Client
A Leading Global Automotive Brand
Event
Villa Showcase
Date
Winter 2020
Location
Private Villa, Emirates Hills, Dubai
Services Delivered
- Comprehensive event planning and management
- Venue selection and transformation
- Broadcast launch management
- Custom activation design and implementation
- Catering coordination
- COVID-19 safety protocol implementation
- RSVP management and guest communications
- Bilingual hostess coordination
Overview
Noble Events was entrusted with creating an immersive launch experience for the November 2020 release of a flagship SUV, transforming a luxurious private villa in Emirates Hills for a bespoke luxury showcase venue for the vehicle. This event, part of a comprehensive 360-marketing approach, was designed to offer 160 carefully selected guests - including top-tier automotive journalists, influencers, and high-value potential customers - an unforgettable encounter with the new SUV. The goal was to generate test drives and pre-bookings while showcasing the vehicle's features through a carefully curated journey.
Challenges
- Venue Restrictions: The client's desire to display vehicles inside the villa conflicted with the property owner's preferences. This posed a significant challenge to the core concept of the event, requiring a creative solution to effectively showcase a large SUV in a residential setting.
- Uneven Terrain: When the compromise of using the basement parking was reached, the floor presented an unexpected hurdle. It wasn't flat but had a slight angle, complicating the creation of a level, stable environment for the vehicle displays.
- Logistical Complexities: Operating in Emirates Hills, an exclusive gated community, presented unique difficulties. Managing supplier access, coordinating guest arrivals, and adhering to strict community regulations required delicate negotiations with the head of security.
- COVID-19 Safety Measures: As the event took place shortly after COVID restrictions were lifted, implementing strict safety protocols while maintaining a luxury experience was crucial. This balancing act was essential to ensure guest safety without compromising the event's high-end nature.
- Event Delays and Uncertainty: Multiple postponements due to vehicle production delays and shipping issues tested the team’s adaptability. At one point, the event was even cancelled until 2021, only to be reinstated two days later with a three-week lead time. When venues, suppliers, and guest schedules are typically secured months in advance, this three-week window was highly challenging.
- Technical Challenges: Creating a professional environment for the broadcast launch and managing interactive elements for social media engagement added layers of complexity to the event execution.
- Event Longevity: With the event running for 12 days, maintaining the pristine condition of the displays and environment required a focused and sustained effort across the team.
Solutions
Noble Events demonstrated creativity and problem-solving abilities throughout the event:
- Underground Showcase: When displaying cars inside the villa proved impossible, the team transformed the underground parking into a custom environment for two of the vehicles the client wanted to showcase. This creative use of space resulted in a spectacular presentation that impressed even the villa owner.
- Overnight Engineering: To address the uneven floor, an additional build team worked overnight to level the floor, ensuring no tiles were lifted and the entire structure was secure. This extra effort created a stable, professional-looking environment that met the high standards of the automotive brand.
- Thoughtful Safety Measures: COVID-19 safety was seamlessly integrated into the premium experience. Branded face masks and sanitising kits were provided in leather wash bags, ensuring that safety measures aligned with the luxury positioning of the event.
- Rapid Execution: Despite a three-week lead time, Noble Events delivered a high-quality event by leveraging their strong supplier relationships. The team worked efficiently without compromising on details.
- Digital Integration: The team incorporated live streaming and interactive elements throughout the villa to extend the event’s reach beyond physical attendees, offering an advantage despite the pandemic restrictions.
- On going Maintenance: A cleaning and detailing team was arranged to attend every evening to maintain the pristine condition of the displays throughout the 12-day event, ensuring each day’s guests experienced the same high-quality presentation.
Immersive Brand Experience
- A Journey Through Time: As guests entered the villa they were immediately transported into the world of the flagship SUV. The journey began with a striking historical gallery, where zig-zag shaped, freestanding frames suspended in mid-air showcased the vehicle’s evolution over the decades. Bilingual displays in English and Arabic ensured every guest could appreciate the rich heritage of the vehicle.
- Craftsmanship in Action: Moving deeper into the villa, visitors encountered a live clay modelling station. Here, they witnessed the early stages of automotive design come to life. A skilled artist worked diligently on crafting the vehicle badge and grill, surrounded by small 3D printed clay models of earlier generations of the SUV. This tactile display bridged the gap between the vehicle's storied past and its cutting-edge present.
- A Signature Scent: Understanding the power of sensory experiences, Noble Events collaborated with Oo La Lab to develop a custom scent for the villa. This bespoke fragrance was diffused throughout using special scent cannons, also finding its way into reed diffusers and candles given as gifts to the guests. A narrative tied the scent back to the vehicle, allowing guests to literally breathe in the essence of the event.
- The Sound of Luxury: The extraordinary journey culminated in the AKG Sound Experience, housed in the villa's converted basement. Here, guests were immersed in an 8D sound technology experience, watching content on a massive 3m x 2m screen while listening through AKG headphones. The space, enhanced with neon lighting and a retro popcorn station, created a cinematic atmosphere that highlighted the vehicle's entertainment capabilities.
The Grand Finale
Finally, guests were led to the piece de resistance - the Big Reveal. Noble Events had transformed the villa's underground parking into a custom environment for the static display car. Amidst quotes and insights from 'The Makers' who developed the vehicle, guests could explore the vehicle up close, guided by a product specialist who brought its features and technology to life.
Outcomes
- Social Media Buzz: The event generated significant organic social media activity, with people even making unsolicited enquiries about attending, demonstrating the high level of interest created.
- Engaging Experience: Guests responded positively to the immersive elements, particularly the sound experience and themed areas.
- Safety-Luxury Balance: Noble Events successfully balanced safety and high-end luxury, navigating the challenges posed by COVID-19.
- Client Satisfaction: The client expressed high satisfaction with how Noble Events brought their vision to life, especially in light of the numerous challenges faced.
The journey through the villa was more than a showcase - it was a multisensory story that allowed guests to experience the vehicle’s past, present, and future in a way that transcended traditional automotive launches.
This project exemplified Noble Events' ability to adapt to unexpected challenges and shone a light on the team’s creativity, flexibility, and attention to detail, resulting in an event that set new standards in the industry.