BMW’s guidelines ask for one thing at a showroom launch: a local touch, expressed through regional craftsmanship inside the BMW environment. We took that literally and built a programme where nothing could have existed anywhere else. A Sadu weave commissioned from a UAE artist reinterpreted Bedouin geometry in BMW’s palette and found a permanent home in the showroom. A dallah reimagined in Frozen Black with an M tricolour stripe served qahwa at the door. Erth put Abu Dhabi on a plate, Alembic worked the ingredient palette of the UAE into every glass, and Emirati sound artist Safeya Alblooshi recomposed pearl divers and desert winds into the reveal.
Each brand in the house got its own hands-on moment. BMW’s leather and gold atelier pressed initials into a passport holder while guests waited. BMW M offered torch-burned titanium key tags, a live caricaturist placing guests in the M2 racer, and embroidered patches that put Yas at night beside the helmet and the grille. Motorrad ran a live screen-pressing counter and MINI brought Abu Dhabi artist Sumayyah Al Suwaidi to paint an art car. A concentric lit photo wall, a bespoke scent station led by Le Meilleur and the X5 reveal rounded out an evening that required Abu Dhabi to make sense.
ClientBMW Abu Dhabi MotorsAgencyDoor No.1 EventsRoleCreative DirectorYear2026
