Concept Designer, Creative Director
Scenography : Joel Beretti
The concept was made to create a symbol in the UAE for the National Day.
As a call to action our aim was to create something iconic that would be seen from far.
To achieve this was a set of actions to proceed:
Step 1 A hand full of sand: This operation will happen in the malls, schools, offices located in all the 7 Emirates.
Step 2 All the sand from each Emirates will be collected until mid December in order to fill up a gigantic hourglass.
Step 3 The gigantic Hourglass will be manufactured and designed during this period.
Step 4 Located on the Corniche, at the time of the “reveal”, the hourglass will be launched.
The objective is to give to the public a representation of time during which they will be invited to join and participate in the building up of the 2011 event.
As a call to action our aim was to create something iconic that would be seen from far.
To achieve this was a set of actions to proceed:
Step 1 A hand full of sand: This operation will happen in the malls, schools, offices located in all the 7 Emirates.
Step 2 All the sand from each Emirates will be collected until mid December in order to fill up a gigantic hourglass.
Step 3 The gigantic Hourglass will be manufactured and designed during this period.
Step 4 Located on the Corniche, at the time of the “reveal”, the hourglass will be launched.
The objective is to give to the public a representation of time during which they will be invited to join and participate in the building up of the 2011 event.
