Curtain Drop Reveal for Ulta Beauty – Al Shaya Group

Client: Al Shaya Group
Brand: Ulta Beauty
Location: The Avenues Mall, Kuwait
Date: June 16, 2025
Project Type: Large-Scale Curtain Drop Reveal

The Brief

PJR Group was selected by Al Shaya Group to design and execute a bold and impactful reveal moment for the launch of Ulta Beauty at The Avenues Mall in Kuwait. The objective was to deliver a high-visibility activation that would engage the public and amplify excitement around the brand’s arrival in the region.

Our Solution

As a full-service advertising and production company, PJR Group handled every aspect of this activation:

• Curtain Drop Mechanism
  We engineered a large-scale curtain drop system using blackout satin fabric attached to a custom aluminum frame. The system was motorized, allowing for smooth rotation and a seamless drop to unveil the branding underneath. The mechanism was designed for reliability, safety, and dramatic effect.
• Printing & Branding
  In addition to the mechanical reveal, we also produced the “Coming Soon” advertisement sticker displayed behind the curtain. This ensured the brand’s message was delivered clearly and consistently as part of the overall presentation.
• Event Management
  Our team coordinated logistics, conducted site inspections, and managed the on-site setup at The Avenues Mall. Pre-event testing and safety checks were conducted to guarantee flawless execution on the day of the reveal.

The Result

The curtain dropped on schedule, unveiling the Ulta Beauty branding in a powerful moment that captured the attention of mall visitors and passersby. The client was thrilled with the execution, and the activation successfully built anticipation for the upcoming store launch.

Let’s Create Your Next Big Moment

PJR Group specializes in creating bold, memorable brand activations that deliver real impact. If you’re planning a product launch, store opening, or high-profile reveal, we’re here to make it unforgettable.

Contact us today to get started.