Structure of Purpose

Etihad Rail Mainline Inauguration Event Etihad Rail Al Faya Depot, Abu Dhabi | 2023
Type of management
Production Management and Project Lead Consultant
Execution delivery
Design & Build, Show Production, Creative Concept, Guest Journey, Operational Master-planner
Audience profile
Royal guests, VIP, dignitaries, senior management, employees

A Royal Voyage

A celebration of completion hosted by the Chairman of Etihad Rail HH Sheikh Theyab bin Mohamed bin Zayed Al Nahyan with HH Sheikh Mohammed bin Rashed Al Maktoum as the guest of honour. The event marked a significant milestone in growth of Etihad Rail: the completion of the mainline and commencement of freight services across UAE - a major leap benefiting both business and the public.
What did we do?
What did we do?
The event's location near Etihad Rail's locomotives and depot was a clear choice. Our next task was to design a platform for revealing the locomotives. The event took place in a purpose-built structure, featuring an experiential pre-function area and auditorium for up to 800 guests. The focus was on the passenger train, inviting attendees to board the future of rail transport in the Emirates.
What were the main objectives?
What were the main objectives?
The event aimed to focus the product and client, showcasing the project's scale, letting Etihad Rail locomotives shine. The audience was taken into the journey that has led to this milestone: the event moments were a surprise to all, in a genuine moment of celebration, marking the achievement's scope, glimpsing the future's impact on business and industry.
What was the experience?

Into the Future's cab

An architectural marvel welcomed guests with an interactive map and LED screens. In the main auditorium, an automated screen opened to a presentation platform. Projection mapping, lighting, and a bespoke soundtrack crescendoed to the reveal of the walkway to greet Royal dignitaries. Projection on the Rail Operations depot, locomotive exploration, and a plaque signing by His Royal Highness from a rail section to conclude this unforgettable guest experience.
Etihad Rail Mainline Inauguration

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