"Typecast" is an engaging pop-up store experience strategically located within UAE airports. Targeting foreign visitors influenced by exaggerated stereotypes about the UAE, the concept revolves around offering products that playfully mock these notions. Simultaneously, it aims to inform customers about the authentic reality of the UAE. Offering a delightful mix of humor and information, visitors enjoy a distinctive shopping experience that goes beyond stereotypes. The effort extends to informative displays, clearing up the genuine essence of the UAE beyond clichés. Travelers are transforming into ambassadors who share knowledge and understanding about the real UAE with friends and family back home.
It's not just a project; "Typecast" is a heartfelt visual narrative challenging assumptions and promoting cultural understanding. As an Emirati local, designing for this topic is a personal desire to convey the real spirit of my country.
Follow the movement on Instagram (@typecast.ae), where we encourage and engage with a broader audience, showcasing the diverse reality of the UAE.
