Client: Dubai Shopping Festival, Dubai
Project: Multi-Year Entertainment & Experience Design
Deliverables:
• Creative direction and strategic consulting
• Concept development for new experiences and activations
• Design and production of fashion shows, classical concerts, and stage performances
• Creation of intimate experiences and large-scale spectacles
• Development of the highly popular Dubai Parade
• Full-scale production management, including artist coordination, crew, and logistics
• Year-round planning, design, and execution
Solution:
Our multi-year involvement with the Dubai Shopping Festival played a pivotal role in enhancing Dubai’s reputation as a global tourism, retail, and entertainment hub. Our work spanned diverse creative roles — from strategy and consulting to designing unforgettable experiences.
We introduced new formats such as fashion shows, classical concerts, ballet and modern dance performances, and engaging street theatre concepts. The iconic Dubai Parade became a major highlight, drawing crowds and media attention.
Our team, at times consisting of over 300 artists, crew, and production staff, worked extensively to design, create, and deliver these experiences — with months of preparation culminating in 30+ days of non-stop entertainment across the city during the festival.
Impact:
Our contribution elevated the festival’s cultural appeal, enhancing Dubai’s image as a vibrant, world-class destination. By blending intimate moments with large-scale spectacles, our work helped increase footfall, boost tourism, and enrich the overall festival experience — reinforcing its position as a major draw for visitors worldwide.
Behind the Scenes:
A glimpse into the creativity, craft, and detail that shape each unique experience — from vision to reality.
