Dubai Sets the Frame. Fashion Week Takes the Stage.
Client: Arab Fashion Council, Dubai Design District | Event: Dubai Fashion Week | Location: Dubai, UAE
The Client's Brief
- Position Dubai as a global fashion capital.
- Deliver a seamless, elevated experience from runway to backstage.
- Streamline production with a centralized model that enhances every touchpoint.
- Embed sustainability into every step from concept to execution.
- Champion inclusivity through open access to curated public programming.
What we delivered — a project snapshot
Dubai Fashion Week envisioned a unified, adaptive space for all events. We brought it to life with:
- Centralized Experience: One venue, seamless flow, stronger connections.
- Modular Agility: Rapid transformations tailored to each designer’s vision.
- Sustainable Thinking: Reused materials, energy-efficient design, circular mindset.
- Integrated Hospitality: A curated café/lounge elevating the guest journey.
Electra created a high-end, multifunctional venue where fashion met architecture and hospitality. The Cube, a 2,000 sqm modular structure with double runways, backstage zones, and a stylish fit-out, became the heart of the experience.
Highlights included:
- Reusable Interiors blending style and function
- Bisou Café with French-Mediterranean flair
- Energy-Saving Roof cutting consumption by 30%
- 15-Day Setup with precision execution
Our Challenges
- Tight Timelines: Delivered early with modular builds and smart scheduling
- Rapid Turnovers: 8 shows/day, 30-min transitions, 24/7 crew
- Designer Diversity: Custom AV, lighting, and scenic solutions for every brand
- Balancing Access & Exclusivity: Premium flow with open public programming
- Sustainability Under Pressure: Circular design, zero compromise on quality
