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.


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.