Inspired by the world’s four major fashion capitals, Vogue Arabia activated The Dubai Mall with a multi-threaded, multi-platform activation to bring Fashion Avenue to life while leveraging the three core offerings of The Dubai Mall (fashion, lifestyle/entertainment, and food). BRAG proposed to transform the avenue into a boulevard of shopping dreams, inspired by the great shopping streets of the major fashion capitals of the world: Avenue Montaigne, Via Montenapoleone, Madison Avenue, and Sloane Street. The visually stunning concept surprised and delighted guests as they discovered the latest in luxury fashion, met top fashion personalities and influencers, enjoyed live entertainment, and watched the world walk by from the best cafés. Larger than life installations marked the avenue, with photo opportunities and immersive interactions welcoming shoppers at every corner. Each of the nine installations drew inspiration from an iconic and well-known particularity of each city. The avenue truly came to life with music, live performances, talks, and more for an enjoyable 10 day long celebration at The Dubai Mall’s Fashion Avenue.