Credits: Renders & 3D by JA&Partners / Photography by @Itmbs
Welcome to A Thousand and One Nights in Liwa, where the timeless tales of the oasis come alive through a modern lens. Inspired by the colors and rich stories from the book, each corner of the festival uncovers a new chapter, inviting you to journey through the captivating stories that echo the history and culture of Liwa. From ancient legends to contemporary narratives, immerse yourself in the magic of storytelling as the pages of the desert's own book unfolds.
For Project 02 Pop, set amidst the desert expanse, we aimed to craft a whimsical and immersive experience over a month-long pop-up, spotlighting the vibrant region of Liwa. Drawing inspiration from the Arabic tome "Alf Layla wa Layla," we delved into the rich tapestry of Liwa's tales, culture, and traditions to infuse our branding exercise with authenticity.
We curated ten captivating tales and translated them into visually engaging stories through 2D illustrations. From the graceful dance of hair-rolling girls to the annual Date Palm Tree Festival, from pearl diving to henna artistry, and embracing elements like the Bedouin lifestyle, the majestic falconry, and the fortified structures, we meticulously integrated the essence of Liwa into our branding elements.
Our approach embraced a vibrant, colorful identity, reflected across various collaterals, including merchandise, murals, gates, uniforms, textiles, and packaging. Moreover, we meticulously designed the spatial experience, mapping out customer journeys and zoning strategies to ensure a seamless and enchanting experience.
One of our key innovations was the reimagining of the fort space, divided into five distinct entities. The first room served as the author's majlis, setting the stage for the festival's narrative. Each subsequent room offered an immersive experience: the Oasis, featuring a photobooth amidst palm trees and dates; the Night of Falling Stars, an activation inspired by a poignant tale; the Magical Carpet Ride, hosting movie screenings; and the Talking Tree, bathed in mystical blue light, imparting the morals of Liwa's tales in Arabic. This holistic approach not only celebrated the cultural richness of Liwa but also provided visitors with an unforgettable journey through its enchanting narratives and traditions.
Creative Concept, Branding, Pop Up, Packaging, Merchandise, Uniforms, Experience Design, Space Design, Invitation
Date: 2023
Date: 2023
