Creative| Ideation | Immersive Experiences | UI/UX Design
SITUATION
Set against the dramatic backdrop of Moreeb Dune, one of the world’s tallest sand hills, the Liwa Tal Moreeb Festival is a week-long celebration of Emirati heritage and motorsport culture. Traditionally known for high-adrenaline races — including drag, motocross, and camel competitions — the festival sought to evolve into a holistic cultural experience that attracted not just thrill-seekers, but families, tourists, and lifestyle audiences.
TASK
I was brought in as Creative Lead to help reposition the Liwa Festival from a niche motorsport gathering into a vibrant, multidimensional desert destination. My challenge was to ideate, concept, and design immersive experiences and interactive zones that honored local tradition while offering modern engagement — all within a harsh natural environment and fast production timelines.
ACTION
• Designed the spatial and user journey across thematic zones blending entertainment, shopping, and culinary pop-ups with immersive activations
• Led the creation of culturally inspired UI/UX touchpoints that served both storytelling and logistical functions
• Translated the essence of Liwa into experiential design elements using heritage-inspired visual cues.
• Developed Instagrammable moments and participatory installations that bridged tradition and modernity.
• Designed the spatial and user journey across thematic zones blending entertainment, shopping, and culinary pop-ups with immersive activations
• Led the creation of culturally inspired UI/UX touchpoints that served both storytelling and logistical functions
• Translated the essence of Liwa into experiential design elements using heritage-inspired visual cues.
• Developed Instagrammable moments and participatory installations that bridged tradition and modernity.
RESULT
The 2024 edition of the Liwa Festival saw a notable rise in audience diversity and engagement. Visitors were not only drawn to the motorsports but stayed to experience the broader cultural offerings. The redesigned zones encouraged longer dwell times, more family participation, and greater social sharing across platforms.
Stakeholders reported a 30% increase in non-motorsport engagement and a stronger sense of cultural immersion. Feedback from attendees emphasized how the festival “felt like more than just racing — it was a living celebration of UAE identity.” The creative direction contributed directly to the event’s evolution into a destination experience, enhancing tourism appeal and setting a benchmark for future editions.
