La Mer Dubai Shopping Festival & NYE

CELS Events was commissioned by La Mer to provide a full management turnkey solution for the mall’s Dubai Shopping Festival Campaign and NYE beach party event, for 5 weeks starting Dec 26 2018 – Feb 2 2019. CELS would help design a campaign to inspire crowds to celebrate at La Mer and introduce an annual Beach Party that everyone will want to go to. Solution CELS Events provided music on the beach with live DJ’s, fenced-in kids corner with beach-themed musical instruments that acted as a memoir keepsake they could take home as a reward for their family day spent socializing at the destination. Six different group of musicians roamed and activated the property with their lively and interactive musical performances, while the Kids Drumming Workshop was a free interactive drumming session to learn and engage in something new! New Years Eve saw the LED screens come alive with an animated backdrop created by the VJ, while the DJ spins high-octane music as well as breath-taking and beautiful Fire and LED Poi shows. The laser beams lit up the sky during the 1-minute countdown, and at the strike of 12mn, the burst of huge flame shots complimented the beautiful fireworks of the mall. Outcome We developed a Spend to Win solution to assist the customers enter the DSF draw with their spend of AED 200 and above. iPads were used to enter the shopper details and used to register over 3000 shoppers for the entire period. Everyone had a great time. People were dancing on their feet and enjoyed the music and entertainment. The crowd requested the DJs to continue the party after 1 am. Many Gen Z were spotted at La Mer, having fun and enjoying the alcohol-free NYE party as well as many families of different nationalities spent their NYE at La Mer. Guests enjoyed the funky and colorful giveaway items from the mall and wore them with pride!