Etihad Airways — Inaugural Flight Activation & Mall Pavilion, Tunis

EFFECT delivered this event project in Tunisia — Azur City Mall, Tunis, combining creative design, technical execution, and operational excellence to create a high-impact brand experience.

01 — Challenge

What We Were Asked to Solve

To celebrate Etihad Airways' inaugural flight from Abu Dhabi to Tunis, we were tasked with developing and producing a premium marketing activation at Azur City Mall alongside a hotel event, both designed to engage the Tunisian public with this milestone announcement. The activation had to fully reflect Etihad's prestigious brand identity and world-class standards, while delivering VIP-level production quality, accurate guest flow, and immersive experiences for a large and diverse mall audience. The entire project, from concept to execution, had to be completed in just two weeks, making the timeline one of the most defining challenges of this event.

02 — Solution

How We Delivered It

The activation occupied a 49 sqm open-plan space, accessible from all four sides, thoughtfully designed to merge Etihad's premium brand identity with Tunisian and Emirati heritage. Backlit cutout logos, premium lightboxes with high-quality printing, and heritage-inspired counters displaying gifts and giveaways set the tone of the space. A dedicated kids' colouring zone made the experience inclusive for all ages. The undisputed highlight was an immersive airplane tunnel at the heart of the pavilion — designed to evoke an aircraft boarding gate, complete with aviation-inspired flooring and destination windows showcasing routes now accessible from Tunisia via Etihad. Inside, an instant Polaroid photo booth allowed visitors to choose their favourite destination as a backdrop and walk away with a printed keepsake. On the exterior, interactive airplane windows challenged visitors to identify destinations, with correct answers rewarded with exclusive Etihad gifts. The entire space maintained Etihad's signature colour palette, premium lighting, and a clean, refined aesthetic. The pavilion was entirely produced in-house by our team in just 10 days, with full installation completed overnight in 8 hours, while maintaining the highest standards of professionalism, safety, and quality.