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CASE STUDY
CONTENTS
- Concept & Brand Development
- Design
- Brand Representation & Curation
- Operational Management
- Marketing
- PR
CONCEPT & BRAND DEVELOPMENT
Festival Garden was born at Expo 2020 Dubai where TGP was appointed as the
overall lead for the entire project, from concept, through to design and operations.
Objective: To create an outdoor destination that could be used as a footfall
generator for key public holidays and bespoke events
Concept: Development of a 3,000-capacity festival space with 4 month-long themed
festivals showcasing international brands. In just 4 weeks we conceptualized, curated,
design and built Expo’s only festival space, bringing together over 25 international
brands around themed events to showcase new brands to the region
Branding: The idea was to design a visual identity that would capture a festival feel.
This resulted in the ‘Festival Garden’ naming and development of a fully-fledged
brand identity including marketing collaterals, menus, social guidelines, typography
and messaging
-
DESIGN
• Festival Garden was a flexible food & event
park. The space featured communal
seating, a main stage, food trucks, kiosks,
and carts.
• Focused & targeted catering was used to
drive footfall in key months with specific
occasions such as:
• Holidays: National day, Christmas,
New Years Eve
• Headline Events Days
• Peak period: day-to-day operation
• Food Festivals
VENUE LAYOUT – ISOMETRIC VIEW
DESIGN MOODBOARD
ARRIVAL EXPERIENCE
RECEPTION COUNTER
DESIGN MOODBOARD
3D SIGNAGE MAIN STAGE SUPPORTING BAR
F&B OUTLETS
COMMUNAL SEATING AREA
• TGP curated over 25 international brands around 4
Festival Themes
• Handpicking from their portfolio of over 80 brands or
establishing new relationships to deliver the most
exciting F&B offering
• 14+ brands new to the GCC
• This initiative allowed for a footfall driving marketing
activation targeted at the region’s insatiable appetite
for new F&B experiences and the huge interest in all
things culinary in the Middle East
BRAND REPRESENTATION & CURATION
- Strategy Development
- Team Development
- Financial Modelling
- Asset Protection
- Tenant Relations
- Recruitment
- Sales & Marketing
- Curation & Programming
OPERATIONAL MANAGEMENT
TGP oversaw the operation of the 3,000-capacity festival
space managing the following:
- Market Audit
- Marketing Strategy & Planning
- Competitor Analysis
- Campaign Creation
- Customer Research & Audience profiling
- Digital Strategy
- Agency on-boarding
- Influencer Management
MARKETING & PR
Marketing support from preopening through to ongoing
strategy and management including:
The marketing team created campaign themes to drive
visitation via the following festival themes:
- December - Winter Festival
- January - Vegan Food Festival
- February - BBQ Festival
- March - Street Food Night Market
This led to increased footfall making the Festival Garden a
popular destination within the Expo.
250K Total Footfall
OVERALL HIGHLIGHTS
Over 25 International
Brands
4 weeks concept, design, build
1st GCC Vegan Food Festival
14 Brands New to GCC
4 Festival Themes
129 Pieces of PR Coverage
52 Influencers
Case Study: Festival Garden at Expo 2020 Dubai

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Case Study: Festival Garden at Expo 2020 Dubai

  • 2. CONTENTS - Concept & Brand Development - Design - Brand Representation & Curation - Operational Management - Marketing - PR
  • 3. CONCEPT & BRAND DEVELOPMENT Festival Garden was born at Expo 2020 Dubai where TGP was appointed as the overall lead for the entire project, from concept, through to design and operations. Objective: To create an outdoor destination that could be used as a footfall generator for key public holidays and bespoke events Concept: Development of a 3,000-capacity festival space with 4 month-long themed festivals showcasing international brands. In just 4 weeks we conceptualized, curated, design and built Expo’s only festival space, bringing together over 25 international brands around themed events to showcase new brands to the region Branding: The idea was to design a visual identity that would capture a festival feel. This resulted in the ‘Festival Garden’ naming and development of a fully-fledged brand identity including marketing collaterals, menus, social guidelines, typography and messaging -
  • 4. DESIGN • Festival Garden was a flexible food & event park. The space featured communal seating, a main stage, food trucks, kiosks, and carts. • Focused & targeted catering was used to drive footfall in key months with specific occasions such as: • Holidays: National day, Christmas, New Years Eve • Headline Events Days • Peak period: day-to-day operation • Food Festivals
  • 5. VENUE LAYOUT – ISOMETRIC VIEW DESIGN MOODBOARD ARRIVAL EXPERIENCE
  • 6. RECEPTION COUNTER DESIGN MOODBOARD 3D SIGNAGE MAIN STAGE SUPPORTING BAR F&B OUTLETS COMMUNAL SEATING AREA
  • 7. • TGP curated over 25 international brands around 4 Festival Themes • Handpicking from their portfolio of over 80 brands or establishing new relationships to deliver the most exciting F&B offering • 14+ brands new to the GCC • This initiative allowed for a footfall driving marketing activation targeted at the region’s insatiable appetite for new F&B experiences and the huge interest in all things culinary in the Middle East BRAND REPRESENTATION & CURATION
  • 8. - Strategy Development - Team Development - Financial Modelling - Asset Protection - Tenant Relations - Recruitment - Sales & Marketing - Curation & Programming OPERATIONAL MANAGEMENT TGP oversaw the operation of the 3,000-capacity festival space managing the following:
  • 9. - Market Audit - Marketing Strategy & Planning - Competitor Analysis - Campaign Creation - Customer Research & Audience profiling - Digital Strategy - Agency on-boarding - Influencer Management MARKETING & PR Marketing support from preopening through to ongoing strategy and management including: The marketing team created campaign themes to drive visitation via the following festival themes: - December - Winter Festival - January - Vegan Food Festival - February - BBQ Festival - March - Street Food Night Market This led to increased footfall making the Festival Garden a popular destination within the Expo.
  • 10. 250K Total Footfall OVERALL HIGHLIGHTS Over 25 International Brands 4 weeks concept, design, build 1st GCC Vegan Food Festival 14 Brands New to GCC 4 Festival Themes 129 Pieces of PR Coverage 52 Influencers