The world of luxury just got a little more irreverent. The Gstaad Guy (Instagram), known for his satirical takes on high society, is bringing his unique charm—literally—to the Middle East with Poubel (Instagram), his modular jewelry brand. Now available exclusively on Ounass (Instagram), Poubel offers a new take on self-expression with a collection of whimsical, customizable charms.
To celebrate its regional launch, Poubel is hosting an immersive pop-up at The Space, ICD Brookfield Place in Dubai until February 17. This experience invites visitors to step into the brand’s playful world, where creativity meets craftsmanship in a one-of-a-kind jewelry customization event.
Poubel’s charm lies in its endless possibilities. With over 100 sterling silver charms and pendants, customers can mix, match, and create their own accessories—from bracelets and necklaces to handbags and even dog leashes. Each piece is designed to be as unique as the person wearing it, allowing for infinite personal expression.
The pop-up will feature a by-appointment charm customization bar, where guests can curate their own designs with guidance from experts. And because no luxury experience is complete without a little indulgence, visitors can sip on matcha while shopping exclusive Poubel merchandise, including seven graphic tee and hoodie designs inspired by The Gstaad Guy’s signature humor and pop culture references.
For those unfamiliar, Poubel is rooted in The Gstaad Guy’s satirical worldview. Known for poking fun at the quirks of the ultra-wealthy, he describes Poubel as an homage to life’s absurdities—because, as he puts it, “Those who know, will know… and those who don’t, won’t.”
Launched in August 2024, Poubel embraces this playful spirit through a charm-based system that encourages creativity and individuality. With each charm, wearers can craft a story, celebrate an inside joke, or simply add a touch of personality to their style.
Whether you’re looking to add a little irreverence to your jewelry collection or just want to immerse yourself in The Gstaad Guy’s world, the Poubel pop-up in Dubai is not to be missed. Step in, create, and embrace the absurdity of luxury.
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