To honor the 50th anniversary of the United Arab Emirates (UAE), a year-long global celebration was launched, ensuring that Emiratis and those connected to the region—regardless of location—could partake in the festivities. A highlight of this initiative was a transformative event at the REACH at the Kennedy Center in Washington, D.C., where an immersive experience was crafted to transport guests into the rich history and beauty of the Middle East.
The goal was clear: design an experience that would subtly transform the space without overwhelming its existing beauty. The UAE ambassadors requested an environment that evoked the essence of the Middle East while maintaining an elegant and refined approach. The challenge was to achieve this level of immersion through design, technology, and storytelling. One of those celebrations took place at the REACH found within the Kennedy Center in Washington DC and our team was tasked with defining the experience. While this is already a beautiful space, the ask from the ambassadors was to transform the environment in a way that would transport guests into the rich history and beauty of the Middle East – but to keep things subtle.
To create an authentic experience, the design process began with extensive research into UAE cultural elements, including:
- Middle Eastern architecture
- Traditional calligraphy
- Photography reflecting UAE’s heritage
- Published materials from the UAE’s official sources
These insights informed the tone, color palette, and imagery, shaping the design journey and serving as the foundation for production planning, equipment selection, scenic design, lighting, and multimedia integration.
The transformation of the REACH space was achieved through a carefully orchestrated blend of visual storytelling and architectural enhancements:
- Large-scale projections on key architectural features to immerse guests in UAE’s history.
- Wireless lighting to wash the walls, creating ambiance without visual clutter.
- Gobo lighting effects to introduce intricate textural layers.
- Illuminated doorways inspired by UAE’s traditional architecture, acting as transitions between spaces.
- Animated content that unfolded throughout the evening, narrating the UAE’s journey over the past five decades.
The result was nothing short of magical. Before the event even began, a client ambassador familiar with the Kennedy Center remarked, “If you could somehow transport a person into this room, they would never know where they are.” The immersive design successfully transported attendees to the heart of the UAE, making for a memorable and meaningful celebration.
This project exemplifies how cultural storytelling and innovative design can merge to create a truly unique and transformative experience. As the UAE embarks on its next 50 years, this celebration set a precedent for how global milestones can be commemorated with authenticity, elegance, and a deep respect for heritage.
Read more about the UAE National Day in Washington DC, here.
