Every year, the world’s most prestigious horse race takes place at the Meydan race course. The Dubai World Cup is an event in which high-profile figures in the global equestrian industry and Dubai’s royal family come together with other VIPs to celebrate this billion-dollar spectacle. The question is: How can we truly excite such a demanding audience with a welcome reception that goes one step further?
Easy: Transform every touchpoint into a brand experience that excites, surprises, inspires, amazes, and connects 1,200 people from around the world, including the royal family. We developed a most detailed creative concept for Meydan, one that would provide unique experiences for every guest.
The concept included a spectacular 20-minute show on four floating stages above the lake of District One in Dubai, bringing together cutting-edge technology, emotional storytelling, inspiring screen content, and a grand finale with fireworks covering the entirety of District One. The ultra-premium setup also included food and beverage ideas like 3D printed desserts and a water sommelier which, in combination with the groundbreaking entertainment, left our guests fascinated by Dubai’s visionary spirit.
