Beautyworld Middle East 2023 · DWTC Dubai
A 365 sqm
Scent Sanctuary
How Strokes Exhibits delivered the largest stand in the hall for Seluz Fragrance & Flavor Company — built in 72 hours at DWTC Dubai.
Own the show.
Command the hall.
Seluz Fragrance & Flavor Company came to Beautyworld Middle East 2023 with a clear ambition: to own the show. As one of the region's most established fragrance and flavor houses, Seluz needed its presence to match its stature at the Middle East's largest international beauty and wellness trade fair — an event bringing together 1,700 exhibitors across 15 halls at the Dubai World Trade Centre.
The brief to Strokes Exhibits was uncompromising. The stand had to do four things at once: command attention across a crowded hall, communicate Seluz's "nature's essence" brand philosophy, function as a working business hub for high-value B2B meetings, and deliver a sensory experience worthy of a company that builds its craft around scent. Anything less than a landmark build would have been a missed opportunity.
Brand Line
Project Snapshot
| Client | Seluz Fragrance & Flavor Company |
| Event | Beautyworld Middle East 2023 |
| Venue | Dubai World Trade Centre (DWTC) |
| Stand Size | 365 sqm — largest stand in the hall |
| Scope | Custom double-sided design, fabrication, installation & dismantle |
| Build Time | 72 hours on-site, end to end |
| Crew | 45-person skilled project team |
| Context | 1,700 exhibitors across 15 halls |
| Contractor | Strokes Exhibits — DWTC-approved, 20+ years UAE |
Infuse Life with
Nature's Essence
The creative direction came straight from Seluz's own brand line, brought to life in three dimensions. The design team built the stand around a central tension the fragrance industry knows well: ancient, natural raw materials transformed by modern science and technology. Two visual languages were placed side by side and made to speak to each other.
Show-Stopper 01
10-Tonne Live Olive Trees
Live olive trees totalling 10 tonnes were planted within the stand — a structural and horticultural feat inside a busy exhibition hall, and a direct tactile reference to the Mediterranean botanical heritage behind Seluz's formulations.
Show-Stopper 02
Dual 9m × 6m LED Video Walls
Two enormous 9m × 6m high-tech LED walls — a combined 108 sqm of screen — dominated the stand's hero elevations, running cinematic nature footage. The sheer scale stopped visitors in the aisle.
Show-Stopper 03
Mirror Fascia, Flawlessly Engineered
The suspended mirror fascia carrying the Seluz mark was the most technically challenging element — demanding precise rigging, panel-perfect alignment, and concealed lighting integration across the full run.
Feature 04
Sculpted Black Slatwork
Sculpted black vertical slatted walls gave the stand a luxury perfumery silhouette and controlled sightlines into the meeting zones, adding depth and architectural rhythm.
Feature 05
Glass Product Gallery
Illuminated glass plinths ran along the stand edge, each carrying Seluz's flagship fragrance spheres — a museum-style product presentation that invited visitors to approach and engage.
Feature 06
Art-Led Accent Wall
A vivid graffiti-style artwork treatment provided a deliberate pop of colour and youth, signalling that Seluz speaks to the next generation of the category as well as the heritage side.
Scale was only
half the equation.
The real complexity was compressing a landmark 365 sqm build into Beautyworld's tight on-site window — a 72-hour turnaround from empty hall space to client-ready stand, with two 9m × 6m high-tech LED video walls, 10 tonnes of live olive trees, and a technically demanding suspended mirror fascia to integrate in sequence.
Any single delay would cascade. Add to that the non-negotiables of DWTC safety and approval protocols, and the project demanded flawless sequencing rather than simply raw manpower.
Rigging, Truss & LED Mounting First
Structural elements, LED screen mounting, and the suspended fascia rigging were prioritised in the first window — every downstream trade depended on sign-off here.
Joinery, Slatwork & Glass Plinths
Sculpted black slatwork, carpentry finishes, and the illuminated glass plinth gallery followed in tightly overlapped phases with a 45-person crew.
AV, Lighting & Graphics
Lighting and AV technicians, painters, and graphics installers worked in parallel streams — content loaded and lighting scenes calibrated in sequence.
Protected Horticulture Window
The 10-tonne live olive tree — the most delicate single item on site — was installed in a protected late-stage window after all dust-generating works were complete.
Final Commissioning & Client Walkthrough
AV, lighting scenes, and content playback closed out ahead of the client walkthrough. Handed over clean, calibrated, and ready to trade — zero snag list.
"The Seluz stand wasn't just an exhibit — it was a statement. It set a new benchmark for what a fragrance brand can do on the show floor in the Middle East."
The visual benchmark of
Beautyworld Middle East 2023
Largest Stand in the Hall
365 sqm across a show floor of 1,700 exhibitors in 15 halls — the single largest footprint at Beautyworld Middle East 2023.
Biggest LED Screen at the Show
Dual 9m × 6m walls — 108 sqm of combined LED screen — amplified Seluz's brand story on a scale no competitor matched.
72-Hour Build, On Schedule
From bare hall space to client-ready, coordinated across seven specialist trades with a 45-person crew — without a single missed milestone.
Zero-Stress Execution
From rigging to live olive tree horticulture — delivered without on-site disruption to the client. The complexity stayed 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, and on-site project management — which is how builds like Seluz'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