Etihad Airways Formula 1 collaborates with DCT  at Abu Dhabi, 2024

At the 16th edition of the Formula 1 Etihad Airways Abu Dhabi Grand Prix, Electra had the privilege of collaborating with Ethara on the Department of Culture and Tourism – Abu Dhabi (DCT) activation, where culture and innovation seamlessly intertwined.

In response to our client’s brief, we took a creative and meaningful approach to fabrication, showcasing the rich cultural heritage of the UAE. We used Sadu fabric, custom-made by local Emirati women, and natural khouss fabric for shadong, reflecting the beauty of traditional Emirati craftsmanship. To further celebrate local culture, we incorporated authentic Emirati seating, takkya, creating a unique atmosphere that embraced the essence of Emirati tradition.