Gumball

Experiential Pop-Up Design & Mobile Activation

The GUM Ball Activation Tour was a vibrant and high-energy traveling experience that made its way through major MAF City Centers across the UAE. Created to spark joy, engagement, and community connection, the pop-up featured interactive installations, games, giveaways, and brand-led experiences designed to capture attention and leave a lasting impression. The activation kicked off at City Center Mirdif, where it welcomed visitors with 8 days of colorful interaction. It then made its way to City Center Deira, continuing the momentum with fun challenges and crowd-drawing entertainment. The journey concluded with a spectacular 20-day run at Zahiya Mall, offering families and mall-goers a chance to experience GUM Ball’s signature energy on a grand scale. Despite tight timelines and a multi-location rollout, the execution remained flawless—demonstrating our team’s commitment to quality, flexibility, and memorable brand experiences. The GUM Ball Activation served not only as entertainment but also as a case study in experiential marketing done right, blending mobility, design, and community interaction in one playful campaign.

Name:

GUMBALL Activation Tour – MAF City Centers

Services:

Experiential Pop-Up Design & Mobile Activation

Locations:

Overview:

▾ City Center Mirdif Launch

8-day activation with dynamic brand visuals and modular setup
Fast-paced installation with on-site interactive elements and gamified experiences

▾ City Center Deira Expansion

Maintained core design elements while tailoring activities to venue flow
Delivered consistent branding and seamless transition between sites

▾ Zahiya Mall Finale

20-day high-traffic experience with full engagement
Served as the campaign’s longest and most immersive phase

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Results:

Reached thousands of shoppers and families across three major malls

Delivered a joyful, shareable experience that generated organic buzz

Completed full rollout on-time across all venues despite fast production timelines

Strengthened brand presence and increased community interaction for GUM Ball

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Gumball | Multi-Location City Centre Mall Activations

Project Overview:

OP3 Global managed the complete design, fabrication, and multi-location rollout of the high-energy Gumball brand activations across major Majid Al Futtaim City Centre malls. The activation required high durability and fast build-up times across multiple locations.

Design & Execution:

To support a fast-paced retail campaign, we engineered a modular, highly durable activation setup. The entire structure was built to withstand the heavy foot traffic of busy family shopping malls.

Modular Pop-Up Engineering
We engineered modular, lightweight structural frames that could be rapidly assembled and dismantled overnight, allowing our logistics team to transport and deploy the activation across multiple malls seamlessly.
Interactive Play Zones
The activation incorporated custom-molded fiberglass props, colorful custom floor graphics, integrated gaming consoles, and custom-lit archways to create an incredibly engaging, interactive playground for mall visitors.

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