Inspired by the world’s four major fashion capitals, Vogue Arabia activated The Dubai Mall with a multi-threaded, multi-platform activation to bring Fashion Avenue to life while leveraging the three core offerings of The Dubai Mall (fashion, lifestyle/entertainment, and food). BRAG proposed to transform the avenue into a boulevard of shopping dreams, inspired by the great shopping streets of the major fashion capitals of the world: Avenue Montaigne, Via Montenapoleone, Madison Avenue, and Sloane Street. The visually stunning concept surprised and delighted guests as they discovered the latest in luxury fashion, met top fashion personalities and influencers, enjoyed live entertainment, and watched the world walk by from the best cafés. Larger than life installations marked the avenue, with photo opportunities and immersive interactions welcoming shoppers at every corner. Each of the nine installations drew inspiration from an iconic and well-known particularity of each city. The avenue truly came to life with music, live performances, talks, and more for an enjoyable 10 day long celebration at The Dubai Mall’s Fashion Avenue.
BRAG was commissioned to deliver a unique and successful activation strategy for The Pointe to leverage The Palm and to lure and provide continued footfall and support for retailers.
Presenting an international celebrity artist in concert at The Pointe, Enrique Iglesias, the Latin pop icon, took to the mega stage uniquely built atop a barge, in the middle of the water to showcase to the world the opening of this new destination on Palm Jumeirah. Along with a line-up of DJs, street entertainers and a fun and interactive show host, The Pointe came to life not only as a beautiful dining destination, but also as a unique concert venue situated on the coast, right at, and in the water.
We took on the challenge of making Dubai get active for 30 minutes every day for 30 days. From Weekend Carnivals to citywide events, Brag created community events that joined in to help make Dubai the most active city in the world.
One burpee at a time, the city found a way to get fitter and healthier, and met the goal of initiative of His Highness Sheikh Hamdan Bin Mohammed Bin Rashid Al Maktoum, Crown Prince of Dubai and Chairman of the Executive Council for Dubai Government.
Stay tuned for the next opportunity to sweat with your neighbors!
For the third edition of Wasla, the Arabic Alternative Music Festival was re-invented. Still satisfying the diehards, it remained all about Arabic Alternative music culture and brought regional favorites to the main stage, BUT there was so much more!
Live Nation and Brag partnered up to elevate the experience into WASLA 2019. Taking place in Emaar’s iconic Burj Park Downtown, the WASLA experience was a full day event, bringing a jam-packed program linking to more than just music. The threequel brought an immersive and engaging experience, promoting alternative Arab culture through music, art, culinary flavors and more. This year’s WASLA did not disappoint, the festival provided a full day of activities and things to do that shed lights on an eclectic Middle Eastern perspective.
Taking inspiration from the futuristic lines and innovative technology of the Lexus UX, BRAG designed a bespoke event in a secret venue, where an intimate VIP dinner awaited selected influencers to launch the vehicle to the region.
Each of the influencers received private chauffeur service and were delivered to the top-secret location. Upon arriving, they experienced the ultimate wow factor and entered the industrial parking lot via robotic automotive elevators, delivering them to the private affair.
Guests experienced a visually exciting merge of urban space and luxurious dining, packed with entertaining artists, a grand car reveal and endless photo opportunities.
Club Social is a yearly weekend beach festival that brings Yas Beach to life. This year the weekend festival was jam-packed with two days of live entertainment, water sports and kid-friendly activities. There was also dynamic lineup of music performing to the picturesque set up of the ultimate beach festival. On top of our ultra-cool festival, people grooved in the sand to chart-topping British pop band Bastille as they took the multi-screen main stage after a buildup of amazing international openers! There were hotel staycation packages, some of the hottest #fitspirations from the UAE, colorful beach zones, mermaid sightings, beachside shopping, and a full menu of the yummiest tastes and most followed food concepts around town! Stay tuned for further editions of Club Social!
“Omniyat approaches the design, development and management of each property as if it were a UNIQUE WORK OF ART. Just as there is no mistaking a Picasso or a Van Gogh, there is no mistaking that you are anywhere but in an Omniyat property. “
Taking contemporary art as the main design direction, we created an experience that bares striking resemblance to that of an art gallery and gala, but reimagined for Omniyat.
VVIP Guests: 1000
Celebrity Crush: Kazim El Saher
Taking inspiration from retro Drive-In Cinemas with all its familiar quirks and attributes, we pulled off a “never-been-done-before” drive-in cinema concept. The spectacle married the vintage nostalgia of the past with the obscure innovation of the future; creating the perfect platform to express what the Lexus Hybrid is all about and reinforcing the brand’s “innovation” credentials.
Kicking off with a modern twist on Grease, we upped the ante big-time with the Moulin Rouge immersive experience. Now a seasonal regular, expect the unexpected with each reinvention of the cinema experience!
In November 2010, PUMA launched the first in a series of three Creative Factory sessions. The crowning moment was the last of the series, namely Creative Factory 3: Love Thy Planet. We devised an event to take place in the desert in line with the vision of the Creative Factory finale, and we highlighted the joint venture between the ambassadors and innovative thinkers in the aim of pushing the boundaries of their imagination with a little sun, sand and Lumitype Ink.
From then on, BRAG went on to produce various events for PUMA more notably Fishtail Rides and Forever Fierce.
Accolade: Best Practice Award for Originality and Environmental Sustainability
Fashion Forward has now become the biggest and most definitive fashion events in the Middle east, showcasing the best couture and ready-to-wear designers from or residing in the region. In addition to runway shows, Fashion Forward hosts talks and panel discussions curated with leading fashion schools such as Parsons, FIT, Domus Academy, and London College of Fashion.
Fashion Forward is not a week of fashion nor a fashion week. It’s a fashion movement conceptualized and launched by Brag. The initiative has evolved into an entity of its own and continues to push the transformation of regional brands into global icons of fashion.
The tennis inspired fashion house, Fred Perry, created a portal dedicated to providing a platform for featuring credible and up-and-coming music and artists alike, Subculture. Brag proudly managed the live version of the music and cultural movement in Dubai for the very first time. Committed to pushing new music and musical heritage, the Subsonic Live event featured regional and international artists that came from all corners of the underground audio universe.
As a major influencer in the tech world, Brag helped Google host their first region-wide Google Day, dubbed Arabia 2.0. The event gave leaders in the region the chance to interact with and learn from leading thinkers and innovators such as Google Vice President and Chief Internet Evangelist, Vint Cerf.
Following the success of the Arabia 2.0 event, Brag has become Google and YouTube’s preferred agency of choice, going on to organize and manage more conferences, workshops, stands and activations for both entities (both on a local and international level), to become one of Google’s most trusted event partners in the UAE and the region.
Dubai Food Festival (DFF) wanted a concept that highlighted diversity of the city’s gastronomical landscape as well as the destination. The result: Beach Canteen.
Made from repurposed shipping containers, the pop-up food stalls offered locals, residents and tourists alike an integrated & cultural alternative to their daily routine. Located on one of the most scenic coastlines in Dubai, The Beach Canteen had full day program that included music, games, lounges and food from some of Dubai’s best restaurants over 17 days. Now a couple of years into the Food Festival’s pillar beach hub, Brag continues to re-invent the space year to year.
In partnership with the Dubai Festivals and Retail Establishment (DFRE), Brag facilitated in conceptualizing and producing Market OTB (Market Outside The Box) to support home grown retail and F&B concepts not present in malls and hotels.
Housed in a colorful array of refurbished shipping containers, the event presented a pop-up community of new retail and F&B concepts to residents and tourists alike. Beyond the conceptualization and production of the events, we assisted in sourcing vendors and sponsors, curating the entertainment programs, and marketing the events through social media, direct mailers, and PR.
Today’s iconic urban event, Sole DXB, has elevated into a brand of its own, but dig a little deeper, and you’ll find out that its birth can be traced back to Brag. The yearly street-wear lifestyle extravaganza was a project that the founders came to us for creativity, production and management to get its feet off the ground. The first 2014 launch featured custom pop-up venues from multinational street-wear giants such as PUMA, Adidas, Nike, Level Shoe District and Reebok; in addition to sneaker swap corners, talks, panel discussions, a basketball tournament, music concerts and after parties.
Sneaker Heads: More than 18,000
Celebrity Performers Managed by Brag: Run DMC, Mobb Deep, Xzibit, Skepta, Stormzy
Brag partnered with the Sharjah Chamber of Commerce to help create and produce their annual shjSEEN Awards. The award ceremony recognizes outstanding business achievements of entrepreneurs from Sharjah and beyond.
When entrepreneurs open a company, they are diving into the unknown and are trying their hardest to find those hidden gems and bursts of color that will lead to their success. For the first season produced by Brag, guests were invited to THE GLOW UNDER THE SEA, a colorful and pulsating world of the ocean deep, linking it to entrepreneurship, whilst at the same time highlighting its strong history. In its most recent rendition, the award ceremony was transformed into a WINTER WONDERLAND, where each of the honored entrepreneurs were acknowledged for their unique approach.
The Dubai Mall commissioned BRAG to conceptualize, produce and market an in-mall community activation throughout the month of Ramadan. The first season of the full mall takeover provided the public with a nine-zoned journey through Islam’s Golden Ages, celebrating Islam’s greatest contributions in science, philosophy, art, architecture, literature, astronomy and more.
With now two seasons down, every Ramadan, we challenge ourselves to reinvent the entire experience with a new twist every holy month throughout the mall.
Season 1 Visitors: more than 68,000
In order to produce regular footfall for their latest project, Emaar recruited us to produce a calendar of weekly events that kicked off at the beginning of 2017 and has now become an annual family favorite!
The series was curated in line with DCH’s brand persona. Each weekend contains content that is current, entertaining and can cater to everyone. Events rise beyond the expected, and above all city norms.
In 2016, New York came to life in Dubai for Tiffany & Co’s unforgettable event – Two Cities, One Night.
Armani Pavillion was transformed into a New York setting with the Dubai Fountains and Burj Khalifa as a backdrop. The wire mesh Brooklyn Bridge, Empire State Building and Flatiron Building lit up the venue and brought the NYC atmosphere to Dubai.
The carefully selected guests enjoyed New York street-food-esqe canapés, a 1920s jazz band, thrilling Broadway performances and a celebrity NY DJ that had the guests dancing through the night.
To help launch and bring to life the destination, Brag birthed an oasis of color and beach vibes in the middle of a construction site. Creating a slice of life that will become synonymous with the development, the event took place in a custom-built glass tent structure filled with Miami-inspired theming and décor. Guests enjoyed a sunset cocktail lounge party in an Oasis of palm trees, cabanas, beach huts, and surf & turf while they swayed to soothing rhythms and beats.