Dolce & Gabbana's sneaker customization service recently launched in the heart of Dubai's Mall of Emirates. Located in luxury department store Harvey Nichols, a sneaker lab pop-up allowed consumers to personalize their footwear with a selection of colorful patches, embroidery details, paint, and even their text of choice. The station put consumers in the design driver's seat, inspiring shoppers to give their sneakers a personalized accent before taking a pair home.
Hosted last September, this sneaker customization service pop-up was reflective of Millennials' love of customization and DIY crafts. Taking common DIY projects to high fashion heights, Dolce & Gabbana is synonymous with a crafty yet opulent design aesthetic.
This unique retail activation successfully targeted luxury-minded consumers who also sought to express their creative side when investing in designer footwear.