Non-disclosure agreements (NDAs) are hardly rare in the world of live events, but when The Walt Disney Company is involved, the need for confidentiality invariably reaches ‘a whole new world’ of importance. This was precisely the situation that HQ Worldwide Shows (HQWS) was faced with ahead of the launch of Disney Abu Dhabi. While still onsite at another high-profile event – the teamLab Phenomena Abu Dhabi Inauguration Ceremony [TPiMEA #54] – HQWS senior leadership was called into a high-level briefing with Miral officials to discuss what would become one of the most significant cultural developments in the history of the UAE.
HQWS Founding Partner and Chief Creative Officer, Katie Veira, took up the story: “Under strict NDA, our executive team was presented with an overview of the project, which was due to take place in just under three weeks,” she revealed. HQWS was tasked with conceiving, producing, and executing three key moments: a unique, high-impact photo opportunity at the future location of the new Disney Abu Dhabi, for Abu Dhabi and Disney leadership; a large-scale global media junket hosting 500 top-tier regional and international journalists; and a bespoke nighttime spectacular marking the official announcement.
“The involvement of Disney was to remain top secret,” Veira recalled. “Only a select few within our trusted team were aware of the brand behind the project – and the repercussions should there be any breaches of confidentiality. The rest of our internal teams and external collaborators worked without knowledge of Disney’s involvement.”
Never ones to back down from a challenge, the HQWS team mobilised immediately, beginning ideation, establishing top-level concepts and budget guides for review within 48 hours. Workshop sessions with all key stakeholders then took place, with initial concepts and approaches to the three projects shared and the final direction for the project agreed upon collaboratively.
“Our project teams were immediately relocated to join teams from Miral, Disney and the PR and communications agencies, at a dedicated temporary project headquarters established within the W Hotel on Yas Island,” Veira commented. “By the end of the week, event locations had been assessed and confirmed, creative concepts fully defined, and plans finalised. Production teams and technical partners were mobilised and deployed on-site. From that point forward, detailed design and specifications were developed in parallel with on-site construction and fabrication – a fast-tracked process where creation and build ran simultaneously.”
The audaciously short timeline meant that tried-and-trusted partners were essential, and HQWS worked with a familiar cast of collaborators and suppliers, all boasting extensive experience in the region. This included: LumaSky (drone show), Aquatique Show (water screens and fountains); Steve Sidwell (Musical Director, Arranger and Conductor); Blowfish (Music Production); The Fridge (Choir); MEI (backline); Durham Marenghi (Lighting Designer); Creative Technology Middle East (lighting and video); Clair Global (audio design and supply); Flash Art (pyrotechnics); Kvant (Lasers); and Cue2Cue (showcalling and stage management).
Also on the extensive supplier roster was: VK International (scenic and build); Brand InStyle (branding and graphics); FLOW (power and distribution); Wicked and Royal Tents (temporary structures); Stage One (structural design and engineering); Mission Global (international freight); Al Laith (scaffolding and platforms); Byrne and Mahraj (site infrastructure); Innovative Hiring (furniture); Eversafe (health and safety); ARGA (traffic management); AB Transport (local transportation); and G4S (security).
Photos: HQWS, Flash Art
