A CELEBRATION UNCOVERED
National Projects Office – Eid Al Etihad 54
BRIEF
To reveal a national story through a landmark cultural moment.
We were appointed to create and deliver the 54th Eid Al Etihad celebration, marking the UAE’s founding in 1971 while unveiling the Zayed National Museum.
The brief was to honour the nation’s heritage and identity, while introducing a new cultural institution rooted in legacy, pride and purpose.
APPROACH
An approach rooted in land, legacy and discovery.
Inspired by the museum’s architecture, galleries and artefacts, we shaped a story that honoured the values of the late Sheikh Zayed.
A purpose-built sunken stage allowed the narrative to emerge from the land itself, balancing intimacy with moments of epic scale through performance, projection, sound and aerial choreography.
EXPERIENCE
Arrival Through the Majlis
Audiences entered through majlis-inspired spaces, setting a tone of welcome, reflection and cultural grounding before descending into the heart of the experience.
A Story Revealed from the Ground Up
The ceremony began in darkness. Slowly, the land revealed moments from Sheikh Zayed’s journey, with archive film, live performance and narration emerging as part of the landscape.
A Stage Shaped by Discovery
The sunken stage echoed the museum’s form and the act of unearthing stories. Performers and objects appeared from within the environment, reinforcing the connection between land, memory and identity.
A National Moment Unveiled
The experience culminated in the unveiling of the Zayed National Museum and the debut of the UAE National Orchestra, marking a powerful cultural milestone within a shared national celebration.
IMPACT
A defining moment in the nation’s cultural journey.
The ceremony celebrated the UAE’s founding while introducing a major new cultural institution. It marked the debut of the UAE National Orchestra and the next chapter in the nation’s story, delivered through a deeply evocative, culturally grounded performance.
