Project: Dubai Marina Mall Music Festival
Client: EMAAR Malls Group
Category: Arts & Culture

Description of the Project/Brief:
The Dubai Marina Mall Music Festival 2017 was a 10-day event designed to bring the community together through music, street performances, and the arts. Hosted by Dubai Marina Mall, the festival featured local and international street theater artists performing along the Dubai Marina promenade and within the mall.

Challenges:

Creating an engaging festival that appeals to a wide demographic.

Coordinating multiple performances and events over the festival period.

Ensuring safety and smooth operation in an outdoor and busy public space.

Strategy:

Collaborate with talented street performers from around the world.

Schedule performances to maximize visitor engagement and enjoyment.

Utilize the picturesque location of Dubai Marina Mall to attract both residents and tourists.

Solution:

Organized daily performances featuring a variety of acts including musicians, circus performers, and street artists.

Set up multiple performance areas along the Dubai Marina promenade and inside the mall to create a dynamic festival atmosphere.

Offered free admission to ensure the event was accessible to all visitors.

Creative Output:

Successful execution of the festival with high footfall and significant community engagement.

Positive feedback from attendees who enjoyed the diversity and quality of performances.

Enhanced community spirit and increased foot traffic to Dubai Marina Mall.