12. Cartier Ramadan
Electra worked with Memories Events in fully custom-building two spectacular Ramadan activations for Cartier at Al Khazzan Park in Dubai and in Abu Dhabi. The theme of the activations was “Al Manamas: A Journey through Culture, Authenticity, and Luxury.” The experience was designed to be an immersive suhoor experience, where guests could indulge in an atmosphere of awe, as the activation seamlessly combined the history of Al Manamas with the story of the Maison Cartier.
“Manama” is an Arabic word meaning “the place of rest”, and it is an important architectural element commonly used in the GCC during both winter and summer. Elevated from the ground, it serves as a space for gathering and relaxing. For this event, the manamas were transformed into luxurious lounges, a dining area, display space for perfumes, and a projection room.
The main structure was crafted with steel and finished with cladding of teak wood, which provided a warm and inviting ambiance. The Mashrabiya roofing was painted in a luxurious golden colour, adding a touch of elegance to the space. The walls were covered in knitted ivory cloths, which added a soft, natural feel to the space. The flooring was made from teak veneer, which complemented the wood cladding and provided a cohesive look to the entire space. The overall effect was a perfect blend of traditional and modern elements, creating an immersive and memorable experience for the guests.