SOLE DXB 2022: KESH LOUNGE / WITH HASSAN HAJJAJ

CONTEXT

THE VIP LOUNGE HAS BEEN A CENTRAL PART OF THE SOLE DXB EXPERIENCE SINCE 2015, EVOLVING FROM A 150-PERSON NIGHTTIME SPACE INTO A FULLY REALIZED HOSPITALITY VENUE THAT OPERATES AS A 200-COVER RESTAURANT BY DAY AND A 1,000-PERSON CLUB BY NIGHT. DESIGNED IN COLLABORATION WITH HASSAN HAJJAJ, THE SPACE BLENDS ARCHITECTURE, FOOD, AND CULTURE TO REFLECT THE FESTIVAL’S EVOLVING NARRATIVE.

DEVELOPED FROM THE GROUND UP, THE PROJECT INCLUDED CREATING THE F&B CONCEPT, BRAND IDENTITY, MENUS, ARCHITECTURAL DESIGN, AND THE OPERATIONAL TEAM BEHIND IT. OVER THE YEARS, THE LOUNGE HAS BECOME A DEFINING PART OF THE FESTIVAL, USING FOOD AND DESIGN TO CELEBRATE THE COMMUNITIES EXPLORED THROUGH SOLE DXB.

SCOPE

• CONCEPT DEVELOPMENT
• CREATIVE DIRECTION
• ART DIRECTION
• GRAPHIC DESIGN
• UNIFORM DESIGN

LOCATION