INSITE OOH Media Platform

With more than 100 years of craftsmanship behind it, Poltrona Frau returns to Dubai, this time positioning a Middle East exclusive across unipoles. After previously presenting their avant-garde pieces, the Italian house now leverages a limited-edition strategy to elevate its presence in the region’s most competitive luxury landscape.

The campaign employed unipoles along some of Dubai’s busiest roadways, placing the brand directly within high-visibility roads that connect business districts and luxury residential zones. The visuals focused on the exclusivity of the featured piece, presenting the chair against a restrained, museum-like backdrop that allowed its intricate textile detailing and design to take center stage. The copy reinforced this exclusive positioning, clearly marking the release as a Middle Eastern edition and strengthening the message of scarcity.

Poltrona Frau created an intentional contrast between mass reach and limited availability by pairing rarity messaging with large-format outdoor placements. The strategy signals confidence. A house founded in 1912, globally recognized for its material expertise and refined craftsmanship, does not rely on noise. Instead, it uses scale and negative space to project authority.

In doing so, the campaign transforms Dubai’s roadside inventory into a sophisticated showcase, aligning collectible design with one of the region’s most influential luxury markets.