Standalone circular event branding backdrop panel illuminated with warm accent spotlighting

For Dubai Summer Surprises 2025, Evolution partnered with Energie Entertainment on Gahwa Beats, a series delivered across ToDA, Sky Views Observatory, Dubai Mall Ice Rink, Roxy Cinemas Jumeirah and Deep Dive Dubai.


The format brought coffee culture and live music together in venues with very different identities. The design therefore needed to be compact, recognisable and operationally flexible enough to travel while still creating a strong focal point at every location.


Evolution developed a small family of functional brand objects: two coffee counters, a dedicated DJ counter and a photo-opportunity booth, each capable of supporting service, entertainment and audience engagement.

The Challenge


As the series spanned multiple venues, the experience needed to be adaptable rather than dependent on a single fixed environment. Each element had to perform consistently across immersive theatres, observation decks, ice rinks and diving venues, with every location presenting its own access requirements and operational considerations


The branded pieces also had to function under live use. Coffee service, DJ equipment and guest photography placed practical demands on surfaces, storage, cable management and sightlines.

Energetic dancers performing choreography under immersive ambient lighting during Dubai Summer Surprises event

The Solution


Evolution fabricated three custom counters with a shared visual language: two designed for coffee service and one engineered around the DJ setup. Applied event branding made the pieces immediately recognisable as part of Dubai Summer Surprises.


The counters were designed as working infrastructure and audience-facing scenery at the same time. Their proportions, finishes and branding allowed service teams and performers to operate efficiently while giving guests a clear place to gather.


A dedicated photo-opportunity booth added a participatory touchpoint, extending the activation beyond consumption and entertainment into shareable guest interaction.


Professional DJ deck hire completed the system, linking the scenic treatment with the technical requirements of the music programme across all five venues.

Delivery Highlights


  • Gahwa Beats series delivered across five Dubai locations.
  • Two custom counters fabricated for coffee service.
  • One custom counter designed to house the DJ setup.
  • Branded photo-opportunity booth for guest engagement.
  • Applied Dubai Summer Surprises branding across all elements.
  • Full professional DJ deck hire and technical support.

Outcome


Gahwa Beats gained a recognisable physical identity that could travel between dramatically different venues without losing its function or character. Coffee, music and photography were brought together through a concise set of branded elements.


The activation succeeded through portability and precision: each piece did practical work while also creating the visual centre around which the audience experience formed.

Project Ecosystem


Client:

Dubai Economy and Tourism - in partnership with Energie Entertainment


Evolution Events: Led delivery coordination with Energie Entertainment, brand application, multi-venue planning and activation support.


Evolution Scenic: Fabricated the two coffee counters, DJ counter and branded photo-opportunity booth.


Evolution Technical: Provided the professional DJ deck and associated technical support for the music programme.