Al Hosn Festival Relaunch

A long-running heritage festival was ready for a change. I helped to reimagine it as a space for new perspectives on culture.    

While in-house at People, I helped to reconceptualise one of Abu Dhabi’s largest arts and culture festivals. As a creative team, we developed the concept, story and design approach for Al Hosn Festival: a meeting place for heritage, contemporary culture and emerging possibilities.

Heritage is always in dialogue with the future, as artists reinterpret it in new ways. So, we designed the site for the festival, relaunched in 2021, to reflect this – connecting Heritage and Contemporary zones with a dynamic Exchange area full of workshops. 

The new festival’s brand focused on bold contrasts, active language and intersections. Our ambition was for the festival to spark conversations and collaborations, platform local artists, and encourage every visitor to explore their own creativity, because culture is for everyone to create.