The following pun is unashamedly intended because this is seriously one of our COOLEST activations ever! 

We put a MINUS 18 DEGREE RAVE IGLOO in the middle of the desert for our good friends at Jägermeister and it is AWESOME! 

Bringing an entirely new, multi-sensory and high-energy experience to the Middle East, PMG’s brain-child - Jägermeister SUB ZERO - located at Barasti Beach Bar Dubai transformed 2016’s chilled Ice Lounge into an enormous pulsating igloo rave cave and has been a MASSIVE hit since its launch in Feb-17! 

From concept to full-scale production of the Ice Lounge’s high-energy face-lift, PMG couldn’t be prouder to have been involved with such an experiential triumph! The teams in Dubai and Sydney developed a rejuvenated look and feel for the event, which had previously activated in 2016.  

Frozen all the way down to the Jägermeister-recommended serving temperature of minus 18 degrees, SUB ZERO is made entirely from ice including chairs, tables, shot glasses, a four-meter long bar and even an ice shot luge! 

With a misty D-floor, falling snow, an insane laser show, pulsing neon walls you can write on and an icy booth with a DJ playing fresh bangers all night, it’s going to be an absolutely belter of a party season for the Middle East this year! 

Check out the Acen Razvi video capturing the icy launch night! And if you can, admire our steamy creative for the Sub Zero visibility items displayed at Barasti Beach Bar here.