Case Study P&G Dubai Festival City


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P&G brands are trusted in millions of living rooms, kitchens, laundry rooms, and bathrooms—and have been passed down from generation to generation. Over the course of 181 years, they’ve challenged convention, led innovation, and helped shape culture.


Leading multinational brands of personal care products like Unilever,
L’Oreal, Johnson & Johnson, and Proctor & Gamble were invited by
Carrefour hypermarket to:
• Revamp the complete beauty and personal care section in the hypermarket
• Make the section a ‘beautiful experience’ for consumers
• Change the overall style from the existing metal gondolas
• Implement the changes in one test store and then roll it out for the other  Carrefour hypermarkets


• Change the look from metal gondolas to white painted Medium Density Fibre (MDF) gondolas for a more premium look.
• Make the aisles look like a walkway to give the consumer an enhanced  shopping experience. Achieve this by adding curves on certain gondola blocks.
• Add LED lighting inside the shelves to highlight products and on shelf  talkers to highlight claims
• Present the entire concept in 3D design with views from different angles


Of all the designs presented, the one done by Magnus on behalf of P&G were approved.

Technical Drawings
Post approval of the 3D designs, we prepared the technical drawings for each section. Once Carrefour approved the drawings, we began production at the designated location

Location, Layout and Preparation
The Carrefour test store was at Dubai Festival City where we were allotted an empty space to install the beauty section. Based on our requirements, Carrefour organized the required electrical points and ceiling lights.

We were given seven days to complete the section installation, from 4 to 10 May 2017. There were total of four center aisles – 2 big aisles with headers and 2 podiums. We completed placement in one aisle at a time, post which we completed the alignment and electrical connections in time for the launch on the 11 May 2017.


The project was highly appreciated by both P&G and Carrefour. The hypermarket has since rolled out the same design at its locations in Ibn Batuta, Mall of the Emirates and Mirdiff City Centre.

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September 27, 2019
September 27, 2019