Smirnoff Sound Collective

Setting the stage in Dubai.

From local market strategy and concept through to design, digital asset development, and full-scale production management—including a massive, custom-built stage on the beach—we partnered with Smirnoff to bring their largest electronic dance music platform to the Middle East.

It smashed footfall and revenue-driving records at the biggest beach club in Dubai (and the eight largest on trade venue in the world).

Hosting amazing international and local headliners, a suite of high energy experiential micro-activations, merchandise, competitions, giveaways and more, the festival outshone anything that had ever been done in the region before.

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