic tile that can be used in a repeating manner where appropriate, applied to recyclable and undyed paper.
Inspired by the kitchen paper hat, we create adidas x Ravi Jinnah hats from fabric to elevate the uniform.
UNIFORM
HERO DISPLAY
Bringing more of the restaurant culture in, we create a hero shoe display in the originals section inspired by the iconic Ravi restaurant kitchen windows. Within that we have a graphic tiled cube display the shoe, next to the GWP cups. The display is stenciled with graphics that call out Ravi + adilicious in a street style like that of the original restaurant in Satwa.
"Remarkable to think.. Ravi has been presented the opportunity to celebrate its decades of history"
"Superlative understanding of the market (Leaps and bounds ahead of any comparison), ultimately this is a shoe
that stood for something more."
"How an Adidas sneaker made this Dubai restaurant famous."
"One shoe proved that sneakers can have a cultural power that truly transcends"
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