With claw machines, celebrity masterclasses, and scent bars, Glam Hotel transformed City Centre Mirdif into an experiential playground – and proved physical retail still has pulling power.
“We wanted to go beyond traditional promotions and bring something truly immersive – a beauty pop-up that blended indulgence, education, and entertainment in equal measures. The goal was to position City Centre Mirdif not just as a retail destination, but as a vibrant lifestyle hub where beauty lovers could discover, learn, and connect,” says Michelle Walsh, VP of Marketing Communications, Majid Al Futtaim Shopping Malls.
A total of 18 brands take part in Glam Hotel, with 14 of them activating the
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