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.
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.
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.
Scope
- Event communication strategy
- Brand narrative
- Event production and management
- PR
- Influencer relations
- Photo and video production
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