MUSE, the Chalhoub Group’s homegrown Loyalty Programme hosted its much-anticipated, luxury experience, House of MUSE on the 16th and 17th March 2021. This highly curated event with a selection of products and exclusive collections was showcased to VIP members and Key Opinion Leaders from the city. The House of MUSE concept is a unique retail experience, filled with hand-picked, regional and international brands, to satiate the region’s hunger for affluent, designer and emerging fashion, beauty, skincare, fragrance & lifestyle brands.
Coveted fashion brands including Salvatore Ferragamo, Kenzo, Aquazzura, Etro, TODS, Etoile La Boutique and more, along with beauty and fragrance brands L’Occitane, Kilian Paris, Molton Brown, Nars and Bobbi Brown as well as Chalhoub’s homegrown concept brands, Level Shoes, Tryano, Faces and Tanagra showcased exclusive collections at House Of MUSE, creating an experience that was every bit as luxurious and unique as the MUSE Loyalty Programme itself.
The private event which was themed around Illusion and Discovery was hosted within a private villa at Raffles, The Palm over two days of brand-immersive experiences, fashion trunk shows and beauty and spa services, to ensure that guests enjoyed a memorable, one-of-a-kind experience. An elegant luncheon on the lawn was served on both afternoons, with a live music ensemble and catwalk which helped exude an elevated ambience. The event was attended by over 150 high profile women including MUSE top members, key opinion leaders from the region including Lina Samman, Rosemin Manji and world-renowned artist, Nat Bowen as well as media from across the city.
We are extremely proud to have hosted our very first edition of House Of MUSE, where we were able to give back to, and appreciate our members through an exclusive, one-of-a-kind experience, said Carla Zaroubi Daaboul, Head of Brand Partnerships & Experiences at MUSE. Our top tier members had a sneak peek of some incredibly limited collections, as well as took part in some wonderful beauty and fragrance experiences. As a team who puts our members at the heart of everything we do, we were honoured to delight them, and more so, interact with them and learn how we can further tailor their MUSE experience.
Guests had access to a selection of specially curated fashion and beauty-inspired experiences and activities including:
- Scent customization where invitees were encouraged to create their own, signature perfume
- A personal style profile lead by style extraordinaire, Rana Saab and her expert team
- A Fashion Presentation showcasing the SS/22 collections, choreographed by UAE Theatre & Fashion Director, Kevin Oliver
- A gourmet luncheon served on luxury porcelain, crystal and silverware provided by Tanagra
The MUSE Loyalty Programme holds an elevated status when it comes to loyalty programmes, in its particular uniqueness, where it offers members access to both memorable and tailored experiences, of which both characteristics held true at the first, exclusive House of MUSE event. This showcase allowed MUSE to tangibly deliver on yet another promise of providing its members with an elevated, VIP experience within a rewards programme.
