We are the new era of live events
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Dubai Chambers
Dubai Business Forum
The brief
- In 2023, Dubai Chambers, the engine of Dubai’s economic development and business growth, sought to further elevate their status by hosting a world-leading, must-attend Dubai Business Forum that would attract international audiences, secure new investment and place Dubai at the epicentre of global business.
- Identity was asked to create this flagship business networking summit as part of our wider partnership with the membership organisation to reimagine their business vision and brand.
- The event needed to be an immersive experience that would create ‘wow’ moments, brand recognition and lasting memories for both new and existing audiences, cementing Dubai’s position as a leading global hub for business, trade and investment.
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Mubadala
The road to COP28 UAE
Identity partnered with Mubadala one of the highest profile and respected sovereign wealth funds of the Emirate of Abu Dhabi to deliver their pavilion located in the Decarbonisation area of the Green Zone at COP28. Mubadala’s significant presence at COP28 was pivotal to their continued support of a sustainable future. With the opportunity to showcase their successes across multiple platforms, they requested a highly creative solution to their COP28 offering – memorable, meaningful, impactful & sustainable.
The challenge
The client brief outline the requirement to deliver a sustainable event Pavilion design & Activations complimented by immersive interactive showcases using natural materials, ensuring the showcase venues are sustainable with reusable assets post event. All installations and furniture must be repurposed and re-used after the event – either through installation in Mubadala offices or donation to charity, schools, universities, or repurposed for other events – rental of existing structures was considered key for sustainability purposes
The event’s sustainability footprint extended to the all-digital creations which were required to be re-usable at Mubadala offices and future events. Our brief was to ensure all interior design, art and technology elements within the Mubadala showcase spaces were re-usable and repurposed either for donation or for permanent installation in Mubadala offices. Also included as part of our response were details of the sustainable materials proposed, sustainable best practices Identity follow, sustainable supply and value chain, and the Identity methodology for creating a net zero experiential showcase space.
A key element of the pavilion design was the requirement to showcase Mubadala portfolio company brands CEPSA, Yahsat, Strata, Tabreed, Tata renewables, Masdar City to showcase the decarbonisation, energy transition, and innovative climate solutions themes
The solution
Identity’s Future Forest response ensured we oversaw all operational aspects of the Mubadala sectors in both the green (and blue) zone for the duration of COP28. The 450sqm pavilion showcase spaces featured interactive and engaging display for Mubadala Foundation partners (Emirates Nature WWF, MBZ Nature Fund & Khalifa University climate research) alongside shared meeting rooms and cross functional areas for shared activations.
Identity conceived and designed an immersive, engaging journey through a stunning physical environment, a real living rainforest, rich with growth which then evolves into a breath-taking digital forest containing twelve zones full of content and surprising experiential moments. Attendees and delegates could select a journey to navigate, whilst using the dwell spaces to pause, listen and make connections. Our creative and environmental designs highlighted socio-economic growth and Mubadala’s focus on fostering and contributing to Abu Dhabi’s transformation into a globally recognised and diversified economy.
The shared common / reception space catered for open events/ and gatherings and welcomed schools and university competitions, Mubadala Youth activations in the middle of all the portfolio company showcase spaces and adjacent to the Mubadala Foundation showcase space to educate the generation in the importance of pledging a commitment to climate change and the initiatives that support them.
Facts
- 967 Plants used for the stand 100% re-housed
- 450sqm Sustainable pavilion build in the Green Zone of COP28
- 3 LED Screens
- 4 Interactive tables
- 3 LED Screens
- 1 Meeting room
- 1 Majlis
- 7 Portfolio Company Pods (with screen and content)
- 4 Digital experiences (cultural hub, forest of dreams, area c, interactive tables)
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Reaching the Last Mile
Established by the president of the UAE, His Highness Sheikh Mohamed Bin Zayed, Reaching the Last Mile (RLM) is a philanthropic initiative, pioneering the fight against infectious diseases that threaten the world’s most vulnerable.
In partnership with the Bill & Melinda Gates Foundation, RLM worked with Identity to deliver the RLM forum during COP28’s ‘Health Day’, at Expo City.
The forum sought to raise support for the initiative while simultaneously drawing attention to the ‘final push’ required to end the spread of infectious diseases in developing countries.
The challenge
The RLM forum saw attendance from high-profile guests and representatives, at Expo City which was divided into two distinct zones, the highly secure and restricted Blue zone (BZ), and the regulated Green zone (GZ) that was open to the public. The RLM forum spanned both zones, which presented challenge when balancing security measures with the seamless flow of the event for the 400-500 people attending throughout the day so focus on accreditation/passes/people movement was a factor that had to be planned and flawlessly executed on the day.
Creating content for the different spaces used during the event required us to create different styles of narrative to nurture a focus on high impact moments for the afternoon, using large scale 180-degree projection and performances, whilst the mornings sessions were presented using more traditional conference content and panel discussions.
The solution
Our background in delivering events for heads of state, influential representatives, and a-list celebrities, informed our approach to managing this logistically complex forum. Navigating a tight six-week deadline, multiple stakeholders, and rigorous security measures, Identity ensured the success of the event through our tried and tested processes.
The forum comprised four stages:
Plenary Session: Held in the C3 conference centre in the Green zone, 400 people were invited to hear from various thought leaders and industry experts on the subject of climate change and human health.
VIP Lunch: Held in the Blue zone, this networking opportunity saw likeminded individuals and industry luminaries connect over the shared interest of preventing the spread of infectious diseases in developing countries.
High-level Moment & Awards: 900 VVIP gathered in the Al Waha Theatre, situated in the Blue Zone, to reflect on the successful delivery of the event and honour those central to the initiative.Evening Reception (VVIP): RLM, UN, and WHO convened at the Surreal Water Feature in the Green zone to discuss their common cause and outline their initiatives. The reception heard from speakers including Dr. Tedros Ghebreyesus Dir. General of the WHO and Jason Carter, Chairman of the Board of Trustees for the Carter Centre, and grandson of the 39th US president, Jimmy Carter.
The human experience was paramount to the successful delivery of the RLM forum. Without centralising the very human element of the initiative, the significance of the event would be lost, along with audience engagement.
Audience engagement is crucial to any experience, but it is particularly important for fundraising. We conceptualised and created a full set of content for the event to bring the messaging to life and seamlessly sync with the different stages of the programme. This included poetry readings, an entirely unique music score, and several animations, to offer attendees a much-needed pause for thought. These moments of reflection provided space for the information to resonate with the audience, amplifying the overall impact of the event.
The Results
We were humbled by the RLM’s decision to partner with us to support the successful delivery of their forum, which saw $777 million raised for the initiative.
It was incredible to be part of the journey for such a vital initiative and we were pleased to receive positive feedback regarding our role in the event. We believe the below testimony from Holly Wheeler, Principal at the Office of Developmental Affairs, summarises our experience in delivering this exceptional human experience, for an exceptional client:
“On behalf of the RLM team, please accept our sincere gratitude and congratulations for pulling off such an incredible event this past weekend. We have heard nothing but glowing feedback from our partners and leadership. Throughout this engagement, time and logistics have not always been on our side, but your team made it work beautifully. We are so appreciative of the team’s willingness to create with us, iterate (and iterate again…) and come up with creative solutions in a pinch to ensure that everything ran smoothly throughout the event.”
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Department of Culture, Media and Sport (DCMS)
The Coronation of HM King Charles III
On Saturday 6th May, the nation gathered to witness the historic Coronation of Their Majesties King Charles III and Queen Camilla. While the excitable crowds camped outside and the media speculated on what the day would bring, Identity worked tirelessly behind the scenes to deliver an event fit for a King.
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Greater London Authority (GLA)
London New Year’s Eve 2022
London’s New Year’s Eve celebrations were open to the public for the first time in two years, and it was certainly a night to remember.
Organised by the Mayor of London and the Greater London Authority, Identity helped ring in the new year with an incredible show of light, colour, sound, and the all-important fireworks!
Our creative expertise enabled us to deliver an exceptional and memorable event. We explored how we could champion the New Year’s Eve show and the glorious London skyline to bring the vibrant city to life. We wanted to inspire an atmosphere of joy and nostalgia through reflecting on some of the key events of 2022, as well as celebrating new beginnings.
We used modern drone technology and storytelling to celebrate the late Queen Elizabeth II through the creation of images in the sky. The choreography of the drones championed the Queen’s service to her country and honoured his majesty, King Charles III. The display was supported by voice clips from Mayor Sadiq Khan, and Paddington Bear, as well as a powerful message from Peter Tatchell from the Gay Liberation Front.
The event highlighted the Lionesses’ Euro 2022 victory, 50 years of London Pride, as well as solidarity with Ukraine. The unforgettable performance saw industry leading names across lighting, music, and pyrotechnics, united in delivering one exceptional experience for the city. The iconic London Eye was at the heart of the show as the events unfolded along the Embankment.
The soundtrack of the event was inspired by the rhythm of the city and was carefully timed with the lightshow. Championing London through the international language of music, the night showcased globally recognised and emerging London talent. The music enabled each stage of the night to flow seamlessly, building up the suspense before the midnight moment.
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It’s been fantastic to work with Identity. The engagement has been absolutely fantastic.
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Our minister and Number 10 were so impressed with everything. I could not be more delighted
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Thanks for all your help and professionalism throughout. Thanks for each taking on your respective responsibilities with diligence and care.
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The build looked fantastic and all played their part in ensuring the success of what has been universally hailed as an outstanding event.
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Googlers were able to engage with high-profile customers in a fantastic and really ‘Google’ environment.
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I have always found the Identity team to be professional, efficient, flexible and very hard working.
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Identity have been with us since the start of the journey and they have been excellent.
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We have had overwhelmingly positive feedback from our visitors and senior stakeholders. The build looked absolutely fantastic.
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Not only do the team do a very thorough and professional job, they are all a terrific bunch of people and fun to interact with.
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Thanks to the sterling efforts by you and the team, Printworks really did look stunning. I was delighted with the result.
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We have worked with Identity for many years now and we keep going back because they’re brilliant.
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President Trump has mentioned a few times to us how much he liked the look of the event.