Client: Jumeirah Group, Dubai
Project: Live Entertainment Series at Souk Madinat & Madinat Theatre
Deliverables:
• Creative direction and strategic development
• Concept creation for multi-genre live entertainment shows
• Campaign development, including TV commercials, posters, billboards, and advertisements
• Selection and adaptation of branded and licensed entertainment concepts
• Production design for Broadway-style musicals and immersive shows
• Marketing strategy to attract both tourists and hotel guests
Solution:
Jumeirah Group engaged us to develop a captivating series of live entertainment experiences designed to attract tourists and enhance guest engagement across their three luxury hotels surrounding Souk Madinat and the Madinat Theatre.
We created a powerful campaign to promote the shows, producing TV commercials, posters, billboards, and a full marketing strategy. The entertainment lineup featured a unique blend of branded and original concepts:
• Broadway’s Fame — a vibrant musical adaptation
• A Modern Aladdin — a fresh, contemporary retelling
• The Jungle Book — an original, multi-genre production blending circus, musical elements, and theatrical storytelling
Each production was designed as a circus-musical-show hybrid, offering a dynamic mix of music, acrobatics, and immersive performance designed to captivate diverse audiences.
Impact:
The series established Madinat Theatre as a vibrant cultural hub, drawing both Dubai’s tourists and Jumeirah’s hotel guests. By blending iconic stories with innovative formats, the productions enhanced the venue’s profile while providing unforgettable, world-class entertainment experiences.
Behind the Scenes:
A glimpse into the creativity, craft, and detail that shape each unique experience — from vision to reality.
