Agency: GPJ
Client: Starbucks
To mark its 25th anniversary in the Middle East, Starbucks created the Dallah’s Treasure Blend. While the product existed, the narrative did not. The challenge was to craft an authentic story from the ground up, celebrating the deep cultural significance of Arabic coffee, a tradition centred on coming together to rest and reset, not simply for a caffeine buzz. The launch event, held at Dubai's Museum of the Future, needed to blend this rich heritage with modern innovation.
The experience was brought to life through a journey across two key installations. The story began at Regional Routes, a digital table where guests explored the history of coffee in the MENA region.
Through the use of LiDAR sensors, the precise location of a traditional Dallah coffee pot was tracked as guests moved it across the surface, triggering the 'digital sand' to display content and play sound effects, creating a captivating journey through time.
The narrative then continued at Powerful Plants, a touch-triggered installation that merged natural aromas with digital art. Here, beautiful imagery narrated the significance of the blend's tasting notes, rose, cloves, and cinnamon. Fully immersing guests in the multi-sensory world of the Dallah's Treasure Blend.
The event was a resounding success, proving the power of blending cultural sensitivity with innovative storytelling. An incredible 92% of attendees reported a positive shift in their perception of Starbucks’ commitment to Middle Eastern coffee traditions. The experience was highly rated, with 83% judging it as 'Excellent' or 'Very Good', and it successfully educated the audience, with 73% learning something new about the region’s rich coffee culture.
By creating a story where none existed and bringing it to life with technology that felt intuitive and magical, the launch of Dallah’s Treasure created a meaningful and lasting connection between a global brand and its regional audience.