Beautyworld Middle East 2025 · DWTC Dubai
A 600 sqm
Perfume Palace
How Strokes Exhibits delivered the biggest stand at Beautyworld Middle East 2025 for Lattafa Perfumes Dubai — built in 72 hours at DWTC.
A presence that matched
Lattafa's global stature
Lattafa Perfumes Dubai arrived at Beautyworld Middle East 2025 with a clear ambition: to scale up to the stature the brand now commands in the global fragrance market. As one of the most recognisable Arabian perfume houses — with a product catalogue that reaches audiences across the Middle East, Europe, and beyond — Lattafa needed a presence that matched its commercial reach.
The stand had to operate on several layers at once: a launch platform for new collections, a hosted business environment for buyers and distributors, an immersive fragrance experience for the trade public, and a branded landmark visible from anywhere in the hall. The brief Strokes Exhibits received was not just for a stand — it was for a statement of category leadership.
Featured Collections
Project Snapshot
| Client | Lattafa Perfumes Dubai |
| Event | Beautyworld Middle East 2025 |
| Venue | Dubai World Trade Centre (DWTC) |
| Stand Size | 600 sqm — biggest at Beautyworld 2025 |
| Scope | Design, fabrication, installation, AV, lighting, horticulture & dismantle |
| Build Time | 72 hours on-site, end to end |
| Trees | 20 tonnes of live trees |
| Sector | Premium Fragrance & Perfumery |
| Contractor | Strokes Exhibits — DWTC-approved, 20+ years UAE |
Arabian Heritage,
Scaled to Contemporary Theatre
The creative team translated Lattafa's brand story — living at the meeting point of Arabian fragrance heritage and a contemporary, globally confident design language — directly into architecture. An immersive perfumery pavilion where natural timber tones, sisal rope, and living trees are staged against the theatricality of motion media and programmed light.
Show-Stopper 01
Biggest Stand at Beautyworld 2025
At 600 sqm, Lattafa held the biggest stand on the show floor — a category-leadership signal that no competitor could match. The footprint gave the design team room to stage a multi-zone experience rather than a single facade.
Show-Stopper 02
The Illuminated Crown-Drum Centrepiece
A crown-topped cylindrical pavilion in deep ruby glass, glowing from within and rising above the aisle sightline. A modern architectural reinterpretation of a fragrance bottle, scaled to pavilion size.
Show-Stopper 03
20-Tonne Living Garden & Rope Architecture
20 tonnes of live trees planted into the stand, interwoven with suspended natural-rope curtains from ceiling to floor — turning a 600 sqm exhibition footprint into a living Arabian garden.
Feature 04
Interactive Motion Screens
Motion-responsive screens embedded into stand elevations reacted to movement, pulling passing visitors into Lattafa's brand storytelling in real time.
Feature 05
Round Hanging Screens
Suspended circular overhead screens broadcast brand and collection content into the aisles, extending the stand's visual reach well beyond its physical footprint.
Feature 06
Dynamic Moving-Light Rig
A programmed moving-light rig built on the truss shifted lighting scenes through the day — bright and open during trade hours, warm and theatrical during hosted sessions.
Temporary architecture.
Zero margin for error.
600 sqm is not a stand — it is a piece of temporary architecture. Delivering one inside a 72-hour DWTC build window, with 20 tonnes of live trees, interactive motion screens, round hanging screens, a fully lit crown-drum centrepiece, hanging natural rope architecture, and a dynamic moving-light rig demands coordination you cannot buy at short notice.
Every trade had to arrive in order. A single missed hand-off would have cascaded across the entire floorplan. The Beautyworld build window does not forgive late material, late trades, or late decisions.
Rigging & Truss First
Structural elements, truss, and suspended screen arrays were prioritised in the first window — every downstream trade depended on sign-off here.
Crown-Drum & Carpentry
The bespoke ruby-glass crown-drum centrepiece, carpentry finishes, and the rope pavilions followed in tightly overlapped phases.
AV, LED & Screen Integration
LED and screen integrators, AV technicians, and graphic installers worked in parallel — content-loading and calibration completed in sequence.
Protected Horticulture Window
The 20-tonne live tree installation was scheduled into a protected late-stage window after all dust-generating works were fully closed out.
Moving-Light Programming & Final QC
The moving-light rig was programmed in the final run-up to opening. By show day: clean, calibrated, content-loaded, trading-ready — zero snag list.
"The stand wasn't just the biggest at Beautyworld Middle East 2025 — it was the most experiential. Strokes Exhibits understood our vision from day one and translated it into something that stopped people in their tracks."
Iman — Director
The defining commercial presence
of Beautyworld Middle East 2025
Biggest Stand on the Floor
600 sqm — a category-leadership signal that anchored Lattafa as the most commercially ambitious fragrance house at the show.
Defining Visual Landmark
Crown-drum pavilion, 20t living garden, and suspended motion screens visible across the hall — a scheduled stop for buyers, press, and trade public.
72-Hour Build, On Schedule
From empty hall space to fully trading, across ten specialist trades in parallel, without a single missed milestone.
Zero-Stress Execution
Live horticulture, custom glass, programmed lighting, and interactive media running concurrently — all complexity kept behind the curtain.
One roof. Every trade.
20+ years at DWTC.
Strokes Exhibits is a Dubai-based custom exhibition stand contractor with over 20 years of experience delivering at Dubai World Trade Centre, ADNEC Abu Dhabi, Expo City Dubai, and international pavilions.
The in-house team covers design, 3D visualisation, joinery, metalwork, printing, AV, electrics, horticulture, and on-site project management — which is how builds like Lattafa's land on time, on brand, and on budget.
IAEE & IFES Member
International trade association memberships
DWTC Approved
Approved contractor at Dubai World Trade Centre
In-House Fabrication
Joinery, metalwork, printing, AV & electrics
Trusted Clients
Kaeser, Samsung, Elopak & many more