Positive vibes: Mazaya and Dubai Duty Free partner for pop-up shisha mini-lounge

Tobacco company Mazaya aimed to offer travellers a memorable experience with a pop-up mini-lounge at Dubai International in January.

The lounge was located inside the Dubai Duty Free store in Concourse D. It featured two first class-style reclining chairs and curved screens which offered privacy and comfort.

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A trained hostess presented Mazaya’s range of shisha tobacco products to shoppers, who could also have a photo of themselves taken using the lounge. The photo was then presented in a branded ‘Wish I could shisha in the sky’ frame.

Travellers who shared their souvenir picture on social media using the hashtag #mazaya were entered into a draw to win a premium Mazaya hookah and shisha set.

“Our Mazaya Shisha pop-up in Dubai Duty Free was intended to give shoppers a fantastic, memorable experience which they could share with friends,” said Mazaya Brand Manager Rawan Elayan.

“Shisha is very on-trend in many European and American locations which gave this activation a really positive vibe. Sharing the souvenir photo gets more people to engage with the brand and ties into the all-important Sense of Place in the airport.”

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Elayan said Mazaya was already in discussions with other airports to recreate the pop-up lounge elsewhere.

Mazaya launched in 2010 and is part of Amman-based tobacco company Alzawrae. It introduced a portable shisha product in travel retail with Dubai Duty Free earlier this month.

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