CASE STUDY
Client: ABU DHABI EQUESTRIAN CLUB
PROJECT OVERVIEW
AP&Co. was tasked to conceptualize and implement a pop-up showcasing a preview experience of the Abu Dhabi Equestrian Club's master planning, set to open in Q4 of 2025. The brief was to come up with creative designs and to onboard F&B brands that would generate footfall within the asset.
Our process led to the development of a contemporary designed space and along with our partners from Represent Management, Darya and Kaya Creative Agency, we were able to build a setup that became viral. Additionally we were able to secure outstanding F&B brands; both homegrown such as Trio, Knot, Mara, Beau and Let's and international such as Creme Cookies.
The footfall generated was average of 3500 per day, with peaks reaching to even 8500 during Saturdays.
CONCEPT
The project kicked off with a concept briefing aimed at aligning with the master plan brand vision, proposed concept values, and ethos, as well as target market positioning.
Moving forward, AP&Co. collaborated with their partners in order to create a concept that would be the talk of Abu Dhabi and drive unparalleled footfall numbers.
Our efforts resulted in building an innovatively designed pop-up, promising an unforgettable equestrian themed experience. During the Equestrian Club's jumping competitions throughout the winter months, the experience is further elevated by the presence of a cosmopolitan audience and several activities that have been implemented.
Leasing Mix
Our strategy headed by Represent Management, a pioneer in destination creation and management and leasing in UAE, was to differentiate the offering, however at the same time allow for healthy competition via the brands that would take part in the event.
Therefore we have onboarded Trio and Knot, two of Dubai's most famous matcha and craft desserts brands and we have positioned them next to each other, which led to healthy competition.
Additionally the offering was diversified by Mara with their signature flatbreads and sandwiches, Michelin Guide concept Let's with their unique creations and boutique luxury burger brand Beau, hailing from France.
Interior design & fitout
We worked with Kaya, a UAE-based experiential agency, to conceptualize and refine the design of the venue.
Their input was invaluable as they have managed to succesfully provide innovative design by combining equestrian heritage with contemporary ideation.
Examples are subtly lit warm white led paneling with horse printouts, tasteful equestrian graphics and projectors of horses movement on various installations, thus creating a dynamic and unforgettable design experience.
Operational Management
We have enabled a collaborative operational model with F&B operational support by Darya, a famous activator of pop-ups in Sharjah and beyond and asset management operations by Represent, with their capable team, highly experienced in UAE's major developers.
