KFC Muse at JBR

The brief

KFC opened the world's first KFC Muse store on the JBR promenade in Dubai, and brought Praxis on to launch it. The opening had to work twice: for leadership, press and guests in the afternoon, and for creators and their audiences by night.

One day, two launches

4 to 6 PM, the inauguration. Guests arrived along a red carpet from the promenade, checked in with LED wristbands and gathered for leadership speeches on the store's staircase.

4:45 PM, the reveal. Two LED screens on rollers kept the store front closed until a countdown, then rolled apart to open the store.

6 to 8 PM, the creator evening. The store turned into a party for influencers and lifestyle guests, with DJ Tala Samman on a U-shaped LED stage.

Firas Kazma, 1.2M followers · Social Kandura, 125K followers · Bhavninder Sanghera, 106K followers

Things guests made and took home

• Photo booth: KFC-branded photo strips printed on the spot.
• Kwench engraving: reusable tumblers engraved with initials while guests waited.
• Bucket hats: red bucket hats laser-engraved with each guest's initials, up on the mezzanine, so guests explored the whole store on the way.
• Food showcase: KFC MIX'D and Kwench to try at the long red counter.
• Entry gifts: rooster headbands at the door and goodie bags to take home.

An invite you had to decode

Before the launch, 35 creators received a PR kit: an A3 invite in a bucket-shaped envelope, with the details written in invisible ink and a UV light pen to reveal them. The unboxing became the first wave of content, with creators sharing stories ahead of the night.

What it delivered

29 creators attended with 18 plus-ones, bringing a combined Instagram following of more than 2.6 million. Across launch week they shared 104 Instagram stories, 16 posts and reels from 12 creators, and 3 TikToks.

Loai Moustafa, 74K followers · Asad Reyan, food creator · Desiree Leoren, 17K followers

Reach is the creators' combined followers, the potential audience, not unique views.