AVANTGARDE, the global experience agency and the Departure of Culture and Tourism unveiled Saadiyat Nights, a unique venue where culture and innovation collided in the cultural district on Saadiyat Island.
Saadiyat Nights, Abu Dhabi’s inaugural open-air music series, incorporated a month-long celebration of cultural richness and global entertainment.
Drawing inspiration from the dunes of the UAE, the stage rose above the island landscape, capturing attention with its grandeur and elegance.
With a seating capacity of 5,000, it provided an intimate yet stunning setting for the performances that unfolded.
The opening night kicked off with a stellar performance by Mariah Carey. Following her act, the iconic Googoosh graced the stage, captivating the audience with her timeless melodies.
The lineup continued with performances by Andrea Bocelli, Sting, Majida El Roumi, Alicia Keys,Tom Jones, and the legendary John Legend.
The series of performances became a celebration of music, culture, and artistic expression.
AVANTGARDE’s expertise in experiential marketing allowed them to craft an immersive brand experience that goes beyond conventional boundaries. By seamlessly integrating culture and global entertainment, the event provided a platform for brands to engage with audiences in a memorable way.
The team designed the space to visually attract guests with its ambiance. The festival arena they created showcases leading craftsmanship, boasting durability and exquisite contemporary finishing.
Upon arrival, visitors were welcomed by captivating architecture and guided through an outdoor venue. It was surrounded by lush greenery and VIP lounges tailored for gatherings of all kinds.
The alfresco dining areas gave guests an opportunity to immerse oneself in the vibrant cultural district of Saadiyat Island.
Surrounded by the vistas of the Sheikh Zayed Museum and the Louvre Abu Dhabi, diners found themselves surrounded in the affluence of the local culture.
From disruptive stage designs to state-of-the-art audiovisual experiences, innovation was woven into every aspect of the event. They aimed to push the boundaries of what is possible in live entertainment and cultural programming.
Elizabeth O’Leary, Senior Experiential Designer, Imaan Naqvi, Concept Designer and Farah Al Hayek, Associate Art Director are AVANTGARDE’s female specialists who guided the creative team, in tandem with International Creative Director Philip Bucknell to conceptualize and design the iconic venue. The full project management and execution was under AVANTGARDE’s Account Director, Julian Phillips.
Their innovative approach and dedication to skills have transformed this venue into a world-class experience in Abu Dhabi.
Roberto Warnert, Managing Director at Avantgarde Middle East, said: “The female led creative team has truly surpassed expectations, crafting an opulent experience that has set a distinctive ambiance and provided a unique offering in Abu Dhabi. I am incredibly proud of their exceptional delivery.”
AVANTGARDE’s ability to integrate the interplay between culture, environmental influences, people, and brands which underscores their innovative approach to brand experiences.
Saadiyat Nights celebrated the rich tapestry of global culture and lifestyle, serving as a melting pot of diverse traditions, perspectives, and artistic disciplines.
From traditional Emirati music to cutting-edge international performances, the event showcased the beauty and complexity of human expression in all its forms.
