“Discovering AVANTGARDE innovation in Saadiyat Nights”
Saadiyat Island in Abu Dhabi was recently transformed into a cultural and entertainment hub with the introduction of Saadiyat Nights, a unique open-air music series presented by AVANTGARDE and the Department of Culture and Tourism. The event, held in the cultural district of the island, was a month-long celebration of cultural diversity and global entertainment.
The stage, inspired by the dunes of the UAE, provided a grand and elegant backdrop for the performances during the series. With a seating capacity of 5,000, the intimate setting allowed for unforgettable performances by renowned artists such as Mariah Carey, Googoosh, Andrea Bocelli, Sting, Majida El Roumi, Alicia Keys, Tom Jones, and John Legend.
AVANTGARDE’s expertise in experiential marketing was evident in the immersive brand experience they crafted for Saadiyat Nights. By blending culture and entertainment seamlessly, they created a platform for brands to engage with audiences in a meaningful way. The event space was meticulously designed to attract guests with its ambiance, showcasing top-notch craftsmanship and contemporary finishes.
Guests were greeted with captivating architecture and guided through the outdoor venue surrounded by lush greenery and VIP lounges. The alfresco dining areas allowed guests to fully immerse themselves in the vibrant cultural district of Saadiyat Island, with views of the Sheikh Zayed Museum and the Louvre Abu Dhabi adding to the experience.
From innovative stage designs to state-of-the-art audiovisual experiences, Saadiyat Nights aimed to push the boundaries of live entertainment and cultural programming. The female-led creative team behind the event, including Associate Creative Director, Lama Kaddura, and Senior Experiential Designer, Elizabeth O’leary, played a key role in crafting the opulent experience that set a distinctive ambiance in Abu Dhabi.
Roberto Warnert, Managing Director at Avantgarde Middle East, praised the team’s exceptional delivery, noting that their innovative approach to brand experiences sets them apart. Saadiyat Nights was a celebration of global culture and lifestyle, showcasing a diverse range of traditions, perspectives, and artistic disciplines – from traditional Emirati music to cutting-edge international performances.
