Tasked with launching TOUS's new brand identity in Riyadh through an unconventional basement event, the team needed to generate significant buzz while working with the cryptic teaser "What's happening soon in Riyadh?" This required careful balance of mystery and engagement to attract the right audience.

Transformed an underground space into an immersive brand experience, featuring a dynamic DJ performance and stunning audiovisuals. The team constructed an innovative bus waiting area complete with a stage and LED screens, while enriching the space with interactive elements including instant tattoos, nail art stations, and engaging photo opportunities.