AVANTGARDE continues to be a pioneer in brand experiences, embracing the synergy between culture, environmental influences, people, and brands.
To kick start 2024, AVANTGARDE (the global experience agency) created a unique one-of-a-kind venue in the cultural district on Saadiyat Island, in association with the Departure of Culture and Tourism. Saadiyat Nights which marked Abu Dhabi’s first-ever open-air music series, brought together a month-long vibrant celebration of culture and global entertainment.
The impressive Saadiyat Night stage design was the crème of the crop. Inspired by the dunes of the UAE, the stage towered spectacularly over the island, with a seating capacity of 5,000. Mariah Carey performed on the opening night, followed by the legendary Googoosh, Andrea Bocelli, Sting, Majida El Roumi, Alicia Keys, Tom Jones, and John Legend, creating moments that will be etched in memory.
The AVANTGARDE team meticulously designed the space to visually captivate guests with its enchanting ambiance. The creation of the festival arena showcased top-notch craftsmanship, durability, exquisite and contemporary finishing. Visitors were greeted by captivating architecture and guided through an outdoor venue. This featured seating surrounded by lush greenery, benches, and VIP lounges tailored for gatherings.
Stunning alfresco dining areas were on offer and guests had the opportunity to immerse themselves in the surroundings, enveloped by the vibrant cultural district of Saadiyat Island. This included, breathtaking vistas of the Sheikh Zayed Museum and the Louvre Abu Dhabi. These specially designed dining spaces provided a heightened experience, allowing visitors to appreciate the richness of the local culture of Saadiyat island.
Elizabeth O’Leary, Senior Experiential Designer, Imaan Naqvi, Concept Designer and Farah Al Hayek, Associate Art Director are AVANTGARDE’s female specialists who guided the creative team, in tandem with International Creative Director Philip Bucknell to conceptualize and design the iconic venue. The full project management and execution was under AVANTGARDE’s Account Director, Julian Phillips.
Their innovative approach and dedication to skills have transformed this venue into a world- class experience in Abu Dhabi.
Roberto Warnert, Managing Director at AVANTGARDE Middle East, said: “The female led creative team has truly surpassed expectations, crafting an opulent experience that has set a distinctive ambiance and provided a unique offering in Abu Dhabi. I am incredibly proud of their exceptional delivery.”
AVANTGARDE continues to be a pioneer in brand experiences, embracing the synergy between
culture, environmental influences, people and brands.
AVANTGARDE
Originators of brand experiences since 1985. We embrace the relationship between culture,
environmental influences, people and brands. Our global community creates brand experiences
that centre around connection, moving forward with a unified approach. We embody the
nuances of cultural and environmental influences. Our human centric approach cultivates
emotional connections with brands and people to curate authentic brand experiences. We push
boundaries and shape change. We don’t conform, we create.
