Viral vs. hidden gems: What was worth the hype at e& MOTB 2025?

You know we had to check it out!

A neon wonderland like no other, e& Market Out of The Box (MOTB) has solidified its status as a must-see event during the Dubai Shopping Festival. Hosted at Dubai Design District, this free-to-enter outdoor market is a feast for the senses, offering vibrant shopping, dining, and entertainment that keeps social media buzzing every season.

But what really stood out this year? While some attractions captured viral fame, were the hidden gems the real showstoppers? We’ve scouted, sampled, and explored it all—here’s what made MOTB 2025 unforgettable.

Viral: Beauty Bloc

Crowds mill around the Fenty Beauty pop-up at the Beauty Bloc at e& e& Market Out of The Box.Tamanna Sajeed

Big brands, free treats, and serious crowd appeal.

If you’re a fan of beauty products (or just freebies), Beauty Bloc was the place to be. Iconic names like Huda Beauty and Benefit Cosmetics dominated the scene, with highlights like a pink padel court offering free play. Fenty Beauty took it up a notch with free popcorn, cotton candy, and interactive games, while Drunk Elephant added its playful touch to the mix.

Pro tip: It gets packed, so visit early to beat the crowds!

Hidden gem: Geraldine

Geraldine, a Y2K-inspired accessories store at the e& Market Out of The Box in Dubai Design District.Tamanna Sajeed

TikTok-worthy accessories with a personal touch.

Nestled along MOTB’s bustling thoroughfare, Geraldine is a treasure trove of Y2K-inspired jewelry, sunglasses, and quirky trinkets. While many items are sourced from Korea and Thailand, the store’s simpler pieces are handmade by the owner and her adorable nine-year-old daughter. Perfect for completing your Insta-worthy outfit!

Viral: Humm Crumbs

A pistachio kunafa crumble custard dessert from Humm Crumbs, a viral London bakery that has two pop-ups in Dubai.Tamanna Sajeed

A dessert worth sharing (seriously).

Hailing from London, Humm Crumbs made waves with its crumbly custard desserts. We sampled the pistachio kunafa flavor with a chocolate cake base—rich, sweet, and balanced by the warm, eggy custard.

Warning: The portions are massive. Sharing is caring!

Hidden gem: The Vibe Room

The Vibe Room, a small space beside a clothing store at the e& Market Out of The Box in Dubai Design District.Tamanna Sajeed

A secret disco experience you didn’t know you needed.

Blink and you’ll miss it—a nondescript wall beside a clothing store conceals The Vibe Room. Push the wall to enter a mirrored space decked out with funky stickers and a big button. Press it, and voilà—a disco ball descends, pink and blue lights flash, and ABBA’s Voulez-Vous kicks off.

Why is it here? Who knows. But it’s ridiculously fun.

Best overall experience: Carpool karaoke

A refurbished 1959 Chrysler Windsor doubling as a karaoke booth at the e& Market Out of The Box in Dubai Design District.Tamanna Sajeed

It’s totally out in the open, but not enough people are talking about this one!

In true neo-vintage style, MOTB features a refurbished 1959 Chrysler Windsor that doubles as a karaoke booth. Gather your friends, sing your heart out, and leave with a recorded video as the ultimate keepsake.

If any of these sound like your vibe, there’s still time to visit! MOTB runs until Jan. 12, so whether you’re chasing fun in the sun or a photo-perfect backdrop, this year’s event has something for everyone.