Nagwa Shines Bright.
Hueman Form's winter pop-up for Nagwa, built around a deconstructed carousel: glowing kiosks, a coffee cart, kashta-style seating and a wishing well, under the line شبينا ضو نقوة, which the entry renders as 'Nagwa Shines Bright' (literally 'we've lit Nagwa's fire').
- Brand
- Nagwa
- Agency
- Hueman Form
- Market
- Saudi Arabia
- Region
- Saudi Arabia
The challenge
The brief was seasonal. The entry describes the 'Nagwa Winter Experience' as 'a whimsical reinterpretation of Arabian winter festivities' that draws on desert gatherings, campfires and coffee, and that reflects 'Nagwa’s identity and seasonal spirit'.
The idea
Hueman Form, whose co-founders Alanoud Al-Sahhaf (interior design) and Lujayn Abu Shal (graphic design) are credited on the entry, built the space around a winter carousel, 'a symbolic vehicle that carries visitors between reality and fantasy'. It had three attractions: a coffee cart, seating inspired by the kashta, the Gulf's winter outings to the desert, and a wishing well where guests share their hopes and dreams. The line plays on light as both festive illumination and the warmth of a campfire. The entry's photos show carousel-style kiosks branded 'nagwa نقوة', strung with lights and star shapes.
Case study source: MUSE Creative Awards Source ↗
Awards
- MUSE Creative Awards 2026Experiential & Immersive - Pop-Up ExperienceGold
- MUSE Creative Awards 2026Experiential & Immersive - Interactive Outdoor EventGold
Credits
- Co-founder and interior designer, Hueman Form
- Alanoud Al-Sahhaf
- Co-founder and graphic designer, Hueman Form
- Lujayn Abu Shal
