DKNY
Fashion
Digital Screens
Retail
Outdoor
Dubai
2025
DKNY, a global campaign that ran across New York, London and Dubai. So in Dubai, we put it where people stroll and shop: 72 digital screens across City Walk, Bluewaters Island, JBR and Al Khawaneej.
DKNY, the New York fashion label, ran a digital screen campaign in Dubai with artwork in Arabic and English.
We planned and bought the media: 72 digital screens across four of Dubai's walking destinations.
Campaign
A fashion label lives on the street. People notice what others wear and where they shop. A highway billboard catches someone at speed, with their mind on the road.
For DKNY, the moment that mattered was slower: someone strolling, in the mood to shop. The screens had to be where that mood already existed.
We concentrated 72 digital screens where people walk, each carrying the same bilingual artwork.
Putting most of the screens in one place, City Walk, meant a shopper could meet DKNY again and again during a single evening out.
Over The Street
We concentrated the screens where people walk: 49 at City Walk, 13 at Bluewaters, 6 at JBR and 4 at Al Khawaneej, booked for 14 days with three extra days added at no cost.
At Eye Level
Putting most of the screens in one place, City Walk, meant a shopper could meet DKNY again and again during a single evening out.
The Artwork
Every screen carried the same artwork, in Arabic and English, from 31 October to 17 November 2025.
Solutions
We concentrated the screens where people walk: 49 at City Walk, 13 at Bluewaters, 6 at JBR and 4 at Al Khawaneej, each carrying the same bilingual artwork.
Putting most of the screens in one place, City Walk, meant a shopper could meet DKNY again and again during a single evening out.
Challenge
A fashion label lives on the street. People notice what others wear and where they shop. A highway billboard catches someone at speed, with their mind on the road.
For DKNY, the moment that mattered was slower: someone strolling, in the mood to shop. The screens had to be where that mood already existed.
