Arabian Travel Market at Nuska
Jumeirah Beach Hotel

For Dubai Holding’s ATM 2026 reception, the venue was the hero. Nuska’s beachfront setting inspired both the minimal theming and the name: Surfside, upscale and bohemian at once, evocative of waves breaking on sand, locked up with a faint moon silhouette and the year so that every shared post dated itself. Vertical striping in brown and taupe reinforced the Jumeirah brand voice while nodding to Mediterranean design, and hostesses in brown cocktail dresses with striped cuffs met guests at branded totems on the buggy path and at the valet.

Branding was kept deliberately light so guests had room to move. A slatted entrance wall carrying the circular Surfside disc doubled as a photo wall, flanked by chic life preservers. The restaurant arch was clad in event branding, wooden cocktail tables kept Nuska’s natural finishes, and bespoke branded surfboards added a touch of whimsy at the edges. On the beach, lit concentric rings formed the main Jumeirah photo moment, custom food kiosks for each partner outlet lined both sides, and a purple and blue wash from truss towers turned the sand into the dance floor.

ClientJumeirah Beach Hotel
Dubai Holding Asset ManagementAgencyDoor No.1 EventsRoleCreative DirectorYear2026