Think Liquorice – Page 2 – The Media Network

Think Liquorice to launch Dr Rita Rakus treatment range

September 18, 2016/in Account win, Featured /by Emily Churchill-Owen

Think Liquorice has been appointed as the PR partner to handle the launch project for a new Dr Rita Rakus treatment range at Willow Stream Spa, in the Fairmont The Palm. Dr Rita Rakus is a celebrity skin specialist based out of Knightsbridge, London and Think Liquorice will handle all launch events for her new treatment range with the hotel spa, as well as its press launch which will take place over a three month period.

“We have a long standing relationship with Fairmont The Palm and are very excited to be working on such a unique launch,” says Zahirah Variawa, Managing Director, Think Liquorice. “The treatments that will be shortly on offer are truly remarkable and we are very proud of our association with the hotel and celebrity partners.”

Fashion Weekend

May 16, 2016/in Five Minute Focus /by Emily Churchill-Owen

Team TMN chat with Zahirah Variawa, Managing Director of Think Liquorice, to discuss this week’s Fashion Weekend event at Souk Madinat Jumeirah…

Tell us a bit about Fashion Weekend?
Fashion Weekend is a concept created by Souk Madinat Jumeirah to celebrate fashion in Dubai against the backdrop of the Souk and showcase what the venue has to offer.

Tell us about the concept behind Fashion Weekend …
Souk Madinat Jumeirah has historically been viewed as a destination to visit by tourists or guests from out of town. By working with the management team we were looking for a way to change that perception and showcase the establishment’s many other offerings to not just tourists but with a focus on residents as well. Fashion Weekend is only one of the initiatives that will allow people to see the diverse range of shopping and dining available. We also hope to grow this concept each year alongside the retail spread of the Souk. Fashion Weekend, along with other projects planned for the upcoming months, will open up the Souk to residents through collaborations and events to allow Dubai’s community to rediscover what is on offer.

What makes this event unique?
Unlike traditional fashion shows, Fashion Weekend takes place in the walkways of the Souk, as opposed to a catwalk. There will be interesting elements that bring the show to life and emphasise key components of the Souk Madinat Jumeirah brand.

Models will be interacting with the live entertainment and the guests as well. The show’s format is designed to make the clothing, as well as the event, a pop up feature during the day. Our focus is not to repeat the standard fashion show format, but rather offer a snapshot show that is fun, interactive and enjoyable without taking away from the other activities you may have planned at the Souk or in the city over the weekend.

How will Fashion Weekend be marketed differently from previous events at Souk Madinat Jumeirah?
The event marketing is focused primarily online. Thursday’s showing is aimed at press, bloggers and invited guests, but still open to the public. Souk Madinat Jumeirah receives great interaction globally across it’s social media pages and we wanted to use these events to build on that. Live feeds, video content and interactive posts before, during and after the event will be the key drivers. Souk Madinat Jumeirah is a lifestyle brand, and with that we want the events to be inclusive and enjoyable for all ages and nationalities.

It’s difficult to compare the marketing of Fashion Weekend to the marketing of previous events as it’s the first time the Souk brand is branching out and hosting events like this under it’s own banner.

Do you think it’s more difficult marketing Souk Madinat Jumeirah to UAE residents than it is to tourists and, if so, how?
I don’t believe it’s more difficult, it is just different. Tourists generally go looking for iconic locations – everything from the Arabesque architecture, style and traditional stores as well as the retail offerings within the souk. Residents are familiar with the Madinat but, given the many other choices available across the UAE market for shopping and dining, we need to work at reminding them of what’s on offer; and look to create unique experiences such as Fashion Weekend.

Can anyone attend Fashion Weekend?
Yes, it’s an informal ‘pop-up’ show in the walkway outside Costa.

How can media companies get involved in Fashion Weekend?
Easily! We love collaborating and are always open to ideas and partnerships to help build on this concept and others. To get involved, even in next week’s event, just drop the team an email at info@thinkliquorice.com

Could you tell us more about who/what we can expect to see at Fashion Weekend?
Interactive runway shows with warm and friendly models working the walkways, live entertainment with a DJ and sax player as well as a free-to-attend fashion workshop with Kelly Lundberg talking about this season’s trends and how to travel smart while looking fabulous.

Are you planning to make this an annual event?
Yes. We’re starting small and intend to build on the concept each year.

What can media visitors expect to gain from Fashion Weekend?
Fashion Weekend will allow media and influencers to rediscover the Souk through the medium of fashion. They will not only get a good overview of the retail offering on the models and the runway, but by traveling through the walkways of the food, fashion, gift and signature stores. Through exercises like these we want to open up the souk to the media and remind them that it still is one of the most beautiful shoot locations, event locations and able to offer a unique mix of culture, shopping, dining, entertaining and more. It’s one of the only theatres in the city and the entire team are keen to welcome the media to consider and utilise these spaces. Coupled with the showcase of fashion, it will make for a short and sweet but enjoyable Thursday afternoon out of the office! The media show takes place at 12pm on the Thursday, May 19.

How do you think Fashion Weekend can/will be developed in the future?
As an agency we always strive to build on everything we do. A concept like Fashion Weekend has endless possibilities for growth, extending into and including the food and beverage sectors, as well as expanding the fashion workshop into an exhibition, panel discussion or series of events – the sky is really the limit. The concept is very malleable at this stage and as we work through the first few seasons I hope it will develop into a calendar highlight and take on a personality of its own.

Think Liquorice secures Espoir

February 8, 2016/in Account win, Featured /by Michelle J Kuehn

Think Liquorice will be handling the launch of Espoir Flower Boutique in Abu Dhabi. The bespoke flower boutique is located in The Rosewood Hotel and due to launch at the end of February and Think Liquorice will be handling social media for the brand, as well as all PR upon the boutique’s opening.

“We are very excited to be working with such an exciting project from foundation phase, and look forward to introducing the region to a fresh take on floral shopping,” says Zahirah Variawa, Managing Director, Think Liquorice.

Think Liquorice secures Mercato

November 10, 2015/0 Comments/in Account win /by Emily Churchill-Owen

Think Liquorice has secured new restaurant brand Mercato by Skelmore Hospitality. Set to open in the heart of the Gate Village DIFC, the restaurant echoes traditional Italian trattorias and panificos,where quality ingredients and home-style recipes define the food. Think Liquorice will be responsible for all PR, communications and social media for the restaurant brand in the UAE.

“Mercato is all about the love of food, and so is Think Liquorice,” says Zahirah Variawa, Managing Director, Think Liquorice. “The Mercato concept is completely unique and will bring a completely unique approach to Italian food to the market. The best ingredients, incredible food and a very warm, Italian experience is what Dubai can look forward to.”

Think Liquorice secures Moda Africa

October 29, 2015/0 Comments/in Account win /by Emily Churchill-Owen

Think Liquorice has won the PR and marketing account for Moda Africa in the Middle East. Founded in Cape Town, South Africa, Moda Africa is an agency dedicated to introducing African fashion to the world. Think Liquorice will be covering all PR, marketing strategy and events for the agency, in order to promote African design talent in the region.

“This is a particularly special account as Africa holds a very dear place in our hearts,” says Zahirah Variawa, Managing Director, Think Liquorice. “I am looking forward to showing off some of the African design talent to the world and creating awareness of what the continent has to offer.”

Think Liquorice wins Noah’s Garden

October 8, 2015/0 Comments/in Account win /by Emily Churchill-Owen

Dubai-based Think Liquorice has the won the PR account for Noah’s Garden, an online baby boutique in the UAE. The store sources luxury kids wear, toys, diaper and activity brands from Australia, Europe and the USA. The agency will be handling all PR and brand strategy for the retailer, as well as the creation of marketing material including catalogues of local mums and toddlers.

“Noah’s Garden has such an incredible story behind it that we cannot wait to share,” says Zahirah Variawa, Managing Director, Think Liquorice. “Each item available has been carefully selected for mums by mums. The added benefit of working with the brand is also that we get time with some of the amazing mums and babies in Dubai, which so far has been such fun!”

Think Liquorice secures Forty Four Dubai

October 6, 2015/0 Comments/in Account win /by Emily Churchill-Owen

Think Liquorice has secured the PR account for Forty Four Dubai, a French bistro with a Belgian twist located on the 44th floor of the Warwick Hotel on Sheikh Zayed Road, Dubai. The agency will be handling PR and brand strategy for the restaurant, as well as supporting the internal team with social media.

“Food is aways close to our hearts and as an agency we love taking on new food brands and discovering their flavours,” says Zahirah Variawa, Managing Director, Think Liquorice. “Forty Four has a very unique spin on the bistro dining experience and their food tastes beautiful and authentic.”

Megan Hess re-signs Think Liquorice

October 4, 2015/0 Comments/in Account win /by Emily Churchill-Owen

Fashion Illustrator Megan Hess has signed Think Liquorice for a second year to launch her latest book, Coco Chanel: The Illustrated World of a Fashion Icon. Best known for her illustrations for Candace Bushnell’s Sex and the City novel, Megan has since designed work for luxury brands such as Chanel, Louis Vuitton and Dior. Think Liquorice is the exclusive event partner for Megan’s latest release and will look after all the launch events and PR for the Megan Hess brand in the region.

“We are honoured to represent Megan Hess and her incredible work for a second year,” says Zahira Variawa, Managing Director, Think Liquorice. “This brand still gives us butterflies when we look at Megan’s creations and we love that we have the opportunity to bring this to life for the Middle East market.”

Think Liquorice welcomes Felicity Stokes

May 10, 2015/0 Comments/in Movers & Shakers /by Emily Churchill-Owen

Felicity Stokes has joined Think Liquorice as Brand Manager. Having moved to Dubai in 2014 with a degree in Art History and a background in business, Felicity will bring with her a unique combination of strategic and creative thinking to the boutique brand building and communications agency.

In her new role as Brand Manager, Felicity will manage Think Liquorice’s clients needs across their accounts. She will also work with the strategic team to build and create niche concepts and events.

“I’m really excited to join the Think Liquorice team,” says Felicity. “I love how unique and interesting their brands and projects are, and I look forward to getting stuck in creatively, and contributing to the fantastic work Think Liquorice does.”

Think Liquorice signs Souk Madinat Jumeirah

May 6, 2015/0 Comments/in Account win /by Emily Churchill-Owen

Dubai-based Think Liquorice has secured the PR account for Souk Madinat Jumeirah. The boutique brand management and communications agency will cover all PR, marketing and communications in the Middle East for the iconic location.

Souk Madinat Jumeirah, part of luxury resort Madinat Jumeirah, is a landmark destination in Dubai offering visitors a variety of shopping and dining destinations.

“Souk Madinat Jumeirah is a brand that offers such a rich and diverse experience,” says Zahirah Variawa, Managing Director, Think Liquorice. “I’m very excited to bring that sparkle to life for residents and tourists. There have been many great changes in terms of the retail and dining, and it’s simply a case of showing that off.”

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