Opening a designer toy gallery in Dubai

TUD TOY, a collectible art brand, opened its first physical gallery in Dubai around a limited-edition, officially licensed art collection inspired by Michael Jackson's legacy. Encore Marketing developed the event communication strategy, ran the gallery experience, and secured influencer, media and collector attendance.

Client: TUD TOY
Industry: Culture & entertainment
Services: Marketing, PR & Media, Influence Marketing, Licensing

The brief

Introducing a niche collectible brand to a new luxury market, balancing artistic credibility with entertainment appeal, attracting influencers, art curators, media and high-intent buyers, and creating content and emotional energy that could live beyond the event.

Approach

What we did

Crafted an event narrative merging nostalgia, pop culture and contemporary art, built on the rarity of the licensed collection, Michael Jackson's legacy as a cultural symbol, TUD TOY's craftsmanship, and Dubai as a home for high-end collectibles.
Applied that narrative across invitations, press communication, content angles and influencer messaging.
Curated and managed the full event experience: gallery flow and staging, spotlight moments for the drop reveal, interactions between artists, influencers and guests, and seamless movement for media coverage and content capture.
Invited Arab artist Diaa Allam to perform a live art creation on site, producing a high-value collectible piece and dramatic visuals for media and influencers.
Curated a guest list of Dubai lifestyle and luxury influencers, art community representatives, media from lifestyle, culture and entertainment verticals, and brand ambassadors and VIP collectors.
Captured a content set around the launch: high-end photography, video highlights, behind-the-scenes and process content, guest UGC, and coverage of the drop reveal and live performance.