GEMS School of Research & Innovation · Launch EventAR Uniforms for the launch of the region's most futuristic school.
GEMS SRI is the new flagship of GEMS Education — built around AI, robotics, and applied innovation. For the parent launch event, Araya partnered with Threads, the GEMS uniform division, to turn the uniform reveal into a live AR experience on the red carpet.
The Context
A flagship launch, not just a uniform reveal.
GEMS School of Research & Innovation is positioned as the most advanced school in the region — AI, robotics, neuroscience, and design woven into the curriculum. The launch event invited parents to feel that future first-hand. Every activation had to live up to the SRI promise.
The Activation
AR Uniforms by Araya × Threads.
Threads, the GEMS uniform division, wanted to reveal the SRI uniform without a single mannequin. Araya designed and operated a large-format AR Smart Mirror with Virtual Dressing on the red carpet: students and parents stepped on, and instantly saw the formal uniform and sports tracksuit on themselves — full-body, markerless, no app, no QR code.
Watch the moment
From red carpet to camera roll.
Founded by the Varkey family in 1959, GEMS Education has grown from a single school in Dubai into a global education group operating across the UAE, Qatar, Egypt, and beyond — serving more than 140,000 students from over 176 nationalities, with a community of 270,000+ alumni worldwide.
The group runs a portfolio of premium British, American, IB and Indian curriculum schools, and is consistently recognised by the KHDA as among the top-rated in the region. GEMS School of Research & Innovation (SRI) is its new flagship — a future-facing campus built around AI, robotics, neuroscience, and applied design.
Threads, the GEMS uniform division, partnered with Araya to deliver AR Uniforms for the SRI parent launch — turning the uniform reveal into a live, markerless virtual try-on on the red carpet. AR Uniforms for schools is now an Araya signature activation for launches, open days and innovation events across the region.
Event Gallery
Inside the SRI launch.
Scenes from the parent launch — the AR Uniform kiosk, the Threads reveal, and the new SRI identity in action.
Outcomes
A launch that became its own marketing campaign.
Crowd magnet
The AR kiosks held a queue from the moment doors opened — the most-photographed activation of the night.
Earned media
Parents and students shared their AR uniform reels across Instagram, picked up by the official @gems_sri channel.
Brand alignment
An innovation-first school launched its identity with an innovation-first experience — proof of the SRI promise, in action.
Bring AR Uniforms to your next event.
Perfect for uniform launches, open days, innovation labs, expos, and parent activations. Araya designs, builds, and operates the experience end-to-end.