Seen Displays partnered with Alexander McQueen to produce this exhibition-like pop-up in Level Shoes, Dubai Mall – they created an expansive maze-like layout in the brands’ signature walnut and oak wood finishes, with the added curiosity of graphic black and white lenticular walls.

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The insect graphics took inspiration from McQueen’s heritage, and gave the effect of changing from black to white as customers explored the maze. To boost customer engagement, McQueen partnered with a developer to create a bespoke AR experience for customers – this added another dimension to the insect illustrations, bringing them to life as they crawled over pairs of McQueen sneakers.

The pop-up will be live until 28th January 2020, showcasing Men’s, Women’s and Kids’ footwear, with a focus on a limited-edition capsule collection of sneakers.

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