Launch of The Masdar Initiative

The Challenge

Masdar City is the world's first zero-carbon, zero-waste, car-free city.

Based in Abu Dhabi, Masdar City is part of the Masdar Initiative, a multi-billion dollar program to develop clean energy and technology for the future.

We were asked by Edelman PR to work with them on producing a green showcase for the Initiative. 

The Creation

It was clear that we needed to match the grand nature of this project with a creation. To achieve this we selected the location of the Hickson Road Reserve, under the Sydney Harbour Bridge, which overlooks the Sydney Opera House.

The unique nature of Masdar City called for a unique structure so we responded with an inflatable cube marquee, which glowed with changing colours as the sun set over the Harbour.

This constant evolution of colour set the tone for the event itself, which developed through the evening, as well as providing a visually stimulating backdrop for the interior installation detailing the vision and designs of the project.

In order to increase awareness beyond the attendees, the Masdar logo was projected onto each side of the cube. The 'talkability' of the tour was increased and the project provided the perfect backdrop for broadcast media coverage.

The Outcome

Our clients stayed in the Park Hyatt and had great joy in sending images back to their team showing the amazing installation. Guests talked about the anticipation of wanting to see what was inside as they had all had their attention grabbed each night by this glowing masterpiece.