When we first walked into the venue for the Mohammed Bin Rashid Innovation Fund (MBRIF) headquarters launch, one thing became clear: the space was small but the expectations were massive.
This wasn’t just another government event. This was the unveiling of a physical home for innovation in the UAE. A launch that had to reflect the bold, ambitious, and future-driven mission of MBRIF; all while hosting high-level officials, industry leaders, media, and ecosystem partners.
Our task was to transform this compact venue into a fully immersive, augmented, and alive environment, one that could echo the spirit of innovation in every corner, every second, and every guest experience.
And that’s exactly what we set out to do.
Constraints That Inspired Creativity
The biggest creative challenge wasn’t the lack of space. It was how much we needed to show, tell, and make guests feel within the limited physical footprint of a single venue hall.
MBRIF isn’t a product. It’s not even a single program. It’s an ecosystem. It supports startups, accelerates innovation, backs guarantees, collaborates with government and private sectors, and cultivates cross-sector knowledge. We needed to represent all of that, and more in a way that was dynamic, modern, and engaging for a very intelligent and busy audience.
That challenge became the creative opportunity.
Instead of fighting the limits of space, we decided to remove space altogether by going fully augmented.
An Augmented Reality-Driven Launch
The event was powered by a layered augmented reality experience not as a gimmick, but as a meaningful way to communicate complex ideas through interaction.
1. The AR Welcome Wall
Right from the entrance, guests were greeted by a digital welcome banner activated through QR codes. It was warm, personalized, and futuristic setting the tone for what was ahead.
2. The AR Innovation Table
At the center of the venue was a custom-designed table featuring MBRIF’s work across various sectors from healthcare and water to fintech, mobility, and education. Guests could scan designated areas and instantly explore dynamic content overlays, innovation roadmaps, and future visions all through their phones. This wasn’t a presentation. It was a hands-on experience of the Fund’s impact.
3. The “Beyond the Canvas” AR Art Installation
At the heart of the event stood an original work of art by celebrated Emirati artist Abdulla Lutfi. Known for his expressive black-and-white illustrations, Lutfi created a piece that reflected the diversity, energy, and vision of the UAE’s innovation journey.
Through augmented reality, this seemingly static canvas came to life animating in the hands of attendees and turning art into narrative. The painting didn’t just move it told a story. It embodied the theme: Innovation for a Better Life.
This installation became a metaphor for MBRIF itself: what begins as an idea can evolve into something unexpected, kinetic, and world-changing.
Making the Venue an Experience
One of the most rewarding parts of this launch was that the venue itself became an experiential playground.
Rather than separate the installations from the event layout, we made every corner interactive. Every guest whether an official or a startup founder could explore, activate, and engage with different layers of content. Nothing was passive. Everything was touchable, viewable, scannable.
We wanted people to leave saying, “I didn’t just attend I experienced it.”
That goal extended into every detail, from signage to sound design. The digital overlays were matched with precise lighting, soft transitions, and seamless integration between the physical and virtual layers.
A Thoughtful, Memorable Giveaway
Even the giveaway carried forward the event’s immersive concept.
Instead of typical branded merchandise, we offered attendees a framed version of the AR art piece. With a simple scan, the image would animate again bringing the artwork back to life in their homes or offices.
It wasn’t a souvenir. It was a portal. A way to relive the launch moment with just one click. This single design choice deepened the emotional and intellectual memory of the event.
Catering as a Design Element
And of course, no great experience is complete without great food.
The catering was five-star, but more importantly, it was strategic. In tight spaces, traffic flow matters especially when VIPs and ministers are present. Our layout team coordinated with the culinary team to ensure that the buffet and pass-arounds complemented the journey rather than interrupt it. Every tray placement and timing was rehearsed to preserve movement, accessibility, and guest comfort.
A Prototype for the Future of Launch Events
Ultimately, this event wasn’t just about launching a building.
It was about launching a vision.
The new MBRIF HQ is more than an office it’s a community space, a creative hub, a collaboration lab, and a sandbox for ideas. Our job was to make attendees feel that. Not with brochures or speeches alone, but through meaningful design, real interactivity, and a layered story that unfolded as they moved through the space.
And while the venue may have been modest in size, the impact, impression, and emotion it delivered were anything but.
The MBRIF launch reminded us: when innovation is the mission, imagination must lead. And when space is limited, creativity becomes unlimited.