Image: Supplied
BRABUS Island, the first-ever branded residential project by German high-performance brand BRABUS, made a dramatic entry into the Middle East with a high-octane launch event at Emirates Palace. The unveiling, developed by Cosmo Developments – powered by Reportage Group – was brought to life by creative agency Innovation Crew, tasked with executing a fully immersive brand experience within tight venue limitations and an even tighter deadline.
The brief was ambitious: convert one of the most opulent venues in the world into a signature BRABUS experience. The challenge? No structural changes allowed. The transformation had to reflect BRABUS’ iconic black-on-black aesthetic, all within 48 hours.
“We had just a few days to finalise the creative, plan the journey, source materials, rehearse, and execute,” said Sony AbdelMohsen, general manager of Innovation Crew. “When they told us they wanted to dim the gold, I laughed. But they weren’t kidding – and neither were we, once the brief was in.”
At the time, Innovation Crew was already handling eight major campaigns across eight countries. To meet the deadline, the agency mobilised over 50 specialists across production, design, technology, and guest experience. Additional team members were flown in from Riyadh and Cairo to reinforce the Dubai-based core team. Leadership remained on-site to oversee every phase of execution.
To reflect the BRABUS brand DNA, the agency sourced bespoke materials from across the UAE – from carpets and cutlery to furniture and textiles – all designed to match the brand’s minimalist, high-impact palette. Emirates Palace staff coordinated closely with the production team to ensure installations adhered to strict preservation standards.
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“We couldn’t alter the structure, but we had to silence it,” added Sony. “Every shadow, spotlight, and surface was calculated. And if black plates and cutlery were missing across the UAE in April or May, you can probably blame us.”
The result was a striking, multi-sensory experience that captured the essence of the BRABUS brand while fully respecting the heritage of the venue. The event achieved strong digital momentum, with widespread organic impressions across social media platforms, and has since been recognised as one of the year’s most commercially successful real estate showcases.
Innovation Crew is no stranger to executing standout experiences. The agency’s portfolio includes some of the region’s most high-profile activations, such as the Pepsi Titan takeover at Ain Dubai, ADNOC’s Youth Centers closing ceremony with CAF, British Petroleum’s West Nile Delta launch, Philips’ Guinness World Record event at the Pyramids, and the opening of BSH’s first factory in Africa.
