Emaar’s Address Boulevard wanted to create an incredible event experience in early autumn that would in turn help drive a sell-out audience for its New Year’s Eve party at the end of the year. Of particular importance, the second event had t0 feel brand new, but resonate with guests who attended the first in order to entice their return. The hotel itself reflects a stunning concept, offering impeccably dressed spaces draped in luxurious furnishings and style. Echoing classic French sensibilities both in study and design, the hotel provides an incredible foil against which to deliver a one-of-a-kind event experience for its high-profile guests.
The approach was two-fold. First, we lit the spark by creating a world-class event that is unique to the market, in line with the Address Boulevard’s aesthetic ethos, and that established the Address Boulevard as a premium entertainment destination. The concept had to be such that guests couldn’t resist returning for the even-bigger New Year’s Eve gala.
Second, we created a bang by delivering a New Year’s Eve experience for guests that is an evolution from the initial event, delivers an entirely new emotional statement, yet retains enough familiarity in the approach from the first affair that it feels like an obvious extension of it. At the same time, guests who choose to attend only one of the events will have an equally enthralling time, never realising an underlying connection between the two.
To compliment the architecture and decor of the Address Boulevard, both events would establish a predominantly French / Continental atmosphere and offer guests an incredible departure from the everyday and everything. Both would be thematic in design and immersive in experience, inviting guests to become conductors of the journey, not just passengers on it. And both would be exclusive to the Address Boulevard.
ClientEmaar The Address BLVDCompanyJK58 (Dubai)RoleCreative Director CopywriterYear2017Linkaddresshotels.com
