Our WorkShop Qatar 2017 - 2018

Qatar National Tourism Council

Shop Qatar 2017 - 2018

In 2017, a new festival aimed specifically at activating retail spaces and themed around fashion & beauty was to be added to the annual calendar of festivals hosted by the National Tourism Council: Shop Qatar.

The Task

The task was to develop an integrated festival concept and the new annual highlight, incorporating fashion shows with multiple distinctive themes, pop-up stores, and customer touchpoints in malls and a wide variety of fashion and beauty focused themes.

The Solution

fischerAppelt developed the concept for Shop Qatar, to be held from 7th January until 7th February in more than 15 different venues all over Qatar including 13 malls and retail centers, hotels and other venues.

Key aspects of the festival concept:

  • Shopping sales and promotion
  • Entertainment and activations in Malls
  • Pop-up shops in Malls
  • Fashion Shows
  • Workshops and Masterclasses for makeup and fashion
  • Concerts with international stars such as the Chainsmokers
  • Live shows and design demonstrations

The Result

Shop Qatar 2018 was inaugurated with a high-profile VIP opening ceremony held on 7th January 2018 at Alhazm. The ceremony which was attended by over 250 invited guests and VVIPs featured a custom-made international cultural performance and highlighted the upcoming elements and calendar of the festival.

Among other elements and activations, three major fashion shows were celebrated highlights of the 2018 calendar. The fashion shows were themed and included international star designers such as Yousef Al Jasmi (Jasmiko) and Manish Malhotra, among many others. All fashion shows were held at the Mondrian Doha Hotel.

  • 10th January 2018: Arabic Fashion show
  • 17th January 2018: Bollywood Fashion Show
  • 24th January 2018: International Fashion Show

On 7th February 2018, Shop Qatar closed its activities with a closing ceremony held at Doha Festival City which featured a concert by Lebanese pop star Ramy Ayach.

Following the success of the first edition in 2017, Shop Qatar was also managed by fischerAppelt as a turnkey project for the 2018-2019 season for the second year.