Project Overview
Sandooq Al Watan – Creativity and Innovation Open Day 2024 was a conference-led event held in Abu Dhabi for Sandooq Al Watan. For this project, Tarweej delivered a complete event environment that combined stage design, branded scenic production, activation zones, and event furniture within one coordinated setup.
The event brought together formal presentation areas and interactive display points under a unified visual identity. From the main stage backdrop to the modular showcase stations and reception elements, every touchpoint was designed to support engagement, visibility, and smooth visitor flow across the venue.
What We Delivered
Tarweej delivered an integrated conference and activation environment tailored to the event format and venue setting.
- Main stage backdrop with bilingual branded graphics
- Conference stage setup with speaker seating and lectern
- Illuminated scenic side structures and feature lighting accents
- Branded entrance and reception elements
- Modular activation booths for participating institutions
- Event furniture and lounge-style meeting points
- Printed branding panels and welcome desk elements
- On-site installation and execution support
Design Approach
The design language followed a clean, technology-inspired direction. It used curved forms, vertical framing elements, and a strong purple-blue palette to create a contemporary visual identity.
In addition, illuminated details connected the stage, activation booths, and reception areas. This gave the full environment a consistent look while keeping the overall setting formal, modern, and engaging.
Visitor Experience
The space supported two connected experiences. First, it provided a focused conference setting for presentations and speaker sessions. Then, it extended into an open visitor engagement zone with branded booths and interactive display points.
Attendees could move easily from the main stage area into the activation zones, pause at modular booths, and interact with participating institutions. As a result, the layout supported both audience attention and informal exploration.
Challenges & Solutions
The event required several components to work together inside one venue. These included stage production, branded displays, lighting features, reception elements, and public-facing interaction points.
Tarweej addressed this complexity through coordinated design, controlled fabrication, and disciplined on-site assembly. This ensured that every element aligned visually and functionally during setup and event delivery.
Production & Execution
Production involved scenic fabrication, graphic application, lighting integration, furniture placement, and venue installation. The build process was managed in coordinated phases, allowing the large-format structures, modular stands, and branded counters to be installed efficiently.
This approach helped maintain consistency and finish quality across both the formal conference area and the wider activation floor.
Results & Impact
The final result was a cohesive event environment that elevated Sandooq Al Watan’s presence and supported a professional, engaging visitor journey.