The main concept of the event was to create a personal approach and a meaningful journey in which the design and content are inspired by personal diaries and journals of HH. The event venue at Al Meydan Hotel, overlooking the race course would also include a guest journey and a main stage for the book launch. The launch event was a private event for 150 guests including VIP and a high level of international guests attending the World Cup.
We offered multiple design options which were then shortlisted by the client into the best one that worked with the event theme, look and feel. Given the iconic Meydan venue which has hosted the Dubai World Cup, the event needed to be of similar caliber. The concept development included a journey beginning upon guest arrival that then took them through a gallery of images from the book and the actual event experience. Evolution provided the overall event management services for the launch including all branding, design, scenic and furniture. Three Emirati Artists worked on art pieces which were a part of the book during the event. A bespoke gallery was created, designed as the pages of the book, highlighting some of the poems in English and Arabic. The design theme extended to signage and the mock up of the book cover itself. Furniture was selected to compliment the color palette of cement/ concrete grey, off-white and black.