The MHERO wordmark and monogram over the MHERO I and MHERO II against a city skyline at dusk.

MHERO

Al Ghurair · Dubai Festival City Mall

When Al Ghurair brought MHERO to the UAE, the launch had to carry as much presence as the cars. Promocell designed and staffed the mall activation that introduced the brand through its debut week, indoors and out.

Location

Dubai, UAE

Sector

Automotive Launch

What we did

Stand Design, Brand Ambassadors, Launch Activation

A hero arrives.

MHERO is a new breed of luxury off-roader, all presence and precision. For its UAE launch, Promocell partnered with Al Ghurair to give the brand a stage worthy of the cars: a pair of activations at Dubai Festival City Mall that put MHERO I and MHERO II in front of thousands of shoppers during launch week.

The MHERO stand inside Dubai Festival City Mall — the black MHERO I and white MHERO II facing each other across a wood platform with a central screen.

Design.

The cars carry a quiet kind of luxury, all sharp lines and restraint, so the stand couldn't shout over them. We designed a minimalist, modern platform that framed MHERO I and MHERO II without competing: warm wood underfoot, gold-lit plinths, and a clean central screen, keeping the vehicles the loudest thing in the room.

Design render: front elevation of the MHERO mall stand, the two vehicles on angular gold plinths flanking a central screen.
Design render: overhead plan of the MHERO stand, both vehicles on their display pads within the booth footprint.

Indoor & Outdoor.

The activation lived in two worlds: a centre-stage set inside the mall concourse, and a gold gateway framing a single hero car out front. At both, Promocell’s brand ambassadors were on hand, briefed on every spec and feature, to turn a passing glance into a proper introduction.

Indoor
Two Promocell brand ambassadors at the indoor MHERO stand, between the black MHERO I and white MHERO II.
The two MHERO brand ambassadors in front of the MHERO I and MHERO II at the indoor stand.
A Promocell ambassador talking a visitor through the MHERO range at the indoor stand.
An ambassador showing the white MHERO II to a visitor.
The white MHERO II with its door open on the lit display platform inside the mall.
A visitor and ambassador at the open door of the white MHERO II.
A brand ambassador beside a MHERO information kiosk at the indoor stand.
Wide view of the indoor MHERO stand with the 'Never Back Down' campaign backdrop.
Outdoor
The outdoor MHERO stand — a MHERO II framed by a gold gateway and the illuminated MHERO monogram outside Dubai Festival City Mall.
Two ambassadors flanking the MHERO II beneath the outdoor gold gateway stand.
Night view of the outdoor MHERO stand lit up outside Dubai Festival City Mall.
The MHERO II under the illuminated gold frame of the outdoor stand at night.
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