Audi, Al Nabooda Automobiles hosted an exclusive experiential workshop over coffee at its recently opened Audi progressive retail showroom in Dubai to mark Emirati Women’s Day with renowned Emirati entrepreneur and specialty coffee expert Nooran Albannay.
The event brought together accomplished Emirati women for a morning of inspiration, learning and connection. The event was designed to spark dialogue about women’s leadership in industries that remain niche in the UAE.
By highlighting Nooran Albannay’s journey from architecture and engineering to pioneering the specialty coffee movement, the initiative explored how Emirati women are shaping cultural and entrepreneurial spaces.
Rana Eyamie, National Marketing Manager, Audi Al Nabooda Automobiles, said, “Even though Audi is an international brand, we are part of the Al Nabooda Automobiles family, and through that partnership we are deeply connected to the UAE. This campaign was a way to honour those roots by amplifying stories that celebrate progress, resilience and new possibilities for the next generation of female leaders.”
The approach was intentionally experience driven rather than branding-led. A live session at Audi Al Nabooda’s Progressive Retail Showroom created an intimate setting where ideas and expertise could be exchanged.
Owner of three renowned UAE cafés – Bait Al Gahwa, Coffee Architecture, and Section Coffee Roaster – Albannay shared her entrepreneurial journey, offering personal insights into building successful homegrown brands and navigating challenges as an Emirati woman in business.
“The storytelling was then extended digitally through the authentic voices of participants, employees, and influencers who carried the conversation forward. In this way, the campaign underscored how physical activations can serve as launchpads for community driven dialogue across digital spaces,” Eyamie explained.
Following her talk, Albannay led an interactive coffee-making workshop, taking participants on a journey from bean selection to the perfect brew while sharing practical tips that deepened appreciation for the craft.
Employees and media personnel enjoyed curated catering and engaging conversations, turning the morning into a vibrant community experience that blended artistry, innovation, and connection within the setting of the Audi Dubai showroom.
K Rajaram, CEO of Al Nabooda Automobiles, said: “Emirati Women’s Day is an important moment to recognise the incredible contributions Emirati women make to our society. This day marked stories of inspiration, dedication and passion, values that resonate deeply with Audi’s own commitment to progress. At Audi, Al Nabooda we are proud to provide a platform where Emirati employees and women alike can thrive, grow, and be celebrated for their inspiring achievements.”
The event strategy was built on the belief that representation and lived experience are more powerful than abstract messaging. Rather than a corporate campaign, the session was designed as a shared experience that blended inspiration with practical takeaways through the workshop.
This format allowed the initiative to empower employees internally and contribute to broader industry conversations externally while ensuring that the stories resonated beyond the event itself.
The showroom also showcased the recently launched all-new Audi A6 e-tron and the Audi Q5, giving guests the chance to explore the latest innovations from the brand up close. Attendees enjoyed the opportunity to discover these models firsthand, highlighting Audi’s continued commitment to innovation and excellence.
