Innovation Crew raises the bar with 48-hour transformation of Emirates Palace

Innovation Crew, the agency behind some of the region’s most talked-about brand experiences, pulled off a full-scale transformation at Emirates Palace with just 48 hours on the clock in April.

At the time, the agency was already managing eight large-scale campaigns across eight countries. Additional crew were flown in from Riyadh and Cairo to support the Dubai-based team, with more than 50 specialists managing production, design, guest experience, and technology. Innovation Crew’s leadership was also present on-site throughout the execution.

The challenge came in the form of BRABUS Island - a bold new branded lifestyle launch developed by Cosmo Developments (powered by Reportage Group). The brief was clear: transform one of the world’s most iconic venues into a trademark BRABUS experience. No walls could be touched. The brand’s bold, black-on-black aesthetic had to be felt in every detail. And it had to be done in 48 hours.

“We had just a few days to finalize the creative, plan the journey, source materials, rehearse, and execute,” said Sony AbdelMohsen, General Manager of Innovation Crew. “When they told us they wanted to dim the gold, I laughed. But they weren’t kidding - and neither were we, once the brief was in.”

To match BRABUS’ signature black-on-black aesthetic, custom materials were sourced across the UAE, including carpets, furniture, cutlery, and textiles. Emirates Palace staff worked in close coordination with the agency to ensure all installations respected the venue’s preservation guidelines.

“We couldn’t alter the structure, but we had to silence it,” added Sony. “Every shadow, spotlight, and surface was calculated. And if black plates and cutlery were missing across the UAE in April or May, you can probably blame us.”

The result was a powerful sensory environment that brought the BRABUS universe to life without compromising the heritage space. The launch sparked significant digital traction, generating organic impressions across social media and online platforms, setting the benchmark for future branded lifestyle projects. It has been recognised as one of the most commercially successful showcases of the year.

This was not Innovation Crew’s first moment in the spotlight. The agency is behind some of the region’s viral brand experiences, including Pepsi Titan's iconic takeover at Ain Dubai and other landmarks in the region, ADNOC’s Youth Centers closing ceremony in collaboration with CAF, British Petroleum’s West Nile Delta launch, Philips’ Guinness World Record event at the Pyramids, and the opening of BSH’s first factory in Africa.