The Beach Season Kick-Off ‘Kick Off’ The Good Weather in November by Viola Communications |
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| DESIGN NAME: The Beach Season Kick-Off PRIMARY FUNCTION: ‘Kick Off’ The Good Weather in November INSPIRATION: Viola’s quest began by understanding what The Beach stood for as a venue and what makes it a popular destination. After considerable brainstorming, most people use The Beach for: Taste - A huge variety of food and beverage outlets Play - To play sports and games on the sand and enjoy a fun-fair carnival atmosphere Enjoy - the sun, the sea, and a range of entertainment available With these findings, Viola created these three ‘pillars’ for the event split into zones: Taste, Play and Enjoy UNIQUE PROPERTIES / PROJECT DESCRIPTION: Taste Zone featured customized F&B carts directly on the beach with unique colorful benches and barrels that gave maximum comfort to guests, giving a “festival of food” look. At night, festoons of lights were lit, giving it a cosmopolitan feel. Play Zone included large inflatable games for all ages. For Enjoy, a stage with LED screens was built, hosting shows featuring fashion retailers, entertainment and movie nights where viewers relaxed on bean bags. OPERATION / FLOW / INTERACTION: Each event area was highlighted with huge 3D self-standing lit letters that were used as hashtags for Taste, Play, Enjoy to encourage social media visitation and serve as backdrops for photo opportunities. The zoning was clearly identifiable, open and inviting for easy movement of people across areas from the beach or main road, giving great access to all. PROJECT DURATION AND LOCATION: The festival was held on The Beach in Dubai, UAE on the 10th – 11th of November, 2017. |
PRODUCTION / REALIZATION TECHNOLOGY: Viola prepared a detailed action plan and constantly updated the client on the progress. The designs and technical drawings were finalized and began the production of set-up materials, especially the staging, event branding and design of the food areas. Then, Viola mobilized the production teams on site, created the space markings and mapped out the zones. The set-up lasted 4 days with an open and inviting area for everyone to enter from anywhere on the beach. SPECIFICATIONS / TECHNICAL PROPERTIES: The event was especially creative and exceptional. It brought The Beach to life as a destination. It offered solutions covering all aspects of the pillars of Taste, Play, Enjoy. The Beach is an outdoor venue and it was the best time of year to start exploring again. TAGS: Outdoor, Attraction, Festival, The Beach, Activities, Entertainment RESEARCH ABSTRACT: Our creative event idea was driven by The Beach offerings, mainly Food, Shopping and Entertainment. The aim was to engage the public and showcase them in the best way possible. A colourful event that was divided into 3 areas based on the activations of Enjoy, Play, Taste. Abstract colourful geometrical patterns were added in order to make it appealing to a multicultural environment and encourage interaction, inclusion and community lifestyle. CHALLENGE: The biggest challenge for the event was that it was on an uneven sandy area on the beach. Therefore, a levelled ground was made sure to be built in order to encourage a free flow of guests and that all event areas will be easily visited and enjoyed. Technology and lighting were utilised to ensure that the event comes alive at night and appeal to all target groups. In addition, having the retailers not close to the event area was a challenge so customized kiosks were created for orders and successfully marketing of their products. ADDED DATE: 2019-03-07 09:57:27 TEAM MEMBERS (1) : Viola Communications IMAGE CREDITS: Viola Communications |
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NAME: Viola Communications PROFILE: Viola Communications is a marketing communications investment group, primarily active in investing in, establishing, mentoring and acquiring successful businesses that provide solutions within the marketing communications sector at both the local and regional level. Viola Communications is a collective of 7 companies, autonomously expert but with unity in their diversity, providing insightful integrated marketing, branding, and communications solutions across the broad spectrum of corporate identity. With a presence in Abu Dhabi, Dubai and Cairo, Viola applies independent thinking to provide solutions via its Advertising, Events, Outdoor, Planning Consultancy, PR, Producers and Social media and Digital business units. After nearly 20 years of providing creative and articulate solutions throughout the Middle East, Viola Communications has acquired a unique and instinctive understanding of the region, its preferences and its needs. |
| AWARD DETAILS | |
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The Beach Season Kick-Off ‘kick Off’ The Good Weather in November by Viola Communications is Winner in Event and Happening Design Category, 2018 - 2019.· Press Members: Login or Register to request an exclusive interview with Viola Communications. · Click here to register inorder to view the profile and other works by Viola Communications. |
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