Prada Mode returned for its eighth edition as a travelling social club combining contemporary art, music, dining and conversation. Hosted at ICD Brookfield Place in Dubai, the two-day programme centred on a new edition of Damien Hirst’s Pharmacy.

Kennedy London appointed Evolution to realise the artist’s concept within the landmark venue.

The task was to transform the space into an immersive cultural environment where the artwork, hospitality and social experience operated as one connected experience rather than separate event components.

The space needed to operate as a bar, dining setting, discussion venue and cultural installation, with every surface and object contributing to the recognisable world of Pharmacy.

The Challenge

Damien Hirst’s concept relied on a highly controlled visual identity. Medical references, bold surfaces, lighting, furniture and suspended artwork needed to be integrated with precision so the environment felt intentionally designed rather than a collection of individual production elements.

The installation also had to be delivered within an existing premium venue featuring eight-metre columns and complex overhead conditions. Safe rigging, accurate scanning and close coordination with lighting designers and project supervisors were essential to protect the artwork, maintain the architectural integrity of the space and achieve the intended creative vision.

The Solution

Evolution carried out a comprehensive ceiling scan to support the safe and precise rigging of artwork and artificial track lighting, working with FARO Studio and under the supervision of VCA Projects, the approach provided the technical confidence required to integrate suspended elements within the existing venue structure.

A custom central bar became the focal point of the social environment, supported by bespoke comfort furniture designed to encourage dining, conversation and evening interaction. The layout allowed the space to transition naturally between hospitality, cultural engagement and entertainment.

The visual identity of Pharmacy was extended throughout the venue through a life-sized medical display cabinet, transparent printed vinyl applied to the glazing and wallpaper wrapping across the eight-metre circular columns. These interventions transformed the existing architecture into an active part of the installation rather than a backdrop.

A miniature DNA molecule fabricated in Styrofoam created a suspended centrepiece above the guest environment, reinforcing the medical and scientific references that defined Pharmacy while adding a distinctive visual feature to the space.

Delivery Highlights

• Two-day Prada Mode cultural and hospitality programme at ICD Brookfield Place.
• Comprehensive ceiling scan supporting artwork and track-light rigging.
• Custom-built central bar and bespoke comfort furniture.
• Life-sized medical display cabinet interpreting the Pharmacy concept.
• Printed transparent vinyl and specialist wallpaper across the venue architecture.
• Suspended miniature DNA molecule installation.
• Coordination with Kennedy London, FARO Studio and VCA Projects.

Outcome

The venue was transformed into a fully realised edition of Pharmacy, where the bar, furniture, medical references and suspended installation worked together as part of one cohesive environment. Guests experienced Prada Mode as a cultural and social setting rather than a traditional event space with artwork added around it.

The success of the environment came from the integration of creative intent and production detail. Detailed scenic craftsmanship allowed a complex artistic concept to function naturally across dining, discussion and evening programming while preserving the distinctive visual identity of the installation.

Project Ecosystem

Client:

Kennedy London

Evolution Events: Supported programme coordination, venue integration and delivery alignment with Kennedy London and the wider Prada Mode schedule.

Evolution Scenic: Led the scenic realisation, ceiling survey, central bar, medical cabinet, column treatments, window graphics and DNA installation.

Evolution Furniture: Delivered the confirmed bespoke comfort-furniture package supporting dining and conversation.

Evolution Technical: Supported the confirmed artwork-rigging and artificial track-lighting integration within the venue environment.

Victoria's Secret launched a new fragrance in Dubai in 2021 through an activation designed for media and influencers before opening to the wider public over the weekend.

Evolution used the product itself as the creative source. The perfume bottle's silhouette, the fragrance finishes and its visual mood were translated into video, projection, drapery, graphics and decorative details throughout the boutique.

The experience operated at two scales: an immersive retail environment that brought guests close to the product, and an opening-night projection on the Burj Khalifa that gave the launch a citywide moment of visibility.

The Challenge

A boutique has limited space and an existing retail identity, so the activation needed to feel transformative without preventing the store from functioning. The design also had to retain its polish when the audience shifted from invited media and influencers to public visitors.

Digital features, projection and decorative treatment needed to express the fragrance coherently rather than competing for attention. The Burj Khalifa moment introduced an additional layer of technical and content coordination beyond the store itself.

The Solution

Evolution designed custom video walls in the silhouette of the perfume bottle, creating an immediate product reference and a central moving-image feature within the boutique. The form made the technology part of the fragrance identity rather than a generic screen installation.

Graphic projection, signage and decorative elements extended the product language across the store. Dramatic drapery added depth and softness, while smaller visual interventions maintained an elegant and consistent mood around the retail environment.

For the exclusive opening night, Evolution coordinated a dedicated projection on the Burj Khalifa. The landmark moment expanded the launch beyond the boutique and provided media and influencers with a powerful public expression of the product reveal.

The activation remained in place for the public weekend, allowing a broader audience to experience the same design story while the boutique continued to operate as a retail space.

Delivery Highlights

• Immersive fragrance launch for media, influencers and the public.
• Custom video walls shaped around the perfume-bottle silhouette.
• Graphic projection, signage, drapery and decorative treatment.
• Creative direction based on the product's finishes and visual identity.
• Special opening-night projection on the Burj Khalifa.
• Public activation retained across the launch weekend.

Outcome

The launch made the fragrance physically recognisable before guests encountered it as a product. Its silhouette, texture and mood were present throughout the boutique, creating a coherent path from visual discovery to retail engagement.

The Burj Khalifa projection gave the opening night a memorable external moment, while the public weekend extended the experience beyond the initial invited audience without diluting its sense of glamour.

Project Ecosystem

Client:

Victoria’s Secret 

Evolution Events: Led creative development, brand interpretation, public and influencer journey, Burj Khalifa coordination and activation management.

Evolution Scenic: Produced the bottle-shaped video-wall surrounds, signage, drapery and decorative retail environment.

Evolution Technical: Delivered the video walls, graphic projection and technical coordination for the Burj Khalifa projection.

In December 2021, Expo 2020 Dubai introduced Xmas at Expo 2020 as part of its festive visitor programme.

Evolution delivered the project as a large-scale Christmas environment, combining scenic build, seasonal design, theming and vendor management across the live Expo site.

The creative opportunity was to establish a recognisable festive atmosphere within an operating global Expo, ensuring that seasonal storytelling felt integrated with the wider visitor experience rather than appearing as a temporary layer added to the site.

The Challenge

The environment needed to work for a diverse international public while remaining appropriate to the scale, architecture and daily operating conditions of Expo 2020 Dubai.

Vendor activity, scenic installation and themed elements also had to be coordinated within a live destination. The experience could not interrupt pavilion access or reveal the complexity required to install and maintain it.

The Solution

Evolution connected the scenic build and theming through one seasonal design direction, allowing separate features to contribute to a shared festive atmosphere across the visitor environment.

Physical elements were planned around public circulation and dwell, giving families and visitors recognisable points of interest while maintaining clear movement through the operating Expo site.

Vendor management formed part of the creative delivery process. Installation responsibilities, finishes and handovers were coordinated so the completed environment felt consistent despite involving multiple contributors.

Live-site planning aligned scenic works with access controls and operating requirements, helping the seasonal experience remain visually complete while the wider destination continued to function.

Delivery Highlights

• Festive visitor environment delivered at Expo 2020 Dubai in December 2021.
• Full scenic build, design and seasonal theming.
• Large-scale Christmas environment for Expo visitors.
• Central management of multiple vendors and installations.
• Planning around public circulation and live-site operation.
• Integrated seasonal identity across the completed environment.

Outcome

Xmas at Expo 2020 gave the global destination a clearly recognisable festive chapter. Visitors encountered a coherent seasonal environment rather than a collection of unrelated Christmas features.

The consistency of the public experience came from connecting design, scenic delivery, vendor management and live-site coordination within one programme.

Project Ecosystem

Client:

EXPO 2020

Evolution Events: Led seasonal design coordination, vendor management, visitor-experience planning, live-site delivery and overall project management.

Evolution Scenic: Delivered the confirmed full scenic build, themed environments and installed seasonal features.

Evolution Technical: Provided full AVL solutions around the full installation blending seamlessly into the environment.

Additional Project Support:

Evolution Furniture - Evolution Site Services

Santa’s Sustainable House formed a centrepiece attraction of Winter City 2023 at Expo City Dubai, combining a familiar festive attraction with the city’s commitment to responsible living.

The creative proposition was deliberately simple: sustainability should be experienced through the magic of Santa’s world rather than presented as a separate educational message.

Evolution designed and constructed an immersive house in which elves, workshop activity, interactive moments and eco-conscious details allowed families to encounter practical ideas within a playful seasonal story.

The Challenge

Environmental education can feel disconnected from a festive family attraction when information is added as signage after the experience has been designed. The content needed to influence the setting, activities and guest interaction from the beginning.

The house also had to operate as part of the wider Winter City narrative. Its identity needed to feel distinctive while remaining visually and spatially connected to the larger seasonal destination at Expo City Dubai.

The Solution

Evolution designed and constructed Santa’s House using sustainable materials and eco-conscious elements aligned with Expo City’s wider values.

The interior was developed as a fully staged workshop populated by jolly elves. This made sustainable practices part of the action and storytelling rather than a formal lesson delivered outside the festive experience.

Interactive moments invited visitors to participate, giving families a direct relationship with the themes being introduced while preserving the joy and whimsy expected of a Santa attraction. The architecture, décor and programme were integrated with the wider Winter City environment, allowing the house to function as one chapter within the complete seasonal visitor journey.

Delivery Highlights

• Centre piece attraction within Winter City 2023 at Expo City Dubai.
• Santa’s House designed and constructed using sustainable materials.
• Fully staged immersive workshop with live elf characters.
• Interactive experiences introducing practical sustainability ideas.
• Festive storytelling developed around environmental responsibility.
• Visual and operational integration with the wider Winter City narrative.

Outcome

Santa’s Sustainable House made environmental learning feel natural within a festive family experience. Children and adults encountered the ideas through character, activity and atmosphere rather than stepping outside the story to receive information.

The completed attraction retained the warmth and imagination of Santa’s world while giving Expo City’s sustainability commitment a visible and engaging seasonal expression.

Project Ecosystem

Client:

EXPO City

Evolution Events: Led the experience concept, family journey, activity integration, character programming and Winter City coordination.

Evolution Scenic: Constructed the sustainable house, immersive workshop, themed décor and physical interactive environment.

Evolution Furniture: Delivered the furniture, décor staging and finishing details throughout the house.

Additional Project Support:

Evolution Technical

The Youth Tolerance Rally brought young people together in Abu Dhabi for a combined conference and team-building experience celebrating the UAE's cultural diversity and commitment to inclusion.

Evolution had two days to develop the concept and five days to produce the event. Within that compressed period, the team needed to create an experience that felt immediate, energetic and emotionally clear to a youth audience.

The central idea was collective action. A giant banner held across the participants turned unity from an event message into something the audience physically created together.

The Challenge

The short timeline required concept development, production planning, supplier mobilisation and live preparation to happen in rapid succession. The event also needed enough visual and emotional energy to connect with a passionate youth audience while ensuring the theme was expressed through meaningful connection rather than surface level decoration.

Conference content, team-building, live artists and music performances had to build towards a shared participatory moment, making programme rhythm as important as the physical environment.

The Solution

Evolution developed the giant banner as the rally's principal symbol. Its scale required coordinated handling across the audience, turning participants into active contributors and creating a visual expression of different people supporting one shared idea.

The wider environment combined conference and team-building requirements with live artists and music bands. Performances gave the programme momentum and emotional variation, helping the event move from discussion into celebration and collective action.

With only five days to deliver the experience, Evolution coordinated design development, supplier management and onsite execution through a focused production process. This ensured the creative intent was maintained while managing the practical requirements of a large-scale participatory event.

The final experience used scale, music and audience involvement to make the values of tolerance and inclusion visible rather than leaving them as statements on a stage.

Delivery Highlights

• Two-day concept period followed by a five-day production timeline.
• Combined conference and team-building experience for a youth audience.
• Giant shared banner as the principal symbol of unity and diversity.
• Live artists and music bands integrated into the programme.
• Audience participation coordinated around a collective visual moment.
• Full production management from concept through onsite delivery.

Outcome

The rally gave young participants a direct role in expressing the values at the centre of the event. The giant banner created a moment that depended on cooperation, while music and performance gave the programme the pace and emotion of a public celebration.

Tolerance was experienced through participation, not only discussed, giving the event a clear image and shared memory within a short delivery period.

Project Ecosystem

Client:

Crown Prince Court

Evolution Events: Led concept development, programme planning, artist and band coordination, supplier management, team-building activity and live delivery.

Evolution Scenic: Produced and integrated the giant banner and supporting event-environment elements.

Additional Project Support:

Evolution Furniture - Evolution  Technical

Monster Jam brought its monster-truck performance to the Liwa Desert for two days on 27 and 28 December 2023. Evolution partnered with Proactive to design and deliver the temporary event environment around the show.

The central idea was visibility. Spectators needed clear views of the truck action, VIP guests required a premium elevated experience, and the operational compound needed enough infrastructure to support heavy machinery, guest services and performance activity in a remote desert location.

Evolution organised the site as a complete motorsport venue, connecting the obstacle course, grandstands, VIP hospitality, crowd-control systems, lighting and power within one operating plan.

The Challenge

Liwa provided the scale and landscape for the spectacle but little permanent event infrastructure. Seating, hospitality, fencing, cabins, lighting, power and operational support all had to be introduced temporarily and perform reliably in desert conditions.

The truck obstacle course also required machinery and specialist site activity close to the live performance area. Public circulation, vehicle movement and guest facilities needed to remain clearly separated without weakening the audience’s connection to the action.

The Solution

Evolution developed the overall layout around the truck performance zones and spectator sightlines. Grandstand seating for 4,000 guests created a defined public arena, while fencing established crowd boundaries and protected operational routes.

A custom VIP hospitality structure was built from scaffolding and equipped with a working elevator. The elevated format gave premium guests strong views while creating a complete service environment within the temporary venue.

Machinery was supplied and operated for construction of the truck obstacle course, aligning the physical performance landscape with the requirements of the show.

Main and secondary power, distribution and supporting infrastructure were delivered across the venue, while full event lighting, cabins, tents, buggies and containers enabled the site to function throughout the two-day programme.

Delivery Highlights

• Two-day Monster Jam event in Liwa Desert on 27 and 28 December 2023.
• Overall venue layout covering seating, VIP hospitality and truck performance zones.
• Grandstand seating for 4,000 spectators.
• Custom scaffold VIP hospitality structure with a fully functional elevator.
• Machinery supplied and operated for construction of the obstacle course.
• Crowd-control fencing and temporary operational support facilities.
• Main and secondary power distribution with full venue lighting.

Outcome

The temporary site operated as a complete motorsport destination rather than an isolated performance track. Public spectators, VIP guests, production teams and heavy vehicles each had clearly planned spaces within the same desert environment.

The spectacle remained the focus because the seating, infrastructure and operations gave audiences a reliable way to experience the scale, noise and movement of Monster Jam safely and comfortably.

Project Ecosystem

Delivery partner: Proactive

Evolution Events: Led venue planning, Proactive coordination, obstacle-course operations, temporary facilities and live event management.

Evolution Technical: Delivered the confirmed full-venue lighting required for evening operation and spectacle visibility.

Evolution Site Services: Provided the confirmed main and secondary power, distribution, cabling and supporting event infrastructure.