The largest mono-brand experience in the middle east.

In a dynamic partnership with Porsche AG & MEA, MCH Global delivered a vibrant automotive festival, blending regional history with Porsche's brand ethos. Our 31,000 sqm brand world was a carefully curated tapestry of five unique, immersive zones, each reflecting Porsche's rich legacy. We employed innovative design strategies, created functional zones to enrich the brand experience, and harnessed creativity in our immersive zones and art installations. Moreover, we utilized a significant amount of rented decor to promote sustainability, reducing waste and ensuring future use.

'The Adventure Camp', inspired by Bedouin tales and architecture, exhibited iconic rally cars, symbolizing Porsche's adventurous spirit. In contrast, the 'Art Valley' was a surreal labyrinth showcasing Porsche-inspired art pieces, offering an engaging experience for attendees. It transformed attendees from passive spectators to active participants through a myriad of Porsche-inspired art. Highlights included unveiling the 'Safari Camel', a live recreation of renowned digital artist Chris Labrooy's famous artwork. The 'Design Factory', a lively marketplace, displayed Porsche Design accessories and immersive video content. Our 'Community Village', inspired by iconic sand dunes echoing traditional courtyards, fostered camaraderie among Porsche enthusiasts and acted as a vibrant hub for Porsche communities and partners. The 'Electric Field' was inspired by the iconic Dubai skyline and projected the future of Porsche through their commitment to innovation and sustainability. It allowed guests to test Porsche cars' thrilling speed in a game setting and admire Porsche's electric motorsport hall of fame, inspiring young and old guests alike.

The Stage was at the festival's heart, a space for iconic moments, from the regional premiere of the 911 Dakar, 911 GT3 RS, and 911 Sport Classic to live performances and insightful talks.

The festival had a lasting impact, with artwork finding new life in subsequent events. It garnered over 202.2 million impressions and saw a 112% increase in attendance, from 7,000 visitors in 2021 to over 15,000 in 2022. The event also experienced a significant rise in community attendance and customer engagement, with a 50% increase in art pieces displayed.

With something for everyone, the festival redefined the region's perception of modern and classic cars, bringing heritage closer to future-centric audiences. As an annual fixture, it has significantly increased brand influence and awareness across the MENA region, setting the stage for a busier 2023, marking 75 years of Porsche Motorsport. The successful integration of sustainability practices, particularly renting decor, will continue to play a vital role in future editions.