The event was designed to be especially creative and exceptional. Viola brought The Beach to life as a destination, offering solutions covering all aspects of Taste, Play, Enjoy. Various colourful and bright elements blended perfectly with the sandy tones of The Beach bringing a funfair mood to the area and a festival atmosphere. Customized F&B carts created an attractive welcoming design to draw visitors. The three main areas were atmospherically defined with certain elements like venue zoning, food area festoon lights, and sky tracker flood-lights to attract crowds from a distance.

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.