Galeries Lafayette Dubai reflects on success of Museum of Candy collaboration
Galeries Lafayette Dubai has reflected on the success of its collaboration with the Museum of Candy, an immersive in-store experience that ran from October 22 to November 2.
The initiative, which transformed sections of the department store into a colourful, interactive environment, was part of Galeries Lafayette Dubai’s wider strategy to evolve beyond traditional retail and position itself as what the company described as “a destination for discovery and cultural connection.”
Customers were greeted by staff and were given “passports” that guided them through the store to arcade-style games where they could win prizes such as giant teddy bears, canvas bags, or mini cosmetics, and could enjoy free treats from the ice cream and candy floss stands. They also joined other in-store activities, including live makeup and fragrance sessions in partnership with Giorgio Armani, as well as soap-making and hairstyling experiences.
Senior PR and events executive for Galeries Lafayette Dubai Haya Alyasin told Arabian Beauty Business: “Our strategic goal behind the collaboration with the Museum of Candy was to create a joyful, immersive experience that celebrates creativity, fashion, and indulgence which are all pillars of our brand identity. The initiative was part of our broader vision to position Galeries Lafayette not only as a department store but as a destination for discovery and cultural connection.
“For us, this collaboration reflected our ongoing commitment to redefining the retail experience in the UAE and the wider MENA region.”
She explained that the concept was chosen for its alignment with the store’s Parisian heritage.
“We are continuously exploring new ways to blend art, lifestyle and fashion in order to engage our audience in meaningful and memorable ways. The Museum of Candy concept, with its playful visual language and nostalgic charm, was a perfect fit for this ambition.”
The activation targeted Gen Z and Millennial consumers who value creativity and self-expression, while also appealing to families, tourists and social media content creators visiting Dubai Mall.
Alyasin said: “Our aim was to create a space that felt both aspirational and accessible, where visitors could explore, interact, and share their experience digitally.”
She noted that the collaboration achieved strong engagement both in-store and online. She said: “We saw fantastic engagement both in-store and online, with a notable increase in social media activity, footfall and cross-department visits.”
Alyasin added that the event attracted new audiences while also deepening relationships with existing customers. She also noted that the partnership reflected the company’s continued emphasis on experiential innovation.
She said: “Experiential retail has always been at the heart of Galeries Lafayette’s DNA, from our flagship in Paris to our expansion in Dubai. The collaboration with the Museum of Candy was a natural continuation of our focus on innovation through experience.
“In a market as dynamic and competitive as Dubai Mall, we knew it was essential to offer something truly distinctive — an environment that sparks curiosity, inspires creativity and encourages emotional connection.”
Alyasin described the installation as “an environment that sparks curiosity, inspires creativity, and encourages emotional connection,” highlighting how its colourful design, interactive features and social appeal contributed to its popularity among visitors.
In evaluating the impact of the event, Alyasin cited several key outcomes, including a rise in footfall, particularly among younger visitors and families, high levels of social media engagement and a measurable uplift in sales within the beauty category.
According to Alyasin, the campaign sparked thousands of organic shares and user-generated posts and also attracted positive brand sentiment and media coverage.
She added: “The collaboration strengthened our positioning as a creative leader in Dubai’s retail landscape, and it has opened the door for future partnerships that continue to merge fashion, culture, and experience in exciting new ways.”