For the launch of the INEOS Grenadier in the UAE, the goal was to introduce the brand through a bold, credible pop-up experience. We positioned the Grenadier as an underdog in a region dominated by established 4×4s, allowing strength and capability to be revealed rather than announced. Using the existing brand as our foundation, we expanded its visual language into a mini showroom at Dubai Design District, Using shadow and smoke to suggest a quiet challenger, and bold orange striped forms to express power, confidence, and intent. Worked on it with The Hanging House