We transformed a national park into a living stage
Eid Al Etihad 53 – National Projects Office
BRIEF
A ceremony and event grounded in nature with sustainability at its heart
For the UAE’s 53rd national celebration, Eid Al Etihad on 2 December 2024, we were asked to create an experience that honoured the nation’s cultural heritage while showcasing its commitment to sustainability.

APPROACH
Guided by land and stars, centered on heritage
Taking inspiration from its location in Jebel Hafeet Desert Park, we developed the concept “Grounded in Nature,” and crafted an immersive event that integrated the natural landscape into the experience.

EXPERIENCE
We transformed Jebel Hafeet National Park into a living celebration of Emirati identity. Guests were immersed in a full-circle journey that incorporated the landscape, from venue design to storytelling, set against the park’s impressive mountain backdrop.
Cultural Experience
Three 3,000 sqm majlis provided welcoming spaces for Leadership, Sheikhas, and Invited Guests, designed with accessibility and cultural authenticity in mind. The show’s narrative was brought to life with live performances that traced the UAE’s story from its ancestral past to its innovative future.

From the Ground Up
Our remit spanned venue design and guest journey, plus full creative, staging and storytelling, plus roads, parking, management, shops, and F&B. Every detail, from the use of traditional materials to the creative design, celebrated unity, progress, and the nation’s enduring connection to nature.

IMPACT
For the second year in a row we have achieved the BSI ISO 20121 for Event Sustainability.
More than 95% of our suppliers were from the UAE, and our cast was entirely from the UAE, reducing carbon emissions. And most of the waste was recycled, composted or reused.
The vast majority of materials used for the event were made from recycled materials and/or recyclable, and nearly all had an onward-life plan.