A cart in the middle of Balenciaga

Some collaborations arrive quietly. This one was parked in the middle of a fashion house. For our collaboration with Balenciaga, a Mama Booza cart was stationed at the very centre of the brand's flagship store in Dubai Mall.

It is not the usual furniture for a luxury flagship. Between the rails and the displays sat a cart serving ice cream, and that was exactly the point. Shopping at this level is already a feast for the eyes. The cart added another dimension entirely, something to taste, something cold in the hand while browsing, a sensory layer that a store cannot achieve with lighting and lookbooks alone.

For Balenciaga, it was a way to surprise visitors inside a space they thought they knew. For us, it was a statement about where Mama Booza sits. When one of the world's most talked-about fashion houses invites your cart to the centre of its flagship, the message lands on its own.

The collaboration consolidated Mama Booza's positioning as a premium, fashion forward brand, one that belongs as comfortably beside a runway name as it does in a freezer at home. We have always believed ice cream can hold its own in any room. It turns out that includes the middle of Balenciaga.