Noore L’Atelier× AIIMS Group
Elevating an established UAE luxury beauty brand through a refined Shopify experience, premium production, platform-native content and a complete visual ecosystem.
The product was strong. The digital world needed to catch up.
Noore L’Atelier already had a distinctive luxury product, an established identity and a functioning Shopify store. AIIMS was engaged to elevate how the brand looked, felt and communicated across every customer touchpoint.
The result was a redesigned Shopify experience, refined visual application, professional studio and beach production, product photography, short-form video, creator-led UGC, social content direction and packaging quality support.
A UAE beauty brand ready for the next level.
Noore L’Atelier is a UAE-based luxury beauty brand centred on one distinctive product: Shimmer Paste.
Infused with oud, musk and vanilla, the body cream combines hydration, luminous glow and lasting scent in one ritual. The brand had a product people valued, a visual identity and an existing Shopify store. What it needed was a digital and visual world that matched its ambition.
AIIMS was not brought in to rebuild the business from zero. The job was to elevate it: sharpen the visual language, improve the Shopify experience and produce a content system capable of turning a premium product into a broader brand movement.
Strong product. Digital presence that had not caught up.
Every customer touchpoint needed to reflect the quality of the product at the same premium level.
Shopify experience
The existing store required a full experience redesign, including layout architecture, visual hierarchy, product presentation and mobile usability.
Visual identity refinement
Typography, colour application and digital art direction needed to be sharpened and applied consistently across every surface.
No production library
The brand had no complete professional photography or video library capable of supporting eCommerce, social and paid media.
Social content direction
A premium social presence required a clear content framework, multiple production environments and a blend of professional and creator-led formats.
Elevate. Produce. Activate.
AIIMS elevated every layer of the digital and visual experience — from how the Shopify store worked to what appeared in the customer’s feed.
The brand was already there. We made it undeniable.
Every creative decision began with what already existed: the gold jar, the warmth of the product and the UAE luxury context.
AIIMS refined typography application, tightened the colour hierarchy and established a consistent visual tone across digital, social and eCommerce.
This was not a rebrand. It was precision work: taking what made Noore L’Atelier distinctive and expressing it with greater clarity, confidence and consistency.
“Hydration, glow and scent in one ritual. This is the Noor ritual.”
Desktop experience · noorelatelier.com
The store redesigned for a premium brand.
The existing Shopify store was rebuilt from the inside out.
Every major section — hero, product pages, gifting and collections — was redesigned to better represent the brand’s premium positioning.
The result is a cleaner, more editorial eCommerce experience that allows the product and its ritual to lead.
View the live websiteThree production environments. One cohesive brand world.
Each environment served a different purpose inside the brand’s visual ecosystem.
Clean, controlled editorial content
Professional talent, art-directed backdrops, precise lighting, product photography and studio video.
Luxury lifestyle in a UAE setting
Natural light, sand, coastal energy and aspirational outdoor content built around the product ritual.
Authentic, creator-led social content
Platform-native creative designed to add trust and relatability alongside premium professional production.
Shot at one of the UAE’s most recognisable lifestyle locations.
The Nikki Beach production placed the brand in an outdoor coastal environment with natural light, sand and the visual energy of the UAE’s luxury lifestyle scene.
The production captured stills and video across multiple looks, from product-hold shots on the shoreline to candid, high-contrast lifestyle frames.
Clean. Controlled. Editorial.
The studio production delivered the core professional content library: art-directed model photography, precision product photography and short-form video.
Full control over lighting, colour and composition ensured that every asset represented the brand at the same premium tier across Shopify, organic social and digital advertising.
Creator-led. Social-first. Genuine.
Alongside the polished professional productions, AIIMS coordinated a dedicated user-generated content layer.
The creator content was intentionally designed to feel natural inside a social feed: handheld, authentic and platform-native rather than studio-produced.
Professional production builds editorial credibility. Creator-led content builds relatability, trust and native engagement. The two work together.
Content built for the platform it lives on.
AIIMS established a social content direction that combined polished production, lifestyle creative, product details and native creator content without losing brand consistency.
Studio content
Controlled imagery for editorial-style posts, campaign content and product storytelling.
Lifestyle content
Outdoor, tactile and aspirational location content from the Nikki Beach production.
Cinematic stills
Close-crop editorial frames built around glowing skin and the Noore ritual.
Getting the physical product right matters too.
AIIMS provided detailed quality feedback on packaging materials, finishes and presentation standards.
The team coordinated directly with suppliers to better align the physical product with the quality projected through the digital brand.
Scope clarification: AIIMS did not design the packaging or original identity. This work covered quality assurance, practical feedback and supplier liaison.
A premium brand cannot stop at the screen.
When the product reaches a customer’s shelf or arrives inside a gift set, its materials, finish and presentation must support the same promise made by the website and content.
Before AIIMS. After AIIMS.
The product was already exceptional. The transformation was in the brand’s ability to communicate that quality consistently at every touchpoint.
Before AIIMS
- Existing Shopify store without a complete experience redesign
- Visual identity applied inconsistently across digital surfaces
- No complete professional photography or video library
- No defined social content direction or launch-ready content bank
- No creator-led UGC layer
- Physical packaging not fully validated against digital positioning
After AIIMS
- Fully redesigned and elevated Shopify experience
- Refined visual system applied consistently across web and social
- Complete production library across studio, beach and product photography
- Social content direction established with first-batch content delivered
- Creator-led UGC working alongside professional production
- Packaging quality reviewed with supplier coordination completed
The people behind the work.
Delivered through the AIIMS Dubai team with specialist support across project coordination, content, video, design, development and onboarding.
Reem El Kudor
Account Manager · Project CoordinationVictoria Rangel
Social Media · Content ProductionRod Tumbaga
Video ProductionSouad Elnaghi
Social Profile OnboardingLukas Kaung
DesignerAbby El-Adib
Website Designer / DeveloperProduction credits: Photography and video produced across LUMA Studio and Nikki Beach, UAE. Project managed through AIIMS Dubai. UGC coordinated with the relevant creator.
Elevating brands that are already built to last.
AIIMS Group delivers creative production, digital strategy, performance infrastructure and brand elevation for ambitious businesses across the UAE and beyond.
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